Objectives
As one of Wales' most recognisable charities, Wales Air Ambulance relies on its digital presence to support fundraising, engage supporters, share lifesaving stories and provide access to critical information. However, its existing website was no longer meeting the evolving needs of the organisation, creating challenges around content management, user experience, system integrations and long-term scalability. The charity also needed a more efficient way to manage bilingual content across both Welsh and English audiences.
The project was about far more than replacing an ageing website. Wales Air Ambulance required a future-ready platform capable of supporting complex fundraising activity, streamlining internal processes and providing a better experience for supporters, volunteers and stakeholders, all while creating a strong foundation for future growth. They asked equimedia to design and build a new site with key objectives including:
- Create a scalable, enterprise-grade WordPress platform
- Streamline Welsh and English content management
- Improve user journeys across donations, fundraising and supporter engagement
- Integrate fundraising, CRM and payment systems
- Enhance accessibility and content discoverability
- Improve analytics, reporting and measurement capabilities
- Deliver a seamless SEO migration strategy
- Provide a flexible platform capable of supporting future campaigns and initiatives
- Improve organic rankings
- Improve engagement time per user by 20%
- Improve contact form submissions by 20%
- Increase average session duration by 20%
Our Approach
Rather than treating the project as a standalone website redesign, we delivered a complete digital transformation programme through our five-phase methodology, bringing together strategy, data, technology and user experience.
The project began with a comprehensive discovery phase involving stakeholder consultation, analytics benchmarking, SEO audits, system analysis and user experience reviews. These insights informed a detailed planning phase, in which we developed a bespoke information architecture, sitemap and technical specification designed around the needs of Wales Air Ambulance's diverse audience groups and future digital ambitions.
With the strategy in place, our UX and design teams created a series of bespoke user journeys and templates, including a fully customised donation funnel, lottery hub, online shop, events hub, content centre and campaign landing pages. Every new journey was designed to improve engagement, simplify user experience and maximise fundraising opportunities across desktop and mobile devices.
The platform was then rebuilt in WordPress as a fully editable, enterprise-grade CMS solution. Alongside extensive content migration, we integrated multiple third-party systems including Stripe, CRM functionality and fundraising platforms. A bespoke donation journey was developed, combining a custom front-end experience with secure payment processing through Stripe, while simultaneously feeding supporter and donation data directly into the charity's CRM through API integrations. This created a seamless experience for supporters while improving data collection and operational efficiency.
A key innovation within the project was the implementation of an AI-assisted multilingual workflow using WPML. Content was created and managed within a single platform, allowing English pages to be translated into Welsh, including both page content and URL structures. Editorial teams could then review translations side-by-side, refine content where required and approve pages for publication, dramatically reducing the administration burden traditionally associated with managing bilingual websites while maintaining complete control over content quality.
Finally, we delivered a carefully managed launch programme that included SEO migration planning, redirect implementation, analytics enhancements, dashboard reporting, CMS training and post-launch support, ensuring search visibility was protected and internal teams had the confidence to manage the platform independently.
Results
The new website has provided Wales Air Ambulance with a scalable digital platform that supports fundraising, engagement and long-term growth, while significantly improving the experience for both supporters and internal teams.
The result is a future-ready digital platform that enables Wales Air Ambulance to manage multilingual content more efficiently, engage supporters more effectively and continue evolving its digital presence with confidence.
One year following launch, Wales Air Ambulance achieved:
- 53% increase in average session duration, demonstrating significantly deeper engagement with website content
- 48% increase in average engagement time per user, highlighting stronger interaction across key supporter journeys
- 39% increase in contact form submissions, generating more supporter engagement opportunities
- 29% increase in engagement rate, reflecting more meaningful interactions across the website
- 27% reduction in bounce rate, helping retain visitors throughout the user journey
- 10% increase in views per session, indicating stronger navigation and content discoverability
- Improvement in average Google search ranking position from 9.5 to 7.6, successfully strengthening organic visibility
Laura Slate, Marketing Manager, Wales Air Ambulance says:
"This project was about much more than replacing our website. As an innovative, pioneering and forward-thinking charity, our previous website simply didn’t reflect this, nor did it provide the structure for a seamless user journey. We needed a platform that could support our fundraising ambitions, simplify content management and create a better experience for our supporters. Equimedia guided us through every stage of the process and delivered a solution that gives us the flexibility, functionality and insight we need to continue growing our digital presence."
Saffron Waite, Digital Communications and Marketing Officer, Wales Air Ambulance says:
"Equimedia delivered a website that has significantly streamlined content management, particularly across our Welsh and English publishing processes. Their implementation of enhanced analytics, reporting and SEO tools has provided valuable insight into user behaviour, while contributing to measurable improvements in engagement, content discoverability and online visibility."
Contact Form submissions up by 39%
Average session duration increased by 53%
Average engagement time increased by 48%
Interested in seeing what we can do for you? Get in touch and let us know about your requirements today.
