Braeburn provide care at home services for the elderly to enable people to choose to remain at home, with their independence, like most of us want to be able to do. Braeburn’s focus is on compassion and commitment, and this needed to come across in their design. They approached us not only to redesign their website, but to give some direction on an SEO strategy – which ties in well with a complete overhaul of any site.
Occasionally, with website designs (and in particular with redesigns) agencies can get caught in the maze of attempting to break boundaries, push coding to its limit – and in the meantime they confuse the audience and upset the users. It was critical this wasn’t the case with Braeburn. Their clients are looking for stability and care, and an understanding of what’s to come. Often, users will be family members of clients that need to be reassured that that care their close ones deserve is what will be delivered.
With this in mind, we focussed on a simple – not to be confused with basic – design that emphasis information and comfort, as well as ease of use. We attempted to convey confidence rather than dynamism, and consistency rather than flair.
Search Engine Optimisation continues to be critical in online marketing, and the care industry for elderly patients is no different. There are numerous competing groups out there, and Braeburn Care needs to get their name in front of the people that need them the most. Our research for Braeburn’s SEO strategy was a mixture of hitting numbers with hitting the right people. Users of search engines that were looking for what Braeburn can offer. That means thinking outside the square, rather than simply plugging keywords like ‘elderly care’. What, on an average day, do the end target audience of Braeburn think about and look for? It’s a work in progress, but the signs are promising.