Capturing the diversity of readership in UK’s leading LGBTQ+ news outlet

Empowering editors with simplified workflows, responsive design, and targeted ad placements.

Project overview

PinkNews is a digital news outlet that provides inclusive, diverse, and relevant news and features to the LGBTQ+ community. As the oldest digital LGBTQ+ news publisher in the UK, PinkNews has a large and dedicated readership. In order to better serve their audience and continue to grow, PinkNews decided to commission Elementary Digital to design and develop a new website.


  • Content migration for ten years of content.
  • Simplified WordPress editorial workflow.
  • Redesign for a diverse and mobile-first audience.
  • Direct and dynamic ad placements.

The brief

The editorial team at PinkNews had a number of specific requirements for improvements to the new site, including the ability to streamline their editorial process and the integration of multiple advertising platforms. To better understand how the PinkNews editorial team worked and to ensure that the new website would meet their needs, we conducted research into their workflow and how they used the WordPress editorial experience. Based on this research, we were able to make recommendations for streamlining the editorial process by reducing the number of steps taken from writing to publication.

An enhanced editorial experience allows features like “Top Picks” to highlight special content.

The solution

The new website design was conceived from the ground up, with the goal of creating a fresh and interesting look. The website was designed to be fully responsive, ensuring that it would look great and be easy to use on any device, especially on mobile devices, where most of their content is viewed. Together with the PinkNews editorial team, we took into account the needs and preferences of PinkNews’ diverse readership, and designed the website with a clean and modern look that would appeal to a wide range of audiences.

Digital advertising

In addition to the design and development of the new website, we also integrated the website with multiple advertising platforms. This included the implementation of dynamic ad placement within articles, which allowed for the display of relevant and targeted ads to readers. This allowed PinkNews to deliver targeted advertisements to their audience and increase revenue through ad placements.

Ads can be inserted dynamically between content.

The challenge

One of the major challenges of this project was the large content migration from the old WordPress site to the new site. The existing PinkNews website had been in use for over ten years and had a large number of articles and media to transfer. This meant that all of the links and references to these articles had to be preserved, even as the website underwent a complete redesign. To achieve this we had to develop a robust and efficient process for keeping content in sync while ensuring that all links and formatting remained intact with the brand new theme. 

The people that made it possible

  • Rodger
  • Tom