Site Visit: The Fire Fighters Charity

The charity that provides rehabilitation for serving and retired fire service personnel relaunched its website to raise awareness its work

The Fire Fighters Charity's new website
The Fire Fighters Charity's new website

Organisation: The Fire Fighters Charity
Agency: Public Zone
Spend: About £50,000

The Fire Fighters Charity provides rehabilitation and support services for serving and retired fire service personnel and their dependants. The charity relaunched its website in March to help raise awareness of its work with potential supporters and the people it aims to support, drive donations and let supporters know about local and national events. The charity surveyed its website users to inform the new design.

Design and content

The new site is bright and lively, with many photographs and case studies. Firefighters are often too busy with their duties to go online, so the design is focused on enabling quick access to useful information. There are more prominent calls to action to help drive donations. The site also incorporates a Facebook feed and includes a news feed drawing on posts and articles related to the fire and rescue service.

Camaraderie was a recurring theme of the research, so the website highlights 'hidden hero' fire support staff. Research also uncovered a thriving community of fire engine enthusiasts, so there is a Top Pumps section to host statistics, photos and information about the history of the fire engine.

Special features

The new website uses geolocation to provide information about staff and events to visitors relevant to their local areas. For example, one section of the website profiles local fundraising officers and users are shown the officer local to them.

The Fire Fighters Charity says:

"Our old website served us well, but because the charity has grown and developed its services and activities, we need a more dynamic and flexible site that allows supporters and beneficiaries to find information fast and easily."


Navigation: 4
Accessibility: 4
Innovation: 3
Content: 4

15 OUT OF 20

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