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Creating an authentic and family centric website


Project Snapshot

Estia Health

Location:
Sydney, Australia

Industry:
Health & Social Care

Project Challenges

Website built on an outdated and clunky platform that couldn’t be properly utilised in marketing campaigns

The Solution

The opportunity and growth potential that Optimizely’s experience platform could provide made it a perfect fit

Results

A website that has a human-centred design focus and easy navigation for the end user to find out more about Estia Health and its many homes

Download case study

Needing to move in a new direction

Needing to move in a new direction

With a website built on an outdated and clunky platform that couldn’t be properly utilised in marketing campaigns to drive occupancy for both permanent residency and respite care, Estia Health recognised their digital strategy needed a refresh. Estia Health was also cognizant of the fact that due to COVID-19 distancing regulations, and with onsite tours and meetings heavily restricted, the website was the primary source through which family members could learn about their homes . This led the marketing team to decide a new approach was needed to 

ensure potential residents would get an up-to-date and accurate feel for Estia Health’s inclusive and family friendly approach.

There was also a deep desire to improve the customer experience on their website and have an inhouse content strategy for an authentic, organic feel to its website. Part of this desire for greater customer experience was to provide stressed and overwhelmed family members who are looking for a home for their elderly family member with a frictionless, reassuring digital experience that reflects Estia Health’s values and practices.

"We are really pleased with the website as it has a clean look and feel and is easy to use for family members who are going through a often difficult time needing to find care for a loved one.”

— Jodie Gacitua, Head of Marketing and Communications

Empired partners with Estia Health

After extensive research, it was decided that Empired and Optimizely were the best fit for Estia Health because of the opportunity and growth potential that Optimizely’s experience platform could provide. Empired was chosen as a partner due to its extensive knowledge of Optimizely and experience in user-centric website design.

The website development was split into two phases: development and implementation. Jodie Gacitua Head of Marketing and

Communications for Estia Health, said, “The two phases really helped us develop a website that was what Estia Health needed and wanted for our potential residents and their family members. Discovery workshops and extensive research were undertaken to understand what we needed to implement and what would work best for us. The two phases also allowed ample time to gain feedback from the broader internal team and ensure all points of view were incorporated, living up to our ethos of One Family.”

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