Avery Healthcare approached Xigen to design and develop a new CMS based website.
They wanted us to promote their range of high-quality care homes.
Avery Healthcare operates residential, dementia and nursing care homes throughout the UK, they focus on the highest possible standards of living for their residents in order to offer peace of mind for the family.
- Design and develop a modern, attractive responsive website
- Increase the number of website leads and phone calls
- Improve current state of search engine positions for key phrases
- Increase user engagement levels, time on page, scroll distance
The previous site had been built years ago and was in need of both a design refresh and also a content management system to give back control to the site owners.
Search engine optimisation had not been performed and basic coding errors existed, meaning that they relied heavily on PPC advertising to generate traffic. The user experience was less than ideal meaning that the traffic that did hit the site was unlikely to convert and the journeys were less than optimal.
We performed a full redesign of the website before selecting WordPress as the CMS that best fulfilled the client’s requirements.
A full range of pages and journeys were designed and signed off before being developed in a modular approach in order to give Avery ultimate flexibility to mix and match modules ad-hoc creating custom pages with ease.
Caching was setup on high traffic pages for the fastest page loads possible, the mark-up was well structured in order to maximise SEO for the new content and image sizes optimised where possible to reduce the payload for key users on mobile devices.
The enquiry forms were completely overhauled and a review engine integrated in order to give social proof of the quality of service and care. The project resulted in an increased number of enquiries along with much less reliance on PPC advertising.
“Our new site has cemented our strong local SEO credentials across all localities. The site is easy to update with fresh content and the blog a useful tool in our social posting approach. Xigen have been accommodating and more than patient with us along the way.”