At Hammersmith Support, we believe a website refresh should do more than look better—it should work better. Our recent project with Sunland Home Care is a great example of how strategic design, content, and functionality updates can directly impact business growth.
This wasn’t just a visual upgrade. It was a comprehensive transformation focused on branding, user experience, lead generation, and caregiver recruitment.
The Challenge: Supporting Growth While Solving Staffing Gaps
Sunland Home Care, led by Traci, came to us with clear goals:
- Refresh the brand and visual identity
- Improve website content and usability
- Better serve two key audiences: potential clients and caregiver recruits
- Reduce lost revenue caused by caregiver shortages
- Streamline scheduling and contact workflows
Like many home care providers, Sunland faced a critical challenge:
demand for services was high, but staffing limitations were holding growth back.
The website needed to become a tool not just for attracting clients, but for recruiting caregivers efficiently.
A Strategic Website Refresh Built for Results
Working closely with Traci, we delivered a refresh that aligned design, messaging, and functionality with real business needs.
“At Sunland Home Care, we decided to pursue a brand and visual identity refresh because our website had not been updated in over two years, and it no longer reflected our goals or our audience. We wanted to reduce friction, better appeal to our target demographic, and make the site easier to navigate. Our previous colors were not engaging or aligned with our audience, and calls to action were not prominent. It was time for an update that made information easier to find and services clearer from the moment someone landed on the page.” – Traci Beagley, Sunland Home Care.
1. Brand and Visual Identity Refresh
We updated Sunland’s visual identity to better reflect its audience and values. This included:
- A refined color palette aligned with target demographics
- A more modern, approachable aesthetic
- Consistent branding across all pages
The result is a website that feels both professional and welcoming, reinforcing trust from the first interaction.
2. Content and User Experience Enhancement
One of the most impactful changes was restructuring the site to clearly serve two distinct audiences:
- Families seeking home care services
- Caregivers looking for employment opportunities
We improved navigation, messaging, and page structure so each audience can quickly find what they need—without confusion.
This shift helped transform the site from a general information hub into a focused, conversion-driven experience.
3. Supporting Caregiver Recruitment
Staff shortages can directly affect revenue in the home care industry. To address this, we:
- Strengthened caregiver-focused messaging
- Made job opportunities easier to find and understand
- Reduced friction in the application process
By improving the candidate experience, the website now plays a key role in supporting hiring efforts and reducing gaps in staffing.
4. Scheduling and Contact Workflow Optimization
To accelerate lead conversion, we simplified how users take action:
- Embedded a calendar booking system for consultations
- Clarified and strengthened calls-to-action across the site
- Reduced unnecessary steps in the contact process
These updates make it easier for visitors to move from interest to action—quickly and confidently.
“One of the most impactful changes was the shift to more direct messaging and improved navigation. Key information about our services is now visible on the landing page, which immediately reduces confusion. The new layout is easier to access and understand, especially for families who may be searching for care during stressful or emotional moments. The updated color palette is more calming and neutral, which helps create a sense of reassurance for clients and families in crisis. Stronger, more visible calls to action have also made it easier for visitors to take the next step.” Said Traci.
From Confusing to Converting
Before the refresh, the website wasn’t fully aligned with Sunland’s business goals. After the update, it now:
- Clearly communicates services and value
- Supports both client acquisition and caregiver recruitment
- Streamlines the path to scheduling and contact
- Provides a modern, user-friendly experience
In short, the site moved from confusing to converting.
A Collaborative Success
This project was a true team effort. Working alongside Traci, we were able to bring every detail of the vision to life.
The result?
A website that not only looks better, but actively supports Sunland Home Care’s growth.
Traci is thrilled with the outcome, and for us, that’s the ultimate measure of success. See the final product at www.sunlandhomecareaz.com.
Traci said, “Since launching the updated website, we have seen increased engagement across the board. More people are using the website to schedule phone calls, and families are spending time reading and learning about our services before reaching out. These changes have led to more informed conversations and a smoother experience overall. For organizations considering a similar refresh, we would strongly recommend it. Reducing friction and prioritizing clarity and empathy in design makes a meaningful difference, and working with a partner like Hammersmith helped us accomplish exactly that.”
Why Website Refreshes Matter More Than Ever
A strategic website refresh can:
- Improve search visibility (SEO)
- Increase lead conversion rates
- Support hiring and recruiting efforts
- Strengthen brand credibility
For service-based businesses like home care providers, your website isn’t just a digital presence—it’s a critical growth tool.
Ready to Refresh Your Website?
At Hammersmith Support, we help organizations turn their websites into high-performing assets that drive real results.
If your current site isn’t supporting your goals, it might be time for more than a makeover—it might be time for a strategy.