01 / The brief
Families researching a nursing home don't search for a healthcare group. They search for one care centre, in one county, usually under pressure and often from a distance. Windmill needed each of its centres to be findable on its own terms and it needed a website it actually controlled.
02 / Results
Google Analytics 4, property 481463625. Like-for-like comparison, 1 March 5 August, 2026 against 2025.
03 / The challenge
The first deliverable wasn't a design. It was ownership.
Windmill's website was running on a legacy hosting and CMS arrangement that pre-dated our engagement. Before any search or design work could begin, the site needed to sit on infrastructure the client controlled outright, with credentials in their own name and a dependable route to publish changes.
We treated that as the opening piece of work rather than a box to tick on the way to the interesting part. Families were using the site to research care for a relative throughout, so it stayed live and available for the whole migration.
A second constraint arrived with the rebuild. Windmill had already invested real budget in brand development, so the established colour palette and identity had to carry across untouched, protecting the marketing already paid for. The site still had to look current. Preserve the brand exactly; modernise everything around it.
04 / Mobile build
Most families are searching on a phone, often from a hospital corridor.
The mobile build carries the full care centre content no cut-down version, no hidden pages. Contact details, visiting information and enquiry routes stay within a thumb's reach at every scroll position.
05 / Across the site
06 / What we did
MIGRATE
Rebuilt on infrastructure Windmill
owns
We duplicated the full site, stood it up on hosting we could administer properly,
and issued credentials in Windmill's name. They came out of it owning their website
outright rather than renting access to it which is also what made everything
after
this possible.
STRUCTURE
Built the SEO around individual
centres
Every care centre got its own optimised page, treated as a destination rather than a
subsection of a corporate site. The structure follows how families actually search:
by facility name, or by care provision in a named county.
REBUILD
Modernised inside the existing
brand
The redesign holds the original palette and identity exactly as established, so
prior brand spend keeps compounding. Modernisation went into layout, typography,
imagery, hierarchy and mobile the things that signal currency without touching
recognition.
07 / On the results page
Search a centre by name, or a county by care type.
The recording runs through live searches for Windmill's care centres and the nursing home terms that matter to them, captured in one continuous take rather than cropped to a single flattering screenshot.
Google results vary by location, device and personalisation treat this as illustrative of position rather than a measurement of it.
08 / Landing pages
The homepage isn't the front door.
Across the reporting period, individual care centre pages pulled 7,076 organic sessions nearly four times the homepage. Families arrive at the specific centre they're considering, not at the top of the site and inward. This is the clearest evidence the page-per-centre structure is doing its job.
Organic search sessions by landing page, 1 March 5 August 2026. Bars scaled against the homepage.
10 / Everything delivered
Migration & ownership
- Full site duplication
- Hosting migration
- Credentials in client's name
- Full asset ownership
- Backup & restore setup
- SSL & DNS configuration
Search
- Technical SEO audit
- Page-per-centre setup
- On-page optimisation
- Internal linking structure
- Local SEO campaign
- GA4 analytics setup
Design & build
- Full site redesign
- Brand palette preserved
- Care centre template
- Careers section portal
- Mobile-first development
- Accessibility pass
Content
- Care centre page copy
- Service/care-type copy
- News & article portal
- Photography direction
- Video capturing sessions
- Monthly optimisation
11 / One thing we're watching
Organic engagement rate sits at 63.2% for the current period, against 66.8% a year earlier. With organic sessions up almost 15%, a modest dilution is the expected pattern a wider top of funnel brings in more early-stage researchers. It's a live item in the current optimisation cycle, and we'd rather say so than leave it out.
Own your site. Then make it findable.
Our ad work with Irish businesses across web, SEO, paid media and video, all of it in-house, under one roof.
