The Challenge
Ashmere, formed in 1987, is a family-run group of care homes providing
professional, high
quality care for the elderly. Ashmere’s highly
qualified staff put their
residents physical, mental, and spiritual well-being as a priority.
Go to
www.ashmere.co.uk
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.
Website built using Senior's River Content Management System.