Pilgrims’ Friend Society Website Case Study

The Pilgrims’ Friend Society is a UK-based organisation that has been supporting older people since 1807. They operate residential care homes, retirement housing, and community-based services, with a strong emphasis on delivering person-centred care that promotes dignity, independence, and wellbeing.

We were approached by them after an internal communication review had helped them to step back and look at the bigger picture. They wanted a new website that would be accessible, emotive, and encourage action. It needed to reflect their new brand and align with their values, a place where visitors can learn about their care homes and housing, discover how to support their work, and understand their Christian roots.

A recent re-brand had exposed the increasing need for a new website and the team were aware that the existing platform was no longer servicing their needs. Our discovery workshop gave space for the team to dig down into the details, understand their vision and establish key user journeys. We discovered and agreed that the new website’s success will be measured by its ability to increase enquiries and occupancy, while clearly communicating the organisation’s story and values. It needed to present a professional, trustworthy brand through engaging, human-centred content and provide a simple, accessible user experience that helps visitors quickly find information and connect with the organisation.

The design team worked closely with Alexandra (Director of Marketing and Communications) to establish a solid approach to the UI of the website, focusing on wireframing and rolling out the brand consistently throughout. The new search page had a big overhaul, bringing in effective filtering and additional features that allow the different users to easily and quickly find the right accommodation and care facilities. The new map feature gave an alternative search functionality, showcasing the breath of the nationwide offering.

The build stage of the project was completed by Finn and the team, bringing together the designs and brand on Statamic 6’s platform (a flexible management system built on the Laravel PHP framework). The comprehensive search functionality added huge value to the user experience with intuitive searching, filtering and the ability to switch between map and search views.

We always look to build websites that empower, not overwhelm. The CMS and Statamic architecture made it easy for Alexandra and her team to add comprehensive SEO data site wide which has helped drive traffic to the new website. Integrations with Donorfy, their CRM system of choice, meant that online forms could feed in directly and ease admin burden on their team.

The team launched the website in style, with the studio gong sounding to mark the occasion. The new site showcases the exceptional care that Pilgrims’ Friend Society provides to older people in our communities. Following the launch, our ongoing support service has enabled the client to continually refine and improve the website, making the most of the team’s expertise while keeping the site well maintained and up to date. Today, the website attracts more than 200 active users each day, a fantastic achievement for both Pilgrims’ Friend Society and the team behind the project.