Choice Care
The brief
Choice Care approached Digital Storm in 2017 looking for a website refresh. They needed a website that would support the recruitment side of their business and obtain new care enquiries. Their current site wasn’t achieving these business objectives.
The main target audience for the new website was going to be job seekers. Choice Care were a rapidly expanding group, opening new homes every year. They asked us to help them drive their recruitment campaign so that they could grow the business appropriately.
While the new website had to attract job seekers and support the recruitment process, it also had to highlight the care services on offer. Most of their care work was coming from the public sector at that time, but they wanted to gain more private care enquiries.
Choice Care suggested a 60/40 split, with 60% of the site tailored to recruitment and 40% tailored to the families of people who need care services. To achieve this, they asked Digital Storm to:
- showcase all of their services
- demonstrate that they were a reliable company
- show consistency across the homes and digital channels
- demonstrate that the company was keen to develop
One of the key tasks was to ensure Choice Care were represented as a national brand, further encouraging job seekers to apply for new roles and families to enquire about private care services.
Our response
Everyone at Digital Storm got stuck into this brief. To achieve all of Choice Care’s objectives, we wanted to bring marketing, design, and development together to create a full-integrated strategy that would drive recruitment and increase care enquiries.
So that’s exactly what we did.
Our designers put together several concepts for a new logo. We knew that the client wanted a simplified style along with a new font. They were also keen on purple shades so we incorporated this into every aspect of design.
Once the new logo was designed and approved, it was time to design and develop Choice Care’s new website. Immediately, we were looking at the site structure and how we could optimise it to achieve the objectives outlined in the brief.
Showcasing the services was an important aspect of this design, but we also wanted it to look and feel like a national company that you could rely on. The core services were right there on the homepage, as well as an ‘about us’ section, accreditations, and client testimonials to build brand authority.
Choice Care loved their new website design and Digital Storm put it live in February 2018.
But we didn’t stop there.
With their new brand identity ready and raring to go, we designed business cards and promotional literature to push their marketing efforts. We got all of their business tools set up, including Tag Manager, Analytics, and Webmaster so that they could track their results. And we launched a brand new blog so that they had somewhere to share news, company updates, and marketing content.
To maximise the recruitment push, we recommended a marketing retainer involving a carefully curated strategy to identify and target job seekers and build the brand’s authority. This included paid advertising on social media, SEO, content writing and link-building.
Keep reading for a sneak peek into how it went…
Results
In their first year, social media accounted for a third of website traffic acquisition.
Choice Care didn’t want to focus solely on recruitment, 40% of the new websites aim was to increase private care enquiries. Digital Storm launched a Google Ads campaign to promote and showcase their services. This campaign achieved an average click-through rate of 8.35%, almost triple the industry standard of 3.27%.
SEO was a big part of this campaign. The Digital Storm team did thorough keyword research to identify the terms and phrases that people were searching to find Choice Care’s services. We then created content for new blog posts and web pages targeting these keywords.
Organic search, thanks to our keyword research and page optimisation, accounted for 20% of website traffic acquisition in the first year.
Andrew Key
Managing Director at Choice Care
Choice Care
The brief
Choice Care approached Digital Storm in 2017 looking for a website refresh. They needed a website that would support the recruitment side of their business and obtain new care enquiries. Their current site wasn’t achieving these business objectives.
The main target audience for the new website was going to be job seekers. Choice Care were a rapidly expanding group, opening new homes every year. They asked us to help them drive their recruitment campaign so that they could grow the business appropriately.
While the new website had to attract job seekers and support the recruitment process, it also had to highlight the care services on offer. Most of their care work was coming from the public sector at that time, but they wanted to gain more private care enquiries.
Choice Care suggested a 60/40 split, with 60% of the site tailored to recruitment and 40% tailored to the families of people who need care services. To achieve this, they asked Digital Storm to:
- showcase all of their services
- demonstrate that they were a reliable company
- show consistency across the homes and digital channels
- demonstrate that the company was keen to develop
One of the key tasks was to ensure Choice Care were represented as a national brand, further encouraging job seekers to apply for new roles and families to enquire about private care services.
Our response
So that’s exactly what we did.
Our designers put together several concepts for a new logo. We knew that the client wanted a simplified style along with a new font. They were also keen on purple shades so we incorporated this into every aspect of design.
Once the new logo was designed and approved, it was time to design and develop Choice Care’s new website. Immediately, we were looking at the site structure and how we could optimise it to achieve the objectives outlined in the brief.
Showcasing the services was an important aspect of this design, but we also wanted it to look and feel like a national company that you could rely on. The core services were right there on the homepage, as well as an ‘about us’ section, accreditations and client testimonials to build brand authority.
Choice Care loved their new website design and Digital Storm put it live in February 2018.
But we didn’t stop there.
With their new brand identity ready and raring to go, we designed business cards and promotional literature to push their marketing efforts. We got all of their business tools set up, including Tag Manager, Analytics and Webmaster so that they could track their results. And we launched a brand new blog so that they had somewhere to share news, company updates and marketing content.
To maximise the recruitment push, we recommended a marketing retainer involving a carefully curated strategy to identify and target job seekers and build the brand’s authority. This included paid advertising on social media, SEO, content writing and link-building.
Keep reading for a sneak peek into how it went…
Results
In their first year, social media accounted for a third of website traffic acquisition.
Choice Care didn’t want to focus solely on recruitment, 40% of the new websites aim was to increase private care enquiries. Digital Storm launched a Google Ads campaign to promote and showcase their services. This campaign achieved an average click-through rate of 8.35%, almost triple the industry standard of 3.27%
SEO was a big part of this campaign. The Digital Storm team did thorough keyword research to identify the terms and phrases that people were searching to find Choice Care’s services. We then created content for new blog posts and web pages targeting these keywords.
Organic search, thanks to our keyword research and page optimisation, accounted for 20% of website traffic acquisition in the first year.
Choice Care
The brief
Choice Care approached Digital Storm in 2017 looking for a website refresh. They needed a website that would support the recruitment side of their business and obtain new care enquiries. Their current site wasn’t achieving these business objectives.
The main target audience for the new website was going to be job seekers. Choice Care were a rapidly expanding group, opening new homes every year. They asked us to help them drive their recruitment campaign so that they could grow the business appropriately.
While the new website had to attract job seekers and support the recruitment process, it also had to highlight the care services on offer. Most of their care work was coming from the public sector at that time, but they wanted to gain more private care enquiries.
Choice Care suggested a 60/40 split, with 60% of the site tailored to recruitment and 40% tailored to the families of people who need care services. To achieve this, they asked Digital Storm to:
- showcase all of their services
- demonstrate that they were a reliable company
- show consistency across the homes and digital channels
- demonstrate that the company was keen to develop
One of the key tasks was to ensure Choice Care were represented as a national brand, further encouraging job seekers to apply for new roles and families to enquire about private care services.
Our response
So that’s exactly what we did.
Our designers put together several concepts for a new logo. We knew that the client wanted a simplified style along with a new font. They were also keen on purple shades so we incorporated this into every aspect of design.
Once the new logo was designed and approved, it was time to design and develop Choice Care’s new website. Immediately, we were looking at the site structure and how we could optimise it to achieve the objectives outlined in the brief.
Showcasing the services was an important aspect of this design, but we also wanted it to look and feel like a national company that you could rely on. The core services were right there on the homepage, as well as an ‘about us’ section, accreditations and client testimonials to build brand authority.
Choice Care loved their new website design and Digital Storm put it live in February 2018.
But we didn’t stop there.
With their new brand identity ready and raring to go, we designed business cards and promotional literature to push their marketing efforts. We got all of their business tools set up, including Tag Manager, Analytics and Webmaster so that they could track their results. And we launched a brand new blog so that they had somewhere to share news, company updates and marketing content.
To maximise the recruitment push, we recommended a marketing retainer involving a carefully curated strategy to identify and target job seekers and build the brand’s authority. This included paid advertising on social media, SEO, content writing and link-building.
Keep reading for a sneak peek into how it went…
Results
In their first year, social media accounted for a third of website traffic acquisition.
Choice Care didn’t want to focus solely on recruitment, 40% of the new websites aim was to increase private care enquiries. Digital Storm launched a Google Ads campaign to promote and showcase their services. This campaign achieved an average click-through rate of 8.35%, almost triple the industry standard of 3.27%
SEO was a big part of this campaign. The Digital Storm team did thorough keyword research to identify the terms and phrases that people were searching to find Choice Care’s services. We then created content for new blog posts and web pages targeting these keywords.
Organic search, thanks to our keyword research and page optimisation, accounted for 20% of website traffic acquisition in the first year.
Jeremy Berg
