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Case Study
Watermark Communities
Their Story
Overview:
Client: Watermark Communities
Industry: Senior Living
Location: Multiple Locations Across the U.S.
Project Type: Website Design Revision
Objective: To refresh the website design across all community websites, improve user experience, and better showcase community features and services.
Background:
Watermark Communities is a leading senior living provider offering independent living, assisted living, memory care, and skilled nursing across multiple locations in the U.S. Their website was a visual mismatch for the image Watermark wanted to convey and didn’t provide a user-friendly experience for potential residents and their families. Additionally, the navigation was confusing, and the mobile site struggled with performance, leading to fewer inquiries and engagement.
Challenges:
- Outdated Design: The design was not reflective of Watermark’s modern, warm, and inviting communities.
- Poor User Flow: Visitors found it difficult to navigate between the different community pages, services, and resources.
- Limited Mobile Usability: The website wasn’t optimized for mobile users, resulting in low engagement and high exit rates.
- SEO and Accessibility Issues: The website was not optimized for search engines, and accessibility standards were not fully met.
Goals:
- Revamp the visual design to reflect the welcoming atmosphere of Watermark Communities.
- Streamline navigation to make it easy for users to find community information and services.
- Improve mobile responsiveness and performance.
- Address SEO and accessibility issues to increase visibility and usability.
Approach:
- Discovery & Research: We began by auditing the existing website, identifying user behavior trends, and gathering feedback from residents, families, and the client’s team. The goal was to understand what potential residents were looking for and how the site could better support them in their search for senior living options.
- Wireframing & Prototyping: Based on our findings, we created wireframes that focused on an intuitive, easy-to-use design. We emphasized clean layouts and welcoming colors to convey a sense of comfort and care. Prototypes were tested with the client to ensure they reflected the core values of Watermark Communities.
- Design Implementation: The new design was built with a responsive framework for seamless viewing on all devices. We streamlined the navigation, reducing clutter by grouping communities and services into easy-to-follow categories. Engaging imagery of Watermark’s communities and testimonials from residents were added to highlight their vibrant lifestyle options.
- Mobile Optimization: Given the increasing number of mobile visitors, the website was optimized for mobile with fast-loading images, touch-friendly elements, and easy-to-read content blocks. We also ensured that contact forms and CTA buttons were easily accessible on mobile devices.
- SEO & Accessibility Improvements: We enhanced the site’s technical SEO, improved page loading times, and implemented structured data for better search visibility. In addition, accessibility features such as ARIA labels, alt text for images, and keyboard navigation were added to make the site more inclusive.
Results:
- Bounce Rate Reduced by 40%: The simplified design and improved user flow kept visitors on the site longer.
- Mobile Traffic Increased by 60%: The mobile-optimized design led to higher engagement and more inquiries from mobile users.
- SEO Ranking Boosted: Organic search traffic increased by 25%, thanks to better-optimized content and technical SEO enhancements.
- Increased User Inquiries: The new design saw a 30% increase in form submissions and inquiries, largely driven by the clear CTAs and accessible contact options.
Conclusion:
The website redesign for Watermark Communities successfully modernized the online presence, making it easier for families and potential residents to explore senior living options. By focusing on user-friendly navigation, improved mobile experiences, and accessibility, Watermark Communities saw tangible increases in engagement and inquiries.
Client Feedback: “Our new website truly reflects the heart of our communities. Families now find it much easier to explore our services and locations, and we’ve seen a steady increase in inquiries since the redesign.” – Sarah Johnson, Director of Marketing, Watermark Communities
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