Lifebridge Australia is a not-for-profit organisation that delivers Disability, Aged and Carer services to strengthen the independence and quality of life of their customers. As part of the organisation’s growth strategy, Lifebridge Australia approached us to deliver their new marketing website to match its recent rebrand and to embark on a digital journey to reinvigorate the organisation’s 30 years plus leadership in providing disability and aged care services in the NSW Far North Coast region.
“I’ve never worked with an agency that has been so committed & so diligent in their approach. It’s evident to see the value Leafcutter has provided to Lifebridge. Already we can see engagement is higher, we are achieving outcomes on our website, people are signing up to our programs on our website and we’re getting alot more enquiries come through general searches… that are turning into actual customers.”
Glenn Armstrong, Marketing and Communication Officer, Lifebridge Australia.
Lifebridge Australia’s former website was roughly 5 years old when they employed our services, and was by no means optimised for mobile devices. To enable the not-for-profit’s customers to easily access and interact with Lifebridge Australia’s online content, we improved the site’s navigation and incorporated WCAG 2.0 AA rating for accessibility. The site’s design was refreshed to complement the organisation’s recent rebrand. We also redesigned the UX to bring the NDIS content to the front and centre to push this as a key area of growth.
Before Lifebridge Australia approached us, they were using a Joomla CMS backend to self-manage their website. Given the relative difficulty of operating Joomla compared to more user-friendly offerings, Lifebridge Australia was eager to switch systems. To address this objective, we re-platformed the website from Joomla to WordPress to ensure that the day to day management of Lifebridge Australia’s website was as efficient and easy-to-navigate as it could be. Lifebridge Australia’s administrative staff are now able to self-manage the WordPress CMS system we built and using the WordPress Visual Composer plugin, to efficiently and cost-effectively manage their website’s content.
To ensure that Lifebridge Australia got the most out of its new marketing website, we set up Google Analytics for them and for the very first time, the team at Lifebridge Australia are able to accurately define the type of traffic accessing its website and to build user profiles and map user behaviour based on data provided by Google Analytics. We then used this data to drive user experience (UX) and create a more tailored user journey for its customers. For example, by defining user profiles, we were able to build different pathways in the navigation bar to disability services, aged services and carer’s services – driving users to content that is highly specific and relevant to them.
We set up a newsletter and program registration forms on Lifebridge Australia’s website that interested customers can voluntarily subscribe to and/or complete registration to their programs. Both data capture forms are integrated with their Email Marketing platform upon sign ups. Going forward, the not-for-profit organisation can use the e-newsletter and program registration to harvest valuable data about their customers to drive conversions, engagement and increase the lifetime value of their customers by upselling related programs and services.
To meet the demands of this project, we redesigned and redeveloped Lifebridge Australia’s entire website, including its pages, navigation bar, accessibility, UX and CMS system. We also ensured that their website was accessible and optimised for mobile devices, to maximise their click to call conversion rate. Together, these alterations to Lifebridge Australia’s website significantly improved the overall image and UX of their brand online, the number of online leads and interest in their services as well as increased the ease with which the organisation can self-manage its website.
In the months succeeding the launch of Lifebridge Australia’s new website, there was a 135% increase in their site’s overall page views. Furthermore, while their old site attracted a small number of mobile users, virtually half of Lifebridge Australia’s current interactions and engagement is coming from mobile and tablet device users. Courtesy of their new website’s responsive and user-friendly design, Lifebridge Australia has seen significant improvements across its KPIs in the months ensuing its launch and is anticipating further improvements and growth going forward.
Increase in pageviews
Increase in mobile traffic
Increase of Traffic flow to the Services Pages