Abbeyfield Website — Helping prospective residents and their families find the right retirement home and care options with ease.
We transformed the way Abbeyfield showcase their available retirement properties through clever UX and sleek design
The Challenge
Abbeyfield’s previous website was confusing for visitors and difficult for staff to manage, which made finding the right retirement home or care option frustrating.
The previous website combined multiple housing and care services, making it difficult for users to find the right option.
Outdated technology and complex content management limited the internal team’s ability to update and maintain the site efficiently.
Visitors struggled to navigate the site, leading to confusion and incomplete enquiries, impacting engagement and conversion.
What We Delivered
We redesigned the Abbeyfield website to create a clear, intuitive user journey that guides prospective residents and their families through a property-finder flow. Simple, conversational-style questions now help match users with the most suitable retirement homes or care options, reducing confusion and improving decision-making.
The new platform is built on a modern CMS with cloud hosting, providing strong security, faster performance, and easy content management for Abbeyfield’s editorial teams. Standardised templates and modular components ensure the site is scalable and maintainable as the organisation grows.
We also optimised the sitemap and navigation for accessibility and search engine visibility. A cohesive visual design and consistent branding reflect Abbeyfield’s values, while the streamlined structure makes it easier for visitors to explore options, compare properties, and make enquiries with confidence.
David McCullough
Really great job folks, thank you. It looks really good and much more practical and user friendly
Measurable Impact
Traffic
In the two years since launch increase in traffic
Enquiry Rate
Increase in enquiries
Revenue
Over £700k in increased revenue.
Gail Howlett
Huge well done all, a massive piece of work, I do not under-estimate how much effort has gone into this
How We Work
A proven process that delivers results, from discovery to continuous improvement.
Kirstan Sparshott
I especially like how easy it is to find a place near me and the questions that signpost me to houses or homes that suit my needs
Thinking about a similar project?
We map your user journeys, design for clarity and ease, and connect your digital experience to your operational workflows, so users, teams, and partners get an experience that works first time.
