Age UK

Helping Age UK elevate their digital presence

The Challenge

Age Co had a stairlift that people trusted, a partnership with one of the UK’s most recognised charities, and a customer service promise that genuinely stood apart from the competition.

What they didn’t have was a website that said any of that.

The site was ageing. Mobile experience was poor. The CMS was difficult to update internally. SEO performance was declining. And the thing that matters most in any considered purchase, trust, wasn’t coming through clearly enough to convert.

The brief was to fix it. All of it. And to do it for an audience that demands more care, more clarity, and more accessibility than almost any other.

Insight Before Strategy

Before we touched a wireframe, we did the work. We ran a discovery workshop with Age Co and Handicare stakeholders, held in person, to get under the skin of the business. Products, audience, customer journey, competitive landscape, commercial priorities. We reviewed analytics, mapped the existing site, audited the UX, and identified exactly where the current site was losing people. What came back was a clear picture.

The messaging was there, trust, service, value, heritage – but it wasn’t being delivered with enough impact. Key proof points like the 24/7 customer helpline, the two-year warranty, and the Age Co charitable connection were buried or underplayed. The mobile experience was making a hard decision harder. And content that had been written for documents, not web pages, was slowing the whole experience down.

We also looked hard at the competition. Our observation was simple: where’s the emotion? Every competitor site looked functional. None of them looked human. That was the gap.