ZuidZorg, demand-led corporate website for the care sector
Trusted, close by.
Demand-led, rooted in the DNA of ZuidZorg.
"Trusted, close by."
– The brand essence of ZuidZorg
ZuidZorg wanted more than a digital brochure: a website that contributes to organisational goals, such as working in a customer-focused and preventive way and serving people faster and better. To do that, we weighed the needs of the audience against the goals of the organisation.
Schwung took on the entire journey: brand strategy, personas, structure and UX, design and development. In the right order, so the technology follows the story.
Two kinds of care, four audiences, one site.
ZuidZorg offers home care (recovery after treatment, physical support) as well as home coaching (help with the household, mental health issues, parenting, independent living). Very different situations, with a route to a solution that is often unclear up front. At the same time, clients, carers, referrers and medical specialists all need to find the right answer and the right team quickly. That calls for a site that follows the question, not the internal organisational structure.
First direction, then technology.
What is the website for?
We made the overall organisational goals explicit (why, how, what) and mapped out the services. For each part, we defined concrete website goals, such as the contact form for referrers or routing people to the right team.
- Proposition and promise, across the organisation
- Services and organisation diagram
- Goals for each service area
Who is looking for what?
We developed personas that represent the audiences, for each type of service. That way we built the site around the visitor's needs and linked those to the right information and the right team.
- Personas for each type of service
- The audience's needs front and centre
- Linked to the right team
The question as navigation
On that basis we built the structure and UX in a flatplan that brings needs, goals and content together. Content-first: the most important information at the top instead of large mood imagery, and wherever possible one page, one goal.
- Flatplan: goals, needs and content
- Navigation driven by real questions
- Smart conversion to the right local team, phone over email
Professional, yet human
The design is professional and human, with photography that puts people first. We built the site front- and back-end bespoke and set it up to be measurable: Google Tag Manager, Analytics, Search Console and tidy 301 redirects during the migration.
- Look and feel, people-focused photography
- Bespoke front- and back-end
- GA, Tag Manager, Search Console, 301 redirects
Built bespoke in Umbraco.
The website runs on Umbraco, an open and scalable .NET CMS suited to complex sites and easy to connect with external systems. We built the site bespoke with modular content blocks, so the ZuidZorg editorial team can assemble and manage pages themselves within the brand identity, with no technical knowledge.
The environment is set up to be measurable and future-proof: Google Tag Manager, Analytics and Search Console, tidy 301 redirects during the migration, and hosting and maintenance so the site grows with the organisation.
"We complemented each other well in lifting our ideas and translating our organisation's DNA onto the website more effectively."
Role, client, live.
Client
Stichting ZuidZorg
Role
Brand strategy, UX, design & development
Type
Corporate website
Live
Frequently asked questions about the ZuidZorg case
What did Schwung do for ZuidZorg?
Schwung handled the entire journey for ZuidZorg's corporate website: from brand strategy and personas to structure, UX design, design and development. We didn't start with the design, but with the organisation's goals and the needs of the audience.
What was the challenge with the ZuidZorg website?
ZuidZorg offers both home care and home coaching, with very different situations and audiences: clients, carers, referrers and medical specialists. The challenge was to guide all of those people quickly to the right answer and the right team via a single site.
What is a demand-led website?
A site that isn't built around the organisation, but around the visitor's question. The navigation follows real questions like 'I'm looking for home care' or 'I want to refer someone', with a content-first structure and, wherever possible, one goal per page.
What is the essence of the ZuidZorg brand?
Trusted and close by. ZuidZorg works from one overarching brand name, with no subtitle under the logo. A professional yet human feel, with photography that puts people first, makes that brand feeling tangible on the website.
What is the ZuidZorg website built on?
On Umbraco, an open and scalable .NET CMS suited to complex websites and easy to connect with external systems. We build bespoke with modular content blocks, so the editorial team manages pages themselves. The environment is set up to be measurable with Google Analytics, Tag Manager, Search Console and tidy 301 redirects during the migration.
Will the next case be yours?
From brand strategy to a demand-led website. We'd love to think it through with you.