CASE STUDY

Layercake Partners with Endometriosis Australia to Revolutionise Digital Engagement and Education

DETAILS

Company Name: Endometriosis Australia

Website: https://endometriosisaustralia.org/

Together, Layercake and Endometriosis Australia are transforming digital engagement to raise awareness and provide vital support for those affected by endometriosis.

GETTING TO KNOW ENDOMETRIOSIS AUSTRALIA

Endometriosis Australia is the national peak body organisation dedicated to increasing recognition of endometriosis, providing education, and largest non-government funder of research. Their mission is to ensure that the 1 in 7 Australian women affected by endometriosis receive the support and information they need.

OVERVIEW

As a nationally accredited charity, Endometriosis Australia required a digital destination that would adequately meet the needs of its audience; to raise awareness, educate and fund research for endometriosis. The existing website did not support the organisation’s mission. It was difficult to navigate and access relevant content and lacked the ability to easily receive donations. Layercake addressed the issue by providing a dual faceted digital transformation. The first solution focused on overhauling the existing website to make it more accessible, optimised for SEO and user-friendly for staff to maintain and for the end-user audience to engage with. The second stage of the digital transformation was the development of the EndoAware Learning Management System (LMS), a secure and scalable corporate training platform for HR and managers on how to best support employees with endometriosis. The digital transformation has resulted in a dramatic rise in website traffic, increase in donor conversion, optimised organisational efficiency and recognition of Endometriosis Australia as the global leader in endometriosis education and advocacy.

BUSINESS CHALLENGE

Endometriosis Australia faced considerable challenges with the existing website. As the main point of contact for people wanting information on endometriosis, both in Australia and internationally, it lacked the ability to adequately meet the needs of its audience. The site was difficult for users to navigate and difficult for the Endometriosis team to maintain. It also lacked the ability to easily garner donations from supporters, a missed opportunity to help raise funds for the important work of the organisation.

The previous site was not designed according to best practice for SEO, readability and accessibility which further limited its reach. For Endometriosis Australia, updates to the site were complex and time-consuming and its ongoing management posed a challenge for the small digital team. In addition to the website, Endometriosis Australia took strategic action in the workplace through the creation of EndoAware, a Workplace Accreditation Program and Learning Management Platform to assist corporate partners to navigate the needs of employees with endometriosis.

INSIGHTS

Layercake was engaged because of its track record delivering successful digital transformation projects for similar organisations. Layercake understood the need to deliver a long-term, value-based solution that would provide scalability with the evolving needs of the organisation.

A Dual-Faceted Digital Transformation Approach

  1. Website Optimisation Solution
    Layercake proposed a complete website overhaul to create a more engaging, accessible, and donation-friendly platform:
  • Accessibility & Readability: This work was redesigned to the best practice of readability and accessibility, to make sure that content is understandable for everyone.
  • Engagement & SEO: Improved for organic search with additional focus on content organisation to provide better narratives and user experience.
  • Simplified CMS: Developed a flexible content updating system to allow Endometriosis Australia’s small team to manage the content updates whilst adhering to the SEO requirements.

User-friendly Donation Portal: Implemented a safe, low-action donation gateway, thus opening the possibility for more people to contribute.

  1.  EndoAware LMS Development
    To support Endometriosis Australia’s sustainability and corporate training goals, Layercake developed the EndoAware Learning Management System (LMS):
  • Secure & User-Friendly Design: Designed to address federal security standards, as well as provide an ideal experience for corporate stakeholders.
  • Modular Learning Tools: Designed to educate companies on supporting employees with endometriosis, a condition affecting around 1 in 7 women in the workforce.
  • Scalability for Future Growth: The platform was designed to extend to healthcare practitioners in the future, securing Endometriosis Australia’s position as a global leader in endometriosis education.

“They recognized that we had reached a critical juncture where our original website could no longer support our expanding mission. Their team demonstrated remarkable patience and expertise in guiding us through the digital transformation process, taking time to understand our limited technical experience and resource constraints. They didn’t just deliver a new website; they provided us with user-friendly tools and systems that our small team could confidently manage. The result has been transformative – a professional, accessible platform that has significantly enhanced our ability to reach those affected by endometriosis and attract vital donor support. Their partnership has been instrumental in elevating Endometriosis Australia to the next level of digital engagement and organizational effectiveness.”

Mónica Forlano

Chairperson of the Board of Directors, Endometriosis Australia

RESULTS

Layercake’s collaboration with Endometriosis Australia delivered significant, measurable improvements across engagement, efficiency, and sustainability:

Increased Engagement:

  • Increase in website traffic.
  • Increase in the organic search rankings.
  • The content accessibility and readability of the materials were enhanced to meet the government requirements and audience satisfaction

Enhanced Donations:

  • An Improvement in online donor conversion can be attributed to the smooth, seamless donation process.

Operational Efficiency:

  • The updated CMS means that the website now takes a fraction of the time to update, freeing up the team to work on other tasks

LMS (Learning Management System) Impact:

  • Launched the world’s first endometriosis-friendly LMS, empowering corporate partners to support employees with the condition.
  • New revenue streams established through corporate training partnerships.
  • Expanded Endometriosis Australia’s reputation as a global leader in endometriosis education and advocacy.

WHAT THE CLIENT SAYS

“The enhanced website has transformed how we connect with the endometriosis community. Our traffic has increased substantially, with more people finding the critical information and support they need. This digital transformation has been instrumental in advancing our mission to raise awareness and support for those affected by endometriosis.”

Mónica Forlano

Chairperson of the Board of Directors, Endometriosis Australia

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