A retirement village is an intriguing house move for those who value their independence at home, but sensibly plan for their quality of life ahead.
Having initially worked on a comprehensive rebrand for Audley, we were asked to develop a website that built on the distinguished look and respectful tone of voice that understands the needs of the potential buyer.
Their original site launched in 2007. It now required a technical restructure and visual update to better reflect our market research findings. Audley set out to offer a helpful, compelling website visit to a no-nonsense discerning buyer.
The 2007 rebrand, during which we interviewed key Audley people, had indicated the need to rethink the copy that spoke to the over 55s target market. No room here (nor anywhere else for that matter) for platitudes and superficial showmanship. It needed a straight talking, informative, human voice.
Audley firmly believe people come first. They understand that language, tone of voice, and consistently delivering on promises are vital in explaining this brave new concept to possible buyers.
Together we looked at the site from every perspective. We noted visitor trends and site analytics. We looked at how a potential buyer would approach, use and benefit from the site. And how staff could more easily maintain it.
A purpose-built content management system, which included advanced Google map integration, gave Audley complete control over words, information and imagery. This included a bespoke slideshow and gallery allowing staff to order, upload and display videos without any technical knowledge.
Astute SEO helped Audley rank highly in the searches and stand out in their market.
There was no budget here to saturate the market with messages. Instead, Audley appreciated a clear integrated approach, seeing it from the customer’s perspective, and focusing on human relationships.
Audley are delighted with the content, the look and feel, and the performance of the enhanced website.
The organic SEO was tracking around 4000 visitors each month by the end of June 2010, with conversions at 95 per month. They continue to work with us in developing their digital presence.
With the new brand identity rolled out across the website and all marketing collateral,
each retirement village has seen an increase in calls, appointments and sales.
Audley won the 2010 Pinders Award for Best Care Village as well as a What House bronze award. Slowly but surely, they are changing the British idea of retirement living.