“Oh, he lives in a house, a very big house in the country.”

Join me in song as I celebrate one of the most beloved institutions in the UK and the launch of its new website.

Yes, it’s the National Trust for Places of Historic Interest or Natural Beauty, or simply National Trust for short.

Here are some cool bits from its new responsive website, developed with Digitas LBI.

Ghost buttons…

Lovely stuff. Ghost buttons are becoming more and more common, one of our design trends of 2015.

This nice bit of CSS helps every call to action look a little more elegant and means they don’t have to detract as much from content.

ghost button national trust

…including the best call to action ever written

There’s nothing more to say about this, other than it’s not a euphemism, and you can click through below if you’d like to go.

national trust ghost button

Colour and contrast

The National Trust is about cultural heritage, but a shorthand for that is beauty.

So, it’s very pleasing that the new Trust website has such bold colouring and contrast throughout. It really does improve the experience.

Below is a selection of elements that stood out.

national trust website

national trust website   national trust website

national trust website

national trust website   national trust website

A long-arsed membership landing page

I can’t capture the page in full, but go and check it out for yourself. It’s a long, persuasive and content-filled page intent on increasing memberships.

Not only is it visually stunning but it caters for a number of different personas, includes seasonal detail, testimonials, FAQs and editorial (’10 reasons a National Trust membership might change your life’).

Here are three of my favourite bits…

national trust join us page
national trust join us page
national trust join us page

First person stories

Who can sell your wedding venues better than the happy bride and groom?

This is great marketing, not to mention delicious typography.

The faceless testimonials shown above on the membership page are nicely presented (where the product is worth around £100), but when the service on offer is a few orders of magnitude more expensive, and part of the ‘best day of your life’, something more persuasive is called for.

national trust testimonial

Superbly inclusive copywriting (and the second best ever call to action)

The National Trust relies on donations, volunteers and a massive amount of good will.

Creating a website that represents the open face of the organisation starts with copywriting.

This screenshot uses decetively simply copy, all very much in an active and friendly voice.

national trust call to action

Chunky search

The search facility is really fun to use, thanks to its prominence just below the fold on the homepage, use of a chunky text field, auto-suggest and beautiful results pages.

No doubt a more prominent search bar will give the National Trust another source of data to assess regional interest in the organisation.

national trust search
national trust search results

A fantastic jobs website

There’s a new jobs website, too, on another domain, developed alongside employee comms agency ThirtyThree.

It’s just as enjoyable. In the new world of talent shortage, changing company culture, transparent organisations and innovation labs, the National Trust jobs website is as good as any I’ve seen at setting the right tone.

national trust jobs
national trust jobs