WEBSITE USER RESEARCH & COMMUNICATIONS RECOMMENDATIONS

We now want to re-develop the website to coincide with the launch of a new funding strategy in 2019, and are commissioning this research to inform the content and information architecture of the new site.

HLF's 2017-18 business plan has made promoting the National Lottery brand and demonstrating the value of heritage as a good cause a corporate priority. This is likely to be endorsed in a forthcoming Corporate Strategy.

The website needs to prioritise: • A strengthened focus on National Lottery players in our communications and advocacy • Improving recognition and awareness of the National Lottery while promoting heritage as a TNL good cause, amongst the public • Building on HLF's profile as a sector leader, communicating the impact of our funding

Therefore, to complement those applying for funds or running projects, there needs to be a focus on how we can meaningfully reach and engage the wider public and opinion-formers with an aim of increasing awareness of National Lottery funding for heritage and showcasing the difference heritage makes in people's lives. There is an aspiration to give this audience parity with our applicant/grantee audience.

The research should explore what content these audiences would expect of HLF (if at all) - beyond our remit as a grant-giver aiming to attract and help applicants for funding. It should also recommend how relevant areas of our website should be presented to allow for efficient user journeys.