Revitalizing a Growing Brand
Move that bus, MOVE THAT BUS!!!! Did you ever watch ABC’s Extreme Makeover: Home Edition? (of course you did, you’re already chanting “Move that Bus in your head). It’s at this moment the camera focuses on Ty Pennington, his design team, and the deserving family whose lives are about to change as their new beautiful house is revealed. Yes, that description is totally over the top, but it’s kind of how we felt on this project. We were part of Ty’s team revitalizing a dated (but functional) website into something beautiful that the business owners and their team could be proud of.
Carolina Therapeutics is the region’s most respected and fastest-growing therapeutics company led by passionate owners who are working hard to meet the needs of the community without compromising on care for their patients and staff.
The company is scaling quickly and is why Carolina Therapeutics was in need of a new website to better showcase their brand and now multiple locations.
The Who and The What
During our design meetings with the client, a clear message was continually highlighted by the use of words like ‘family’, ‘inclusion’, ‘culture’, ‘team’. The initial objective for the site was to demonstrate the many services offered by the company, but it became clear that the owners of Carolina Therapeutics wanted to show their true superpower – their people. Carolina Therapeutics is owned by a husband and wife team and their philosophy is to take great care of their staff (better than most companies do) in order to give the best care to their patients. Our team wanted to strike the balance between easy navigation for the multitude of services but also inject a more personal feel.
The language on the landing page: “Let our family take care of your family” came directly out of our many design meetings with the client. Rather than use this precious real estate to highlight services, we felt it important to get their core value front and center. Additionally, we felt it was important to highlight the team on the homepage because they are the real stars of the show. Whenever users refresh the homepage, new team members are auto-populated each time to keep the site fresh.
Room to Grow and Be Found
Carolina Therapeutics is growing. Since launching here in Fort Mill, they have since added a location in Greenville, NC and it’s likely their footprint will expand deeper into the Carolinas. Taking this into account, we designed a sitemap that would allow for local search optimization at their various locations to ensure that when users type in “therapeutics near me”, Carolina Therapeutics will rank well on the search results page.
Between the multitude of services and many patient resources, the website’s sitemap is larger than most typical brick and mortar businesses not selling products via e-commerce. Our team gave a lot of thought to user experience for desktop, tablet, and mobile. The challenge was to visually show services and resources without anything feeling cluttered or overwhelming. Additionally, listing out the services on the homepage helped with our SEO team’s initiative for ranking while satisfying user experience and a clean design.