AgeNI
Charity
Technology
Digital Strategy Consultancy
Research & Analysis
Stakeholder Co-ordination & Engagement
Redirect Management
Domain Mapping
Analytics & Tracking Implementation
SEO Implementation
Maintenance Reduction
Training & Support
How we saved a charity thousands with just one phone call.
Sometimes, doing the right thing isn't the most financially rewarding, but this time, it paid off in other ways.
When approached to tender for a new AgeNI website, we discovered they didn't need one. Instead, the existing AgeUK master website CMS was a better fit. We collaborated with AgeNI to set up redirects to thei rcurrent site, map content, and guide them through the process, cutting through the technical jargon. By liaising with multiple stakeholders from other AgeUK regions, we ensured the best practices were followed .
Sectors
What we did
Background
AgeNI needed to transition from their current website technology provider due to high costs and the challenge of maintaining content on two separate sites: their NI local site and a UK site subdomain. Initially, they sought a new, standalone WordPress website and had put out a tender, investing time and resources to find the right partner. When we were approached, we took a different approach. After understanding their needs and objectives, we realised they didn’t need a new website. Instead, they could use the existing UK site infrastructure and build out their own site on a subdomain. This approach saved them thousands of pounds and weeks of work, and ultimately ended up with a much simpler solution.
A Simpler Solution
Instead of creating a new WordPress website, we proposed using the existing AgeUK.org/NorthernIreland/ site as the new AgeNI.org website. By leveraging a third-party tool like Bit.ly for tracking campaign links and analytics, all content would remain on the AgeUK site. The existing homepage at AgeUK.org/NorthernIreland/ would become the new homepage for AgeNI.org. We would migrate any Northern Ireland-specific pages and content to the UK site, making AgeUK.org/NorthernIreland/ the main site for AgeNI.
We planned to turn off the existing AgeNI website, implement redirects, and manually redirect key pages. The AgeNI.org domain would still be used for emails and Bit.ly services, providing better tracking than WordPress’s native analytics. Initially, we suggested a higher Bit.ly package for extensive redirects, then switching to a cheaper package for ongoing needs. We created trackable QR codes and landing pages to be used in marketing campaigns and revised their SEO strategy to ensure all content would be indexable and allow them to have a stronger search engine presence going forwards.
Implementation & Benefits
This approach mirrors the strategies used by AgeScotland and AgeCymru. We liaised with their teams for best practices and insights, as well as consulting the AgeUK digital team for guidance on SEO, analytics, and site functionality. This solution avoids the need for a new WordPress site, reduces maintenance, and utilizes the existing AgeUK infrastructure. It also prevents competition with AgeUK on search engines and eliminates the need for the AgeNI team to learn WordPress, ensuring a smoother transition and more streamlined operations. Overall the project was a huge success with time, money and resource savings across the board.
“AY transformed our digital strategy with a cost-effective solution. Instead of building a new WordPress site, they integrated us with the AgeUK platform, saving us money and reducing maintenance. Their guidance ensured a seamless transition. We're thrilled with the results and the efficient service provided by AY.“
Niall Browne
Marketing Director, AgeNI
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