Case Study

Care Provider Website Design — Guinness Care Case Study

A complete custom website for the care arm of one of the largest affordable housing and care providers in the country.

ClientGuinness Care

SectorCare & Housing

Launched2018

Scale65,000 homes

Guinness Care website designed and built by Mediatopia

About Guinness Care

Guinness Care is the operating name of Guinness Care & Support, part of The Guinness Partnership — one of the largest affordable housing and care providers in the country. The Partnership owns and manages around 65,000 homes, employs over 3,000 people and provides services to more than 135,000 customers across England and Wales.

Guinness Care operates nationally, providing care and support to residents of housing for older people and supported housing, alongside domiciliary care through local authority commissions and to private individuals.

Mediatopia was approved as a supplier to The Guinness Partnership in May 2018 and built a complete custom website for Guinness Care, covering Personal Care, Domestic Care, Enabling Services and Handyman Services, with an articles section, testimonials, news and a downloadable brochure.

Writing for the person doing the research

The single most useful thing to understand about a care website is who actually reads it. It is rarely the person who will receive the care. It is an adult son or daughter, a husband or wife, or a social worker — usually researching in the evening, often for the first time, and almost always under some difficulty.

That changes everything about how the site should be written. Not marketing language about excellence and commitment, but plain answers: what each service actually involves, who it is for, and how to speak to somebody today. The phone number belongs at the top of every page, not on a contact form two clicks away.

Accessibility matters more here than in almost any other sector too. A large share of the audience will be older, may have visual impairments, and may be using assistive technology. Proper contrast, readable type sizes and sensible keyboard navigation are requirements rather than refinements, and they run through everything we build for healthcare and care clients.

Two versions of the same site

Design work for a large organisation rarely arrives on the page exactly as it left the studio. There are brand teams, several rounds of internal review and stakeholders who were not in the original brief, and the design changes on its way through.

Both versions are below. The first is the design as we produced it — green and white throughout, the photography carrying the warmth, the service cards sitting on a light background. The second is the site as it was finally delivered after client-side revisions, with grey introduced behind the service cards and over the hero panel.

Our design

Guinness Care website design by Mediatopia

As delivered

What We Built

Project development work carried out

Complete Custom Build

A full bespoke website rather than a template — service pages, articles, news, testimonials and a downloadable brochure, all built to the organisation’s brand standards.

Service Structure

Personal Care, Domestic Care, Enabling Services and Handyman Services each given their own page, so families can find the specific help they are looking for.

Approved Supplier Process

Delivered through The Guinness Partnership procurement and compliance process — insurance, policies, safeguarding and code of conduct all in place before a line was written.

Common Questions

Care Provider Website Design FAQs

Clear descriptions of each service, straightforward language, and an obvious route to speak to someone. The audience is often a family member researching on behalf of a relative under difficult circumstances, so the site has to be reassuring and easy to navigate rather than clever.

Yes. We have been an approved supplier to The Guinness Partnership, one of the largest affordable housing and care providers in the country. Larger organisations bring procurement processes, compliance requirements and multiple stakeholders, and we are used to working within them.

More than most. A significant share of visitors will have visual impairments, motor difficulties or be using assistive technology, and many will be older. Proper contrast, readable type, keyboard navigation and sensible structure are not optional in this sector.

Rarely the person receiving the care. Usually an adult child, a spouse or a social worker, often researching in the evening on a phone, often for the first time and under pressure. Writing for that reader rather than for the organisation changes what the site needs to say.

Yes. Larger organisations have established brand standards and several people who need to approve the work. That is a normal part of the job, and designs frequently change during it — which is worth planning for rather than resisting.