Digital transformation: aligning digital content, experience and engagement with organisational impact

Challenge

Barnardo's digital platforms were underperforming, with high bounce rates, fragmented user journeys and misaligned messaging that no longer reflected our evolving brand and strategic ambitions. To better serve our audiences, strengthen our voice, and drive action across advocacy, awareness and income, a full digital transformation was needed, from the ground up.

Approach

I led a comprehensive audit of our website, social media channels, user journeys, internal ways of working and channel performance, mapped against audience insights and strategic priorities. Based on this, I developed and implemented a long-term Digital Content & Engagement Strategy, focused on accessibility, user needs and measurable impact. I oversaw a website transformation project that restructured key entry points, redesigned the homepage, streamlined content, and introduced clear, accessible journeys for priority audiences.

Content was rewritten in line with our new brand tone of voice, and navigation was redesigned with inclusivity and action in mind. Social content was aligned for better channel performance, and testing cycles were introduced across platforms. I also led teams to embed this approach into high-profile campaigns like Child Poverty, integrating digital strategy with fundraising, comms, and policy.

Impact

• Bounce rates dropped from 80%+ to 55% within six months.
• Website visits increased by 55% year-on-year.
• Click-through rates improved by 75%.
• Organic search visibility significantly improved through content optimisation.
• Social media engagement increased from 2% to 5.5% across platforms, and to 11% on LinkedIn.
• Website accessibility significantly improved.

This transformation demonstrates how strategic digital leadership, backed by insight and aligned with brand and mission, can dramatically improve audience experience and deliver meaningful results across awareness, advocacy, and fundraising.