Balhousie Care Group
Brief
Following a competitive pitch, SBP Creative was appointed to design and build a new website for Scotland’s leading care home provider, Balhousie Care Group.
The brief was part of a brand-building focus, and specifically designed to showcase each of the 26 different care homes. Also key was provision of a career hub, created by integrating the careers section with an end-to-end bespoke recruitment service via a bespoke API.
Deliverables
Search Demand Analysis for the industry sector helped define the site architecture, ensuring the user journeys were optimal. This revealed that very few competitors were active in promoting care homes at local level – the exact opposite of the way searches were conducted! This led to a website build that included a dedicated microsite for each care home, that could be optimised for both local and national searches.
With a wide variety of users – including enquirers, care professionals, journalists, researchers, job seekers as well as current staff members – the website had a multitude of functions to deliver – so clear pathways and directional graphics were essential. Bespoke search tools, detailed classification systems and a comprehensive job search and application tool enabled users to find information quickly.
Since the completion of the website, SBP has gone on to provide full agency services for BCG. This has included advertising, brochures, signage, employee engagement and internal communications.
