Workshops | Website | SEO

Making a national charity website accessible for all

Cerebral Palsy Sport (CP Sport) is a national disability sport organisation and charity. CP Sport encourages people with cerebral palsy to live more active lives by promoting the opportunity, capability and motivation involved in taking part in sport and physical activities.

Objectives

CP Sport’s vision was to improve the experience for all their stakeholders through a digital transformation strategy. The new strategy was focused on members, prospective members, employees, volunteers, trustees, fundraisers, and partners. As part of the strategy CP Sport wanted to generate an accessible, transactional website which would engage all stakeholders whilst also demonstrating the charity as a leading disabled sport body.

Core objectives:

  • To create a seamless, consistent user first experience that ‘makes sense’
  • To drive donations, fundraising activities, and product sales including memberships, events, sportswear, and equipment with the ability to cross and upsell
  • To showcase all divisions of CP Sport – individual sports, programmes and campaigns
  • To create a flexible, mobile optimised website to allow customers to use and find information seamlessly
  • To deliver an accessible, transactional website under a single platform website with third party integration

Solution

Web design and build

Embrace Marketing won a competitive pitch to design and build CP Sport’s new website. The project kicked off with a competitor review and the website team immersed themselves in the objectives and purpose of the new site to define a project scope which would best fulfil the requirements.

Embrace designed and facilitated an online website content and user experience (UX) workshop with key members of the CP Sport team. During the workshop everyone immersed themselves in the multiple needs of different stakeholders and together we started to map out the user journeys to suit these needs. As CP Sport had a wealth of content in existence, an important consideration was what content to include and where content should sit and cross link across the site. The workshop helped bring clarity and alignment for everyone at the essential early stages of the project.

Following the workshop, the UX was mapped out as a wireframe and once finalised, Embrace developed different visual website designs to bring CP Sport’s new brand to life.

The website was built in WordPress and many key technical aspects were considered throughout the project including search engine and traffic optimisation, maximising time on site and making enquiries and online purchases seamless.

Following the workshop, the UX was mapped out as a wireframe and once finalised, Embrace developed different visual website designs to bring CP Sport’s new brand to life.

The website was built in WordPress and many key technical aspects were considered throughout the project including search engine and traffic optimisation, maximising time on site and making enquiries and online purchases seamless.

Outcomes

CP Sport’s new website has a strong UX which considers all stakeholders, whilst also having a vibrant and engaging look and feel. The new website includes accessibility features such as screen reader compatible, whereby users can easily change font sizes and display colours.

The website also integrates with many third party platforms to provide added benefits to CP Sport members. Some of these include:

  • A club finder for members to discover sports clubs they would like to join in their area
  • An online events calendar for members to book straight onto upcoming events
  • Access to a member only platform

“Creating a user-friendly website was crucial for us in connecting with our members and community. We hope that we will have lots of returning visitors as well as reaching more people with cerebral palsy that might not be engaged in physical activity yet. Embrace Marketing has done a brilliant job in designing the website for us with this audience first approach, making the site easier to navigate, discover information and find new opportunities.”

Sandy Drummond, Head of Marketing
and Communication, CP Sport

About CP Sport

CP Sport is the national disability sports organisation supporting people with cerebral palsy to be able to access and enjoy being physically active throughout their lives​.

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If you're ready to embrace what makes you different, then we'd love to hear from you.