Canowindra Care Network

The brief

Aged care online is written for the funding body, not the family. Jacquie's whole pitch was the opposite of that: the local person who sits at your kitchen table and explains it. The site had to sound like her, and it had to be usable by the people ringing her, who were often in their eighties, often on a phone, and often reading it with a grandchild.

What I built

A single page with one job: get someone to call or text. Text size was adjustable on the page itself rather than left to the browser setting nobody finds, the language was plain with no scheme jargon, and the contact path repeated down the page so it was never more than a thumb away.

Local SEO pointed at Canowindra and the towns around it, because a search for help here should not land on a national call centre. She edited every word of it herself through Ellipse Edit.

What it changed

She had her own front door, instead of a line in somebody else's directory. And a word change was a word change, not a job.