Lincs & Notts Air Ambulance A life-saving website
A reimagined digital presence for Lincolnshire & Nottinghamshire Air Ambulance – creating a site that supports fundraising and honours their impact.
The Lincolnshire & Nottinghamshire Air Ambulance (LNAA) is a life-saving charity that brings emergency care to those who need it most.
When LNAA appointed Optima to redesign their website, it was clear the project was about much more than a visual refresh. The new site needed to serve a wide range of users – from patients and families to fundraisers, volunteers and clinicians – while providing a powerful platform for fundraising and community engagement.
Working closely with the LNAA team, we took a ground-up approach to content, structure and design. The site needed to tell the story of the charity’s incredible impact while making it easy for supporters to donate, get involved, or find the information they need. We reorganised the site’s architecture to create intuitive pathways through rich and varied content from live mission data and patient stories to upcoming events, lottery information, and guidance on leaving a gift in your will.
A major focus was streamlining the giving journey. Donation options are clearly signposted throughout the site, with carefully structured forms that guide users through different giving types – whether a one-off gift, regular donation, or tribute in memory of a loved one. These are supported by clear messaging around how each contribution helps. The lottery section has also been reimagined as a bright, engaging space designed to drive participation, showcase prize funds and explain how proceeds support LNAA’s vital work.
Every element was designed with usability in mind, from the accessible donation forms to the flexible content blocks that adapt across devices. The visual language builds on LNAA’s existing brand, with renewed energy and clarity to match the scale of their ambitions.
The site also brings LNAA’s values to the fore. A new Saving Lives section explores the real-world impact of the service – from the advanced medical team that flies on board, to the patient support offered long after the helicopter has landed. Integrated mapping and filtering allow users to explore recent missions, while embedded thank-you modules highlight the generosity of LNAA’s community.
Behind the scenes, the website is built to grow. The flexible CMS gives the team full control of content updates, campaign pages and storytelling. A powerful but user-friendly search tool makes the growing library of news, events and resources easy to navigate, and smart content tagging supports future SEO and campaign performance.
The new LNAA website is a practical, powerful tool supporting day-to-day operations while championing the charity’s mission. It helps people find answers, take action, and feel part of something vital. We’re proud to support an organisation doing extraordinary work, and we look forward to helping them evolve their digital presence as their service continues to grow.
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