The Results
brighterkind, part of Four Seasons Healthcare, has over 20 care homes geographically spread between Aberdeen and Jersey offering a mixture of nursing, residential, dementia and palliative care to elderly residents. They provide high quality care in prestigious care homes across the country, adhering to their core values and culture which is lived by their team every single day.
The core challenge for brighterkind was driving enquiries and home visits to their care homes across the country. With a collection of high-end care homes available, it was necessary to ensure that the quality and values of brighterkind was communicated in full, while driving increased traffic and conversions. This became especially challenging during the pandemic when the care home industry was one of the most affected. With mixed feelings around the industry in the public during the pandemic, it was important that the quality of brighterkind care homes was communicated to their audience, as well as messaging around the thorough safety measures that were in place.
As a regulated industry, it was very important that we maintained a level of adherence to those regulations, while still creating and maintaining an attractive, marketable service
We undertook extensive SEO work across the entire site, reviewing every page and conducting in depth analysis which led to a full content review and update across the majority of the site. From copy writing to meta data, we worked through the site with the aim of improving organic traffic.
We also worked on brighterkind’s PPC, along with Four Seasons, in helping to drive enquiries through the site, managing extensive ads across both brands and driving conversions.
Throughout the pandemic, with regulations changing regularly it was important that we were not only reactive but also proactive – we worked with the brighterkind team to continue to amend and communicate messaging, and updating the website with key information all the while maintaining the core, people-led message that brighterkind adhere to.
With regular meetings with the wider brighterkind team, all of whom had direct access to our project management tools so could review our activity in real-tine, as well as regular contact between the account manager and the Head of Marketing and Digital Marketing Manager at brighterkind, we nurtured a positive relationship that has lasted for years.
Increase in average Click Through Rate on core Care Homes
YoY increase in Core Goal conversions
YoY increase in contact form submissions