Full Text
The Challenge
Target market appeal is an important aspect of any website – and it becomes even more necessary when the website subject is a change in life stage. This site had to be reassuring, friendly, uncluttered, informative and easy to read – whilst reinforcing the professional and caring nature of the region’s largest Care Home provider.
The Approach
The site is strongly ‘people centred’, featuring a number of images of smiling, characterful older people to portray a message of a friendly and interesting lifestyle. This is reinforced by a strong reassuring message of a positive life changing experience, featuring tag lines of ‘A New Chapter’, ‘A Fresh Start’ and ‘Bright Times Ahead’. The copywriting further enhances the positive aspects of the Ashmere care home brand by being friendly, caring and informative.
The brand concept was formulated by Senior and built from scratch. Logo development, tag line development, copywriting and image selection were all included in the project. The whole package combines to appeal to the joint target markets of older people looking for a care home and their families.
The Results
The site is built from fully standards compliant html and is accessible to priority 2 (AA), allowing text resizing in all browser types and the ability to use audio text readers for the partially sighted. In addition to being easy to read, the site is easy to find too, with a sophisticated keyword SEO strategy helping the site to gain page 1 listings in Google for many key search phrases.
Who is Ashmere?
Ashmere is a family-run group of homes providing professional, high quality care for the elderly since 1987. Within their comfortable, friendly environment, they provide warmth, charm, and quality around-the-clock care for our residents. Ashmere’s fully trained, highly qualified staff provides residents with superb service, never forgetting that the physical, mental, and spiritual well-being of residents is the first priority.