Having been the chosen communications and branding expert for Leeds Teaching Hospitals for many years, we were asked to deliver a digital strategy and new website build.

The challenge was to maintain website search visibility and Google rankings (with over 75,000 sessions per month coming from organic traffic) and to build a more user friendly site structure.

They also required continued support with analytics, content editing and CMS training, as well as continued support with offline branding projects.


Our approach for the new strategy was to create a plan for long term performance and scalability. And with 50% of users viewing the website on mobile, we made it our mission to deliver the same user experience across all devices.

Responsive Design & Build

After an in-depth usability and analytical website review, it was clear that the LTHT website had several areas that needed to be improved. We created a responsive website, as well as implementing a strategy to retain traffic and rankings, and restructuring 5,500 unique pages.

The result was a user-friendly website accessible from mobile, tablet or desktop with easy navigation and better accessibility of information for patients.

  • CMS Editors Trained

  • Key Stakeholders

  • Review Days

  • Website Testing Days


Time to Shine Awards 2017

For the Leeds Teaching Hospitals NHS Trust’s Time to Shine Awards, we were tasked with digitising the nominations and judging process. This was alongside our printed communication collateral after the previous year’s work in developing the brand and identity.
By taking the awards process online, we were able to save the judges a lot of time whilst also helping them to create a more accurate system.

The Leeds Way

Values of an organisation don’t stop at staff engagement. They serve as an outward, emotional connecting tool to achieve a unique sector position. They reaffirm core beliefs are central to everything an organisation does. The'Leeds way'is all about communicating these values to each and everyone who works with and experiences Leeds Teaching Hospitals. As with any organisation, it is vital values are visually accessible for all - 'the way we do things around here’.


Consistently deliver high quality, safe care.
Organise around the patient and their carers and focus on meeting their individual needs.
Act with compassion, sensitivity and kindness towards patients, carers and relatives.


We will treat others how we would wish to be treated. Strive to maintain the respect and dignity of each patient, being particularly attentive to the needs of vulnerable groups.


Recognise we are all one team with a common purpose. Include all relevant patients and staff in our discussions and decisions. Work in partnership with patients, their families, and other providers - they will feel in control of their health and care needs.


Act with integrity and always be true to our word. Be honest with patients, colleagues and our communities at all times. Disclose results and accept responsibility for our actions.


Empower colleagues and patients to make decisions. Expect colleagues to help build and maintain staff satisfaction and morale - more can be achieved when staff are happy and proud to come to work. Celebrate staff who innovate and who go the extra mile for their patients and colleagues.

Enhancing Patient Journey

In addition to digital support, we have also worked on illustrations to help improve patient journey and experience at Leeds General Infirmary’s Children’s Hospital. We studied the hospital’s patient pathways all the way from pre-admission to discharge, and came up with a set of graphics to calm, relax and inspire young patients.
Taking on an underwater explorer theme, our graphics create quite the journey for a child and provide a fun talking point for families.

Leeds Teaching Hospitals NHS Trust is one of the largest and busiest acute hospital trusts in the UK (and one of the largest teaching hospitals in Europe). Not only do they contribute to the health and wellbeing of the local community, but they also play a leading role in research and education.

As one of the biggest employers in the region, Leeds Teaching Hospitals provide jobs for over 17,000 members of staff.


“The team at the FDP proved to be a really valuable asset to the project. From the outset they helped us take a strategic view with their analysis of our user profiles and behaviours. The project is now helping us to build systems for information assurance inside our organisation as well as improving the quality and accessibility of our information for users. FDP’s team responded positively to our questions and suggestions and they continue to be supportive as we use the changes we have already made to influence far-reaching changes in the way we interact with people through our website.”

Ross Langford

Head of Communications | Leeds Teaching Hospitals NHS Trust

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