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It was essential that the new site provided the organisation with a unique online identity – one that helped to create differentiation in a competitive industry, and encouraged potential volunteers to make an enquiry. As Gap Africa offers tailored projects for both individuals and groups, a key objective of the new site was to create clearly defined visitor journeys, in order to direct people to the projects that were most relevant to their requirements – a process which involved restructuring the site content to suit the new navigation.

After our initial research into Gap Africa’s direct competitors, we proposed the implementation of a unique ‘Volunteer Hub’, which would act as a key area of the redeveloped site. The aim here was to attract new prospects by offering valuable information such as travel tips, FAQs and case studies, plus a dedicated project gallery. To help create further differentiation, we also designed a striking set of web banners to help truly bring the brand to life, and to ensure that the site possessed a unique visual identity when compared to its competitors.

The new Gap Africa website has transformed the brand’s online presence, making a positive impact almost immediately after launch. Year on year enquiry rates have increased by 48% over the previous site, while the average duration of visitor sessions has nearly doubled – and we’re confident that these results will only continue to grow in the future!