With a clever use of language, you feel the vulnerability of the animals they care for and throughout the page they place the animals’ future in your hands. Making the most of the page by… making the askīlue Cross places the mission front and centre on the page and goes one step further to place you, the reader, front and centre to the animals’ welfare. The use of mixed images – modern-day icons scattered amongst portrait-like pictures are a million miles away from the traditional charity look and feel which helps set them apart from the traditional model reminding you of their USP. The usual corporate information is all there, creatively packaged into meaningful bite-sized chunks making it easily digestible and shouting out to the Millennial audience. The design and content mirror their mission: simple yet effective. Their USP is clear in the space of just five words. Bold statements disguised as headings focus on transparency and outcomes, a refreshing approach shared in a visually effective way. If engendering trust is the objective of this page then they’ve got it spot on. Making the most of the page by… engendering trust Let’s take a look at those charities which are bucking the trend and making the most of their About Us page. So can charities really afford to ignore it? After all, aren’t we all looking to deepen our relationships with our ambassadors and supporters? Yet it’s one of the most visited pages of a website as well as being one of the first a visitor will read.Ĭrucially, it’s usually a gateway to pages which take the reader deeper into their relationship with the charity. It’s often the poor relation to most other pages on a website when it comes to compelling copy and engaging design.
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