Arafmi Website Experience Review
Arafmi is the peak body for mental health carers in Queensland. The non-profit partnered with Untapped Customer and Black Sheep Communications to review the usability, clarity, and inclusiveness of its website ahead of a planned redevelopment.
The project combined a homepage website audit, behavioural analysis, and facilitated testing with five people with lived experience of disability. The project scope was to understand how users navigate the site, find support and complete key tasks online including booking key services.
Problem
Arafmi wanted to better understand whether the homepage of its website was effectively supporting carers and people seeking help online.
As the main entry point to the organisation’s digital experience, the homepage needed to clearly explain who Arafmi supports, guide users to key services, and help people quickly take action online.
The organisation needed insight into:
how easy the homepage was to navigate
whether users could complete key forms and pathways
how understandable the content was
how the website performed for users with disability
whether users could easily understand who Arafmi supports.
The review was designed to help inform the redevelopment of the new website and future digital communication practices.
5,300
URLs analysed during the review
373
duplicate page titles found
728
broken links identified across the site
66%
of the website was not visible to search engines
Solution
Untapped Customer and Black Sheep Communications delivered an Inclusive Digital Experience Pilot focused on Arafmi’s homepage and key support pathways.
The review included:
analysis of 1,338 pages and 5,300 URLs
content, readability, and technical review
heat mapping behavioural analysis
facilitated testing with five people with disability using screen readers, text-to-speech, modified controls, desktop, mobile, and tablet devices.
The review found:
website readability sat at Grade 11–12, above the recommended public website benchmark of Grade 6–9
66% of the website was not visible to search engines
728 broken links and 373 duplicate page titles existed across the site
only 2 of 5 participants found Arafmi through search results
AI-generated search results often directed users to other organisations or omitted Arafmi entirely.
Testing also identified friction within forms, event pathways, and screen reader experiences, while highlighting strengths in content clarity and readability.
Outcome
The pilot provided Arafmi with practical evidence to guide the redevelopment of its website and improve how support services are communicated online.
The findings informed:
how the organisation may approach communications for the web and digital publishing in the future
future form and referral pathway design
discussions around AI search visibility and how users discover support services online
improvements to messaging around respite care and support pathways
greater consideration of lived experience perspectives in digital design.
The review also reinforced the importance of plain English, clearer user pathways, and designing digital experiences that work effectively across assistive technologies and devices.