Opportunity Green

The strategic challenge

As Opportunity Green’s mission and impact has expanded over the past few years, its legacy Squarespace website was struggling to keep pace, with new pages and content added over time. Those changes made it clear the site needed to better reflect how the organisation talks about its programmes and the audience it serves.

Opportunity Green wanted a website that could adapt as their team and priorities change, while being easier to use and more accessible. The team were looking for:

• A website that could grow with its team and evolving priorities, while improving accessibility and usability.
• A more engaging, easier-to-read homepage, with key information accessible.
• A site designed for optimum SEO performance, with clear navigation and site structure.
• Page layouts and content that clearly explain their work and encourage donations, with calls to action placed in the right spots.
• Stronger adherence to web standards and accessibility guidelines, without compromising their existing brand identity.
• A website with a carbon-neutral footprint.
• An on-brand design that modernised the look-&-feel of the previous site, making Opportunity Green more relevant and impactful in its online presence.

Key audiences included environmental policymakers and decision‑makers, sustainability and NGO professionals, green funding initiatives and informed members of the public.

“The team is knowledgeable, passionate and solutions-focused and we look forward to working with them in future to develop the site even further.”
Hannah Jolliffe, Communications Director, Opportunity Green

Our approach

We started by clarifying Opportunity Green’s goals, audiences and content priorities, then agreed on a new sitemap and page hierarchy that grouped its work into clear thematic areas and surfaced core actions such as reading reports, signing up for updates and donating.

With the structure in place, we created a set of reusable page layouts and building blocks the team could use across the site. On the homepage, we added a clear hero section that quickly explains who Opportunity Green is and what it does, with strong imagery and subtle movement to showcase current campaigns without requiring scrolling.

Initial UX and UI work was carried out in Figma with client sign-off, and the fully bespoke design was developed in WordPress using the Bootstrap framework and ACF Pro.

We used sections to spotlight key topics, organisation details, and ways to get involved. We also simplified the main navigation so visitors can understand the site’s main areas at a glance.

The Opportunity Green team were involved at every stage – providing feedback across UX and UI stages, evaluating content, and supporting with a huge content reclassification exercise that used a combination of WordPress tags and categories to build dynamic content components across the site.

We built the new site in WordPress with templates for the main content types, and it was tested in BrowserStack across hundreds of devices. The site is hosted on Submerge’s certified carbon-neutral servers.

After launch, we supported Opportunity Green through launch and post-launch, including extensive redirects of hundreds of legacy pages to the new site structure and URL hierarchy and ensuring the new structure, templates, and guidance enable the team to manage the site in‑house.