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Creating an authentic and family centric website

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Website built on an outdated and clunky platform that couldn’t be properly utilised in marketing campaigns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

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About Estia

Estia Health, an aged care operator with 68 homes in South Australia, Victoria, New South Wales and Queensland, offering both respite and permanent care for older Australians. The organisation was founded in 2014 after an amalgamation of aged care providers to become Estia Health as it’s known today. Estia Health is one of Australia’s largest aged care operators, their homes care for more than 8,000 residents and have a company-wide philosophy of ‘One Family’, believing that everyone is welcome and valued. This philosophy extends to their staff and the families of their residents in their homes. Estia Health is accredited by the Federal Government Aged Care and Quality Commission, also holding itself to a high standard of care as well as adhering to government guidelines and creates a nurturing, inclusive environment for their residents.

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With a website built on an outdated and clunky platform that couldn’t be properly utilised in marketing campaigns to drive occupancy for both permanent residency and respite care, Estia Health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.”

New website brings a new era

What emerged from the partnership was 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. Since launching Estia Health has seen an uplift in non-branded traffic, page views have increased, the site load speed has increased and the bounce rate has decreased significantly. Estia Health has also had anecdotal feedback from family members that are looking for a home for their loved one that the website was very easy to navigate and that they appreciated the website’s easy-to-use features.

Jodie said, “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 stressful time needing to find care for a loved one. We wanted an authentic and family-centric aspect to the website, and that has been developed in partnership with Empired. We are looking forward to further evolve the site’s content in the future to give prospective residents a greater insight into Estia Health and how we support the members in our homes. We know that by having Optimizely as a platform and Empired to help us, we will be ready for whatever innovation we require to keep Estia Health’s digital strategy relevant and supported for years to come.”

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