Birmingham Children’s Hospital Website Optimisation
The Brief
Lunar Digital worked with Birmingham Children’s Hospital Charity to optimise their digital performance, starting with a complete SEO and UX overhaul of the donation journey. With just 335 visits a month from Google and a 1.6% donation conversion rate, we uncovered major friction across their site and set out to fix it fast.
Our team tackled technical issues, refined messaging, and rewrote key landing pages to match real search intent. We also gave BCH full visibility into what was (and wasn’t) working, by integrating CRM and GA4 tracking, making future optimisation easier and smarter.
What We Did
We tackled the root causes, not just the symptoms, starting with a full technical SEO audit to identify and resolve issues to rewriting key landing pages with high-intent, conversion-focused copy and overhauling the user journey to future-proof the site.
Ran a full SEO audit and technical clean-up
Optimised core donation and landing pages for high-intent keywords
Streamlined UX with stronger CTAs and internal linking
Connected CRM and GA4 to track every step of the user journey
The Impact
A cleaner, faster, more effective digital engine in just four weeks. Through fixing hidden issues, refining key journeys, and putting the right tracking in place, we gave Birmingham Children’s Hospital the tools and clarity they needed to grow donor impact through search.
+80% organic traffic after 6 months
+130 new ranked keywords
77% reduction in technical errors
16% boost in organic search visibility
Lunar Digital continues to support ongoing improvements, ensuring BCH’s digital presence performs as strongly as their mission.