The challenge
The previous website was making digital marketing difficult.
The solution
A Kentico CMS informed by a comprehensive User Research project.
The results
A more engaging website that makes digital marketing easier.
About Bethanie
Founded in 1954, Bethanie is a purpose-led organisation, and one of Western Australia’s leading aged care providers.
Bethanie approached us to redevelop their website after encountering issues with their previous CMS. We designed and developed a new website on the Kentico CMS. We also undertook a User Research project to better understand the needs of Bethanie’s users so we could deliver an optimal user experience.
The challenge
Bethanie’s previous website was built on an outdated CMS that was difficult to manage. This posed a significant challenge to their marketing efforts, which relied on custom modules. The poor usability of the old CMS meant that creating and updating these modules was very time-consuming.
Bethanie’s research revealed that many clients were only aware of the specific service they were using and had little knowledge of the wider support available. Since Bethanie offers a full continuum of aged care services, including Home Care and Retirement Living, it was essential that the website clearly communicated the breadth of these offerings.
Finally, Bethanie was aware that users weren’t happy with the previous website. They’d worked with market research agencies to gauge user opinions and found that many were unsatisfied. Further, the website did not meet accessibility requirements, which made it hard for older users to engage with content.
The solution
We conducted User Research to better understand what users needed from the website, and then built the new site on the Kentico CMS.
Understanding the needs of users
For our User Research project, we began by hosting a strategic workshop with the client to gain insights from key stakeholders. We used Google Analytics and a heatmapping tool to learn how users were interacting with the current website. This helped us identify the positive elements of the previous site and the areas requiring improvement, such as the underused hero banner search module.
Next, we conducted focus group sessions and user testing with current Bethanie clients and potential client influencers (family members or carers of people who are in the process of evaluating aged care service options). Our findings validated Bethanie’s hypothesis that many people are not aware of their full service offering.
The data from our User Research informed our approach to the website project and empowered us to make data-backed decisions. From there, we were able to build an accessible website information architecture informed by real user behaviour.
A new CMS optimised for digital marketing
For Bethanie to pursue their marketing goals, they needed to be able to create custom modules with ease. The Kentico CMS made this possible. With Kentico, custom modules can largely be developed inside the CMS without additional third-party tools, saving time and money.
We produced the following custom modules for Bethanie as part of the website project:
- Aged care home calculator: to help prospective clients understand Bethanie’s fee structure
- Villages for sale: a custom filtering logic for key property features and attributes
- Contact us: a comprehensive module allowing users to select from various categories
- Locations map: featuring a service and location filter for ease of use
