When most people think about web design, they picture flashy visuals, smooth animations, and clever sales funnels. But working with The Sands Care Group taught us something more important: in some industries, the real measure of success isn’t clicks or conversions — it’s clarity, empathy, and trust.

Care is deeply personal. Choosing a care home isn’t like buying a pair of shoes or booking a hotel. Families are making decisions about where their loved ones will live, and the stakes couldn’t be higher. That reality shaped the way we approached their website — and it changed the way we think about design as a whole.

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1. Accessibility Matters Just as Much as Aesthetics

A beautiful website is useless if it’s hard to read or navigate. For The Sands Care Group, accessibility wasn’t an optional extra — it was essential. Larger text sizes, clear colour contrasts, and simplified layouts make the site usable for everyone, including older visitors or those less comfortable with technology.

It’s a reminder that accessibility isn’t just a compliance checkbox. It’s about respecting your audience and making sure no one is excluded.

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2. Empathy Should Guide Every Decision

Designing for a care home meant asking: how will this feel to someone visiting the site for the first time? Families searching for care are often stressed and emotional. The last thing they need is a cluttered, confusing website.

By focusing on soft visuals, simple messaging, and easy-to-find information, we created a digital space that feels calm and reassuring. Sometimes empathy is more persuasive than any call-to-action button.

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3. Trust is the Real Conversion Metric

In e-commerce, success is measured in sales. In care, it’s measured in trust. Does the website make you feel confident that your loved one will be looked after? Does it communicate professionalism as well as compassion?

We prioritised testimonials, transparent information, and warm photography to build credibility. The goal wasn’t just to generate enquiries — it was to give families peace of mind.

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4. These Lessons Apply Beyond Care

While this project was unique, the lessons apply everywhere:

  • Accessibility should be baked into every design, not bolted on.
  • Empathy is powerful, especially in industries where decisions are personal or emotional.
  • Trust is the ultimate goal — whether you’re a care home, a law firm, or a financial service provider.

The Sands Care Group project proved that web design isn’t just about shiny visuals or optimised funnels. It’s about understanding people — their needs, their feelings, their fears — and designing with them in mind.

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Final Thoughts

Working with care homes reminded us that good design serves people first, businesses second. When you focus on clarity, empathy, and trust, conversions follow naturally.

At Lune Studio, that’s the standard we’re bringing into every industry we work with.