For a food charity, the website stopped being the hardest part of giving.

Alex Makes Meals is a volunteer-powered food relief charity, cooking and delivering meals to people doing it hard. Their website is where donations, volunteers and enquiries arrive, and it had grown the way charity websites do: organically, page by page, faster than anyone could tend it.

Discovery did the unglamorous work first: the site assumed to be nine pages turned out to be fifteen, five of them duplicates, and the paths that matter most, donating on a phone and signing up to volunteer, were where the old site struggled hardest. Slow pages were quietly taxing the charity’s paid traffic too. The plan that came out of it was specific: consolidate the sprawl, design eight new pages around conversion, and rebuild mobile-first so the most common way of giving became the easiest.

The rebuild was delivered at a fixed price, with the donation platform integrated properly rather than bolted on: recurring giving, peer-to-peer campaigns, automated tax receipts, and conversion tracking wired in so the charity can see what works. The team was trained to run the site themselves, and support ran on past launch. Since go-live, donations and enquiries have flowed through the new site continuously.

Charities count friction in dollars. Removing it is fundraising.

Delivered as Solutions Architect at Supernormal Systems.