Children’s charity Action for Children has launched a new mobile-friendly website and digital strategy, as well as refreshing its online brand with a change of colour.
A spokeswoman for the charity said the new site was created as part of the charity’s aim to “reach out to all young people, families and our supporters in the way that reflects how they browse and search the internet”.
Last month, Civil Society News revealed that a third of top fundraising charities failed Google's ‘mobile-friendly’ test, resulting in lower search engine rankings.
Google announced in April that charities without mobile-friendly sites would fall down search rankings, while websites that took into account text size, the amount of space between links and how content fits onto a mobile screen, would appear more prominently in search results.
Action for Children was one of the charities that failed the test, although it revealed that it was investing in a new mobile-friendly site.
The charity was among ten that said they were working to make their website mobile-friendly. They included the MS Society, Parkinson’s UK, WaterAid, Oxfam, Cystic Fibrosis Trust, Scottish SPCA, National Theatre, and the National Trust.
Katie Smith, head of digital at Action for Children told Civil Society News: “The world of digital technology has moved fast since our old website was launched, more than six years ago. It was essential that our new website was device responsive and user centered making it much easier for those making donations or applying to be a foster carer.
“Our website is our shop window to the world, and we are delighted that it brings Action for Children’s work to life, showcasing real life stories about the varied work we do with children and young people across the UK. They are at the heart of everything and we are presenting them in a better way than we’ve ever done before.”
The new website was built by Screen Media with content and design by Brilliant Noise and the charity's in-house digital team.
Action for Children specialises in working to “make sure every child and young person has the love, support and opportunity they need to reach their potential”, according to information on its website. It currently runs 650 children’s services in local communities across the UK.
