Making the difference when it matters most

2000+

patients and families supported each year

Learning what people need from the website

Our digital discovery phase built naturally on the deep listening already carried out during Keech’s brand repositioning exercise. Earlier brand research had shown that the way Keech looked and sounded reinforced outdated perceptions of hospice care – cold, sad and clinical. Where Keech was actually a vibrant, warm and celebratory place where life was celebrated.

That same disconnect was even more visible online. Keech’s existing website had become overwhelming: navigation was unclear, content was cluttered, and the user experience fell short. Visitors often struggled to find the support, opportunities and reassurance they needed.

Through digital workshops and user research, we identified three core audiences for the website.

 

Patients and families needed a site that:

• Helped them to easily understand what help and support was available and how to make the most of it.
• Allowed them to take a virtual tour of Keech’s Wellbeing Centre.
• Reassured them about the care they (and their families) would receive.

Supporters needed to:

• Know how they could give something back – from volunteering to donating – and see how their money was being spent.
• Stay up to date with the charity’s mission, events, courses and community projects.

Commissioners and practitioners needed to:

• Discover Keech’s rich research and resources around palliative care.
• Hear patient outcomes and access CPD opportunities, education and training.
• Join a peer community.

£6.5m

in savings for the NHS because of Keech

Designing a supportive user experience

With a clearer understanding of user needs, we turned our attention to digital strategy. Keech’s website had to feel light, welcoming and easy to navigate, and it had to allow audiences to find the information they needed as quickly and effortlessly as possible.

We developed detailed user needs and user stories for each core audience. Every piece of content, every click, and every call to action needed to meet a real human need – whether that was a desire to find reassurance, support Keech, or access training.

We simplified the navigation, stripped away the clutter, and differentiated the content according to whether patients were adults or children. This required a careful balancing act because on one hand, we needed to reflect the fact that Keech is an 'all-age hospice', while respecting the reality that the needs of a parent caring for their child are different from someone supporting an elderly relative.

The website also had to celebrate Keech's people. To tell stories of lives well lived, of communities coming together in their most challenging hour, of exceptional care, and of a job well done. And to thank everyone for keeping the doors open and spreading the word. Most of all, it was essential that any patients and families that landed on the site instantly knew Keech was there to support them. 

Treejack testing allowed us to validate a proposed new sitemap, ensuring that users could intuitively navigate the site, without unnecessary barriers.

The new website and brand assets have been implemented smoothly, well received by our audiences, and are already making the difference – helping us engage new supporters while strengthening our presence in the sector. A big thank you to the IE team for their collaboration and expertise in bringing our refreshed brand to life.

Mellissa Higgins, Head of Marketing and Communications. Keech Hospice.

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Keech charity shops supporting communities across Bedfordshire, Hertfordshire and Milton Keynes

Bringing the brand to life online

The new Keech website was designed and built on WordPress, offering flexibility and easy management.

Our process included:

• Developing detailed Figma wireframes.
• Applying Keech’s bold new identity to the website.
• Reworking the navigation to make sure people can find what they’re looking for.
• Populating the site with over 80 content pages, 34 news articles, 6 patient stories, and 5 events.
• Migrating and refining legacy content to keep only the most useful and relevant information and resources.
• Integrating key systems: like Stripe for donations, Mailchimp for communications, and Google Translate for accessibility.
• Embedding a virtual tour of the Wellbeing Centre to welcome families exploring Keech from afar.

The site’s design incorporates strong visuals, subtle animations and smooth transitions to create an immersive online experience. Forms were carefully designed to be intuitive and easy to use, making it simple for visitors to get the support they need.

Helping Keech own their digital future

Once the website was live, our priority was to empower Keech’s team to manage and grow their digital presence with confidence.

We provided full CMS training, ensuring Keech's team can easily update news stories, event listings, supporter information and anything and everything they want to change themselves. All safe in the knowledge that IE’s helpdesk is ready and waiting to support them if needed, because Keech have signed up to IE's ongoing hosting and support package to safeguard the website long into the future.

Today, Keech’s website is already making a difference. Patients and families can find the information they need more easily. Supporters can see the impact of their donations and engage with Keech’s mission. Professionals can access resources and training to help them deliver better care. And Keech has a website they’re proud of. One that finally makes them look as good as they are.

Thanks to the strong foundations of the brand project, the website feels authentically Keech: full of life, love, and community.

By working with a single partner across both brand and digital, Keech saved time and money – protecting the integrity of their new identity, and ensuring that every touchpoint, physical or digital, tells the same powerful story.