Website Health Check
Charity websites have to do a lot of heavy lifting, from building trust to driving donations. But with short attention spans, mobile-first browsing, and rising supporter expectations, how can you be sure your site is working as hard as it should?
At our latest GOOD event, Digital Director, Meri Melo, and Digital Design Director, Spencer Ide, shared practical insights on how charities can make their websites faster, clearer and more effective. Here are the key takeaways.
First impressions are everything
You have 50 milliseconds to make an impact. In the blink of an eye, users decide whether your site feels credible and worth their time. Bad experiences stick; 88% of users won’t return after one. And on mobile, 53% will leave if a page takes more than three seconds to load. That means your homepage needs to communicate who you are, what you do and why it matters, fast. Keep messaging clear, avoid jargon and make your primary call to action instantly visible.
Accessibility isn’t optional
Accessible websites aren’t just a compliance box-tick, they’re good UX for everyone. With 1 in 5 UK adults living with a disability, an inaccessible site can exclude whole supporter groups. Follow WCAG 2.1 guidelines, ensure strong colour contrast, large touch targets and easy keyboard navigation. Accessible sites also perform better in search and convert at higher rates.
Mobile first, always
Mobile traffic now makes up 64% of all website visits, yet many charity sites still prioritise desktop. Design for mobile users’ needs with quick load times, simple navigation, and minimal friction. Keep menus to seven items or fewer, use a sticky donate button, and make search prominent with autocomplete suggestions. Every pixel counts on small screens, so clarity and speed are key.
Make the conversion journey effortless
A conversion isn’t just a donation; it could be a newsletter sign-up, an event registration, or a volunteer enquiry. Whatever the action, users should reach it in as few clicks as possible. Avoid unnecessary form fields, show progress through multi-step forms, and reinforce trust with accreditation badges and clear security messaging. As Spencer put it: “Choose clarity over cleverness.” Simplicity converts.
Regular audits uncover hidden issues
Even small fixes can deliver big gains. A comprehensive website audit can reveal technical errors, slow-loading images, broken links, accessibility gaps, or confusing user journeys. Simple improvements from optimising images to clarifying navigation can increase conversion rates and ensure your site is working harder for your cause.
Your website is your most powerful digital asset. But without regular care, it can quickly become cluttered, confusing or inaccessible. If you’d like to book a website audit or discuss how to improve your digital performance, get in touch at hello@goodagency.co.uk
