A budget-conscious web presence that showcases the unique personality of a locally owned business among national competitors.
In the two years leading up to the website project, The Annapolitan underwent a change in management and philosophy. Their website needed a complete overhaul to reflect those changes: new design, new content, and a strategy to draw in prospective customers. In a market populated with national senior care facility chains with big budgets for websites, this locally owned facility offered PurpleHat Designs the opportunity to show what smart design and flexibility can do.
Flexible design, great content, ongoing collaboration.
PurpleHat Designs created a website that is both visually appealing and rich in information that industry competitors often do not provide, such as fees and up to date event calendars. The site was populated by content based on paper collaterals that had been working well for the business, re-mixed and made web-friendly. Using a mix of stock photography and The Annapolitan’s own photos (some of which came right from PurpleHat’s camera after a meeting!) kept the budget in check, while still offering a unique and local feel for the website.
A combination of search engine optimization and paid ads doubled traffic on the site in just a few months. Careful monitoring of analytics data in collaboration with the management of The Annapolitan resulted in smart enhancements to the website, like the addition of entire pages of information based on terms visitors searched for once they reach the site.
During PurpleHat’s long collaboration with The Annapolitan, the website has undergone two seamless redesigns, one of which included a professional photo shoot coordinated by PurpleHat. Populated almost entirely with the community’s own photos and full of custom content, The Annapolitan’s website reflects its unique position in a crowded market as a one-of-a-kind, independently owned local business.