Search Demand Analysis for the industry sector helped define the site architecture ensuring the user journeys were optimal. We also identified that very few competitors were active in promoting care homes at local level, which was the opposite of the way people were conducting searches. This presented a real opportunity to build the website so that each care home had a dedicated microsite that could be optimised for searches at local as well as national level.
With a wide variety of users – from enquirers to care professionals, from journalists to researchers, from job seekers to current staff members, the website had a multitude of functions to deliver – so focus was placed on clear pathways and directional graphics. Bespoke search tools, detailed classification systems and a comprehensive job search and application tool enabled users to find the care homes/care, research articles and other items quickly.
Since the completion of the website, SBP has gone on to provide full agency services for the organisation. This has included advertising, brochures, signage, employee engagement and internal communications.