Improvements in SEO lead to valuable reassessment of service provision for Young Women’s Trust

Originally a part of the YWCA, Young Women’s Trust has campaigned for economic justice for young women since it first stood independently over 10 years ago. Aiming to achieve equality in the workplace, the charity offers support to women on low or no pay in getting where they want to be, tackling sexism and misogyny. 

Fat Beehive designed the YWT website in 2021. The charity now needed upskilling to maximise its efficacy. Jack Crowley, Senior Digital Strategist, says the charity had a great understanding of their target audience, but didn’t know how the audience was reaching the website – what they Googled to find the website. So Fat Beehive set out to understand what their users really wanted to know. 

The work turned out to be unexpectedly valuable to YWT: the work done to improve their SEO and get the basics in better order, involved research into where the main traffic on their site was headed. Using analytics they were able to see just what people were searching for, and it emerged that career coaching services were showing high numbers of searches on Google. This led to a plan for YWT to improve and expand those areas of service provision. Which in turn will feed back into their SEO strategy. The prospect: greater opportunities to convert a higher percentage of searches into young women reaching their website and getting the help they need with career coaching services. 

Young Women’s Trust have taken the findings of Fat Beehive’s research, and are using it for further internal work to provide the best service they can for their target audience.

Jack singles out his work with Young Women’s Trust as a recent highlight. Always enjoying work best when it’s with people-centric organisations, he says YWT’s mission stood out to him as one of great importance. Jack says it’s always been visible to him how young disadvantaged women are under-represented in the workplace: gender inequality is everywhere, but this is further amplified for women who are both younger and from an underpriviledged background. Jack loved working with the small friendly team at YWT, and really enjoyed helping the organisation make a difference to the lives of young women.

www.youngwomenstrust.org