Customer Story: British Thyroid Foundation

Anna Woollven, Communications and Fundraising Manager at the BTF, played a key role in the website transformation. She describes the experience:

“We knew we had great information on our website, but it had become cluttered - like walking into a shop where you can’t see the best products because everything is crammed in. Access Charity Websites helped us structure our content so that our key resources are now front and centre. We’ve seen a massive increase in engagement, with some articles getting 200% more views.”

The British Thyroid Foundation (BTF) is a UK-based patient organisation dedicated to providing evidence-based information and support to individuals affected by thyroid conditions. With one in 20 people living with a thyroid condition disorder, the BTF plays a crucial role in raising awareness and offering trusted guidance. However, their previous website had become cluttered and difficult to navigate, making it challenging for users to find essential resources.

Understanding the challenges

As a small charity with limited resources, maintaining an effective digital presence was becoming increasingly difficult for the BTF. The website was packed with valuable content, but its structure made it hard for users to navigate. Key resources were not immediately accessible, and the donation process needed improving

“Our website was full of useful information, but it wasn’t easy for people to find what they needed,” said Anna. “We wanted to make sure our key resources stood out and that people could quickly get the information and support they were looking for.”

The BTF also wanted to improve their digital fundraising strategy, ensuring that donation opportunities were clear and compelling.

How Access Charity Websites helped

The transformation began with a strategic session led by Access Charity Websites, where the BTF worked closely with the team to identify their core audiences and objectives.

“We refined our approach by identifying three key user personas and tailoring our website structure to meet their needs. Access Charity Websites guided us through the process, helping us see our content from a fresh perspective,” Anna explained.

One of the most valuable aspects of the process was gaining an outsider’s perspective - especially from experts who work with charities daily and have insider knowledge on what truly resonates with different audiences. Anna highlighted how beneficial it was to have someone who understands the sector and could offer insights on best practices for fundraising, user engagement, and content structuring. This external expertise helped the team refine their approach and ensure their website met the real needs of their audience in the most effective way possible.

Key improvements included:

1. Clearer user pathways – The homepage was redesigned with intuitive sections catering to newly diagnosed individuals, long-term patients, and healthcare professionals.
2. Enhanced navigation – Content was reorganised to ensure users could quickly find relevant articles, research, and patient stories.
3. Boosted visibility for essential resources – High-value content, such as patient stories and popular articles, was brought to the forefront, resulting in a significant increase in engagement.
4. Stronger fundraising appeal – Donation buttons were redesigned for greater visibility, and BTF worked with Access Charity Websites to refine their messaging for a more compelling ask.

Delivering results

The impact of the redesign has been remarkable.

“We’ve seen a 200% increase in views on some of our key articles and our engagement rate has jumped to 91.4%, which is well above the industry average.”

SEO optimisation efforts have also paid off, with a 21% rise in organic search traffic. The improved structure and tagging system mean that more people are now discovering the BTF through online searches.

In addition, the BTF’s donation journey has been strengthened. While direct financial impact is still being assessed, Anna feels confident that the clearer calls to action and improved donor experience will support long-term fundraising efforts.

A smooth and collaborative process

The BTF found the collaboration with Access Charity Websites invaluable. The project management, ran smoothly, with expert guidance throughout.

“Our Customer Success Manager was brilliant—always available to explain things and guide us through the process. The whole team really took the time to understand our mission and deliver a site that meets our needs perfectly.”

Why The British Thyroid Foundation recommends Access Charity Websites

For small charities with limited budgets, making the right investment in digital tools is crucial. The BTF found that working with Access Charity Websites was not just about a new website—it was about a long-term strategy to better engage and support their audience.

“The strategic input and project management were invaluable. Access Charity Websites helped us step back and think critically about how to structure our content, ensuring we provide the best possible experience for our users. The website is now doing exactly what we need it to do.” 

Access Charity Websites: A partner for digital transformation

Access Charity Websites helps organisations like the BTF create impactful digital presences tailored to their unique needs.