Web Design & Brochures
Choice Care
In 2017, Choice Care approached Digital Storm seeking a website refresh that would support their growing recruitment needs and increase care enquiries. As a rapidly expanding group opening new homes every year, Choice Care needed a website that could attract job seekers while also showcasing their care services. The current website was not meeting these business objectives.
The main target audience for the new site was job seekers, as Choice Care aimed to drive their recruitment campaign to sustain their growth. Additionally, they wanted to increase private care enquiries, balancing the site’s focus between recruitment (60%) and care services (40%). The challenge was to represent Choice Care as a national brand, reliable and consistent across all homes and digital channels.
Solution
Integrated Marketing Strategy Digital Storm took on the challenge by developing a fully integrated strategy that combined marketing, design, and development to meet Choice Care’s objectives.
Brand Refresh Our designers created several concepts for a new logo, incorporating a simplified style, modern font, and shades of purple, as requested by the client. Once approved, the new logo was integrated across all branding elements, setting the stage for the website redesign.
Website Design and Development The new website was structured to achieve the dual objectives of recruitment and care service promotion. We focused on showcasing core services prominently on the homepage, alongside an ‘about us’ section, accreditations, and client testimonials to build trust and establish Choice Care as a reliable national brand.
Marketing and Tracking Tools To complement the new website, Digital Storm designed business cards and promotional literature to support marketing efforts. We set up essential business tools, including Google Tag Manager, Analytics, and Webmaster, to enable Choice Care to track their results. A new blog was also launched, providing a platform for sharing news, updates, and marketing content.
Recruitment Campaign To maximise the recruitment push, we recommended a marketing retainer involving a carefully curated strategy to identify and target job seekers. This included paid advertising on social media, SEO, content writing, and link-building efforts to increase visibility and drive engagement.
Result
The new website and integrated marketing strategy delivered impressive results:
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Recruitment Success: The Facebook recruitment campaign generated over 260,000 impressions and 5,264 clicks to the website. In the first year, social media accounted for a third of website traffic acquisition, highlighting the effectiveness of the recruitment push.
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Increase in Private Care Enquiries: A Google Ads campaign was launched to promote Choice Care’s services, achieving an average click-through rate of 8.35%, nearly triple the industry standard. This significantly boosted private care enquiries.
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SEO Impact: Thorough keyword research and content optimisation led to organic search accounting for 20% of website traffic acquisition in the first year. New blog posts and web pages targeting relevant keywords further strengthened Choice Care’s online presence.
Overall, the refreshed website and comprehensive marketing efforts not only met but exceeded Choice Care’s goals, driving both recruitment and care enquiries while establishing a strong, reliable brand image in the competitive care industry.
Digital Storm
Complete Business Solution
Complete Business Solution
In today’s digital age, a strong online presence is essential for any business to thrive. That’s why we offer a comprehensive solution tailored to your needs. Before we begin, we thoroughly assess your target audience to develop a strategy that effectively reaches them.