The Salmon & Trout Association (S&TA) has relaunched its website (www.salmon-trout.org) as part of its overall strategy to respond proactively and creatively to the expectations of the growing number of people who use the internet and online services as a first resource for information, purchasing, communicating.
The Home page sets the scene with a clean, elegant design and clearly signposted destinations. S&TA’s famed advocacy projects are highlighted down the right hand side, with each campaign featuring its own colour coding for easy recognition. Interactive features – S&TA’s videos, blogs, facebook and E-News – are given particular prominence. Striking flash images just under the masthead headline breaking news, announcements and latest activities. And, because more and more members are using the website to join or renew their membership, the navigation from home to recruitment pages has been considerably streamlined. From the arresting Join Now box on the Home page to the membership form takes just three clicks.
“What lies beneath is important,” Paul Knight, S&TA CEO, explains. “Our website has always enjoyed a deserved reputation for offering serious in-depth, science based analysis of the issues facing the aquatic environment today. However, we are very aware that people need to acquire their information quickly and memorably. All that essential information and those research papers are still on site, but each issue now has its own landing page that clearly summarises the problem, the status, the ongoing activity. The read more facility then takes the visitor on as far as he or she wants to go.”
He adds, “Interactivity and the capability of reacting quickly to important new events are key features that pull many new visitors in. There will always be something noteworthy on the site! S&TA is unique in that it is the only UK fisheries charity which campaigns politically for the management, protection and conservation of fish and the environments necessary for them to thrive. The website is designed to enhance and underpin this position.”
The S&TA website was designed by Figaro Brands and built and maintained by 360ss.
