Amicura is a care provider with multiple care homes across the UK. They specialise in a multidisciplinary range of care services for their residents. 

Putting the care into care home

When the team at Amicura first approached IE Digital, their website was very basic and clinical. It was hard to navigate, clunky, and text-heavy, making information hard to digest.

Overall, the site didn’t reflect the warm, resident-centred experience that people get at an Amicura care home. 

Our digital consultants went through a short discovery exercise with Amicura, to explore their aims and ambitions for the new website, and to understand their users. They are family-owned, with no external investors, so they take a hands-on approach to running their sites. Their long term vision is to make care accessible for everyone.   

Reassurance for families and loved ones

The primary audience for the site is family members or friends of the people requiring care. They are making a difficult decision to move their loved one into care, which can be an emotional and sad time. These users are looking for reassurance as well as practical support.

For a family member to decide that a home is the best choice for their loved one, they need to see how it feels to be part of the Amicura community. It was important to show the activities and atmosphere within Amicura's care homes. This meant showing the excellent level of resident care and the facilities on offer.

Amicura had some great photography that shows a cheerful atmosphere in the homes. We highlighted these photos through petal-shaped windows to echo the logo.

Comforting, not confusing

We wanted users of the site to feel reassured, informed, comforted, and pleasantly surprised – never stressed, confused, or frustrated. 

Our design team kept the site clean and simple, giving priority to the key information. We also added large, bright sections to highlight testimonials and icons to convey key information. 

We mapped the site's information architecture and structured the site to help people reach what they need quickly and easily. We also added a care home search facility and a resource hub. 

Straightforward content management

It was really important for the Amicura team to have control of their content.

We created a set of flexible page templates in WordPress to allow them to build their content and grow the site as their portfolio of care homes grows. It allows them to customise the pages for each home, but keeps a consistent look and feel throughout the site.

Jankee Patel, Estates Manager at Amicura Care Homes commented, "Sophie, Jordan and the team at IE Digital were a pleasure to work with. They really understood the brief and collaboratively worked with us to design the new site. We couldn't be happier with the end result and what it has achieved for our business. We have seen a significant increase in the number of new enquiries both for jobs and care as well as brochure downloads."

Check out the new Amicura website at amicura.co.uk.