The Challenge
WMUK came to us with a problem most charities face but few can diagnose: people simply weren’t finding the information they needed – or finding the website at all. Years of content added on top of an inflexible Wix setup had created structural issues, duplicate content, poor SEO signals, and almost no ability to scale. Fixing it would be more expensive than rebuilding it, so that’s exactly what we did — without changing the charity’s existing visual branding.
Our Approach
We didn’t just rebuild their website. We rebuilt their ability to reach people who need them.
A future-proof rebuild
We migrated the entire site from Wix to WordPress, keeping the design but transforming everything under the hood — giving WMUK full control, flexibility, and the ability to grow the site without breaking it.
Clearer content, stronger authority
We restructured the charity’s entire content architecture into topic clusters, added a medical glossary, created/editable templates, and shaped pages around expertise and clarity. We introduced adviser bios to surface WMUK’s expert medical board, significantly reinforcing their E-E-A-T signals.
Fixing SEO at the foundations
Following our SEO audit, we implemented:
- A complete internal-linking strategy (including hundreds of anchor links to the “What is WM?” pillar page)
- Schema markup
- De-duplication of content
- Clean URL structures
- Consistent terminology and metadata
- These changes told Google exactly what each page was for — something the old site struggled with.
Powerful new tools
We designed & built WMUK’s clinical trials database, transforming a previously unavailable feature into one of their most visited, high-value resources
The Outcome
The results speak for themselves.
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Website traffic doubled year-on-year
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Huge increases in returning visitors, engagement and page depth
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Explosive growth in search visibility (+358% impressions in Google without sacrificing ranking)
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Major rises in key informational pages, including nearly 3× as many people entering the site through “What is WM?”
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WMUK now appears across Google AI Overviews, Gemini & ChatGPT as a trusted source of patient-friendly information
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International reach expanded dramatically, with surges from Europe, the US, and Asia
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WMUK was even asked to advise the Patient Information Forum on tackling AI-generated medical misinformation – a direct recognition of their improved content quality and authority.
All of this was achieved without redesigning the look of the site – proving that strategic structure, not just aesthetics, drives real impact.
WMUK
Rebuilding a Charity’s Digital Presence for Real-World Impact
A stronger charity, a stronger community
WMUK now has a website that finally works as hard as they do: faster, clearer, easier to manage, and far more discoverable. More people affected by Waldenström’s macroglobulinaemia are finding life-changing information, more clinicians are engaging with their resources, and the charity is positioned as a trusted voice in both traditional search and the emerging AI landscape.
Narrative Industries didn’t just improve a website – we increased WMUK’s ability to reach, support, and empower the people who rely on them.