Every home on one page. Filtered down to the one a family needs.
Careline Lifestyles runs a group of specialist care homes across the North East. Two very different people arrive on the site. A family looking for somewhere near them with a vacancy, and a professional referrer who needs to know how a referral actually works.
Built
WordPress build for a care group · awaiting launch
Where it hurt
What we saw
One site, two people arriving for opposite reasons, and the family's question is the more urgent: is there a room, of the right kind, near us. So the homes stopped being pages and became records. Every home has its own page and sits behind one filter, by type of care, location, home type and whether there is a vacancy, with vacancy and coming-soon badges on the cards, so a family can answer their own question before they ring anyone. Add a home once and it appears in the listing, the filter and the homepage. The referrer's route got the same treatment: the seven stages of a referral are a timeline Careline's team can edit and reorder, rather than a flat image that needs a designer every time a stage changes.
What we did, and why
Decide. A route each.
A family and a professional referrer want different things from the same site, so the build gives each of them their own way through it: the homes listing and its filter for one, the referral process for the other.
Build. Homes behind one filter.
Every home gets its own page and sits behind a live filter, by type of care, location, home type and whether there is a vacancy, with vacancy and coming-soon badges on the cards. Types of care are laid out in tabs with a page each, and the intro and enquiry copy they share is written once.
Hand over. Careline's team edits all of it.
The seven stages of the referral timeline can be edited and reordered, the details that repeat across the site are typed on one settings screen, and adding a home puts it in the listing, the filter and the homepage at once. WordPress, written to the brand, with no page builder underneath.
The site we built.
For brands like yours
When a visitor's first question is a yes or a no (is there a room near me, of the right kind), the site's job is to answer it on the page rather than on the phone. That is a structure decision more than a design one, and it only holds if adding a home takes a minute and the filter reads the new record without anyone touching it. Careline's build is complete and not yet live. On the day it launches, Careline can open a new home and have it appear in the listing, the filter and the homepage the same afternoon.
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