Communications News: Site Visit - www.wwf.org.uk

The WWF is such a successful organisation that it can get away with referring to itself only by its initials and its iconic panda logo. Its website is a similarly successful enterprise, balancing information, donation, shopping and campaigning.

Its layout is effective and well-designed, but is possibly a little 'corporate'.

However, it certainly can't be faulted for the range of resources on offer or the clarity of navigation - and for a change it actually has a telephone contact number on the main page.

Main pages

The mix of elements on the main page was very good - basic identity information, news and feature copy to draw in the visitor, as well as clear campaigning themes. This is another website with a functioning search engine, which returned appropriate hits on the test term of "global warming". Overall, however, there could be a little bit more passion - this seems to be a site to visit to get data, as opposed to one that connects with the casual visitor.

Special features

The main WWF site has a very good sub-domain, its Earthly Goods catalogue, at wwf.org.uk/shop, which offers 200 eco-friendly home and garden products online.

WWF says:

"Our website has four main objectives: to make the organisation more effective by communicating our messages to a wide audience; to encourage people to help us achieve our mission by taking informed action; to help raise funds for our conservation work; and to save money and resources - making us a more efficient organisation."

Site Visit is by technology writer Gary Flood

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