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Case study

Communicating impact through website development 

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Organisation type

Charity/third sector

Membership organisation

Sector

Environment and sustainability

Service

Brand

Design

Digital

Strategy

Websites

The brief

Following a brand rebuild delivered by Barley, ETP needed website development support to bring its new identity to life online. The organisation was looking for a long-term digital partner to help create a future-facing website that reflected the scale and ambition of its work across the global tea sector.

The new site needed to clearly show how ETP’s projects connect, communicate impact more effectively, and serve a wide range of audiences – particularly those working in tea-producing regions. A key challenge was translating ETP’s complex, three-dimensional Theory of Change into an experience that was engaging, accessible and easy to understand.

Insights and approach

We began with an intensive immersion phase, combining landscape, Google Analytics and SEO audits with stakeholder interviews and a UX workshop. This helped us build a clear picture of user needs, behaviours and priorities across ETP’s diverse audiences.

Taking an audience-first approach, we reshaped the sitemap, hierarchy and content architecture to make the site easier to navigate and more intuitive to use. To encourage exploration and keep users engaged, we designed a ‘revolving door’ experience, supported by a robust tagging and filtering system and clear calls to action linking to related stories throughout the site.To better communicate ETP’s impact, we created a dedicated impact page that places the organisation’s Theory of Change at its heart. By making this interactive rather than static, we transformed a complex framework into a more digestible, engaging experience that reflects the realities of the tea sector.

Results

The new website has significantly improved how ETP presents itself and supports its strategic goals. Clearer navigation and stronger content structure make it easier for users to find relevant information, while interactive elements encourage deeper engagement across the site.

ETP’s work and impact are now brought to life through well-organised, clearly tagged stories, and the refreshed design successfully projects the new brand while meeting AA accessibility standards. Improved performance metrics show users are spending longer on the site and engaging more meaningfully with content.Since launch, the organisation has also seen increased interest from prospective members, with three companies currently in the process of joining. The project was shortlisted for Best Website at the Memcom Awards 2024, recognising the effectiveness of the new digital experience.

4.12 mins

average session duration, increased from 1:07

40%

bounce rate, reduced from 76%

3

new companies in the process of joining

“

Throughout the diverse projects we have worked on with Barley, the team’s exceptional ability to facilitate meaningful, tailored, and interactive workshops has been standout. The team are expert at convening workshops that not only respond to our strategic goals, but also successfully foster a real sense of alignment internally. Barley’s workshops have proven instrumental in driving forward our impactful projects together – and are always a welcome (and fun!) touchpoint.

Alexis Fromageot

Communications lead, ETP

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