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Case study

A&A Care Services Website

A traffic driving new website for an NDIS in Sydney

Overview

A&A Care Services is a growing NDIS provider offering personalized disability support services across New South Wales. The client approached me to design a new website that would better communicate their services, build trust with clients and families, and make it easier for people to get in touch or make referrals.

Key Challenges

The original site used a generic template and didn’t reflect the warmth and professionalism of the A&A Care team. Important information was buried or fragmented, and the user experience—especially on mobile—was confusing. The site lacked inclusive design features, making it difficult for some users to access content.

Key Issues Identified:
  • Difficult navigation for both participants and referrers
  • Poor mobile usability and contact flow
  • No clear explanation of services or NDIS processes
  • Inaccessible color contrast and small text sizes

Research & Discovery

We kicked off with a discovery session with the founders to understand their values, goals, and service priorities. I then audited competitor sites, reviewed accessibility standards (WCAG 2.1), and mapped out key user flows.

Insights from Discovery:
  • Participants' families often feel overwhelmed by the NIDS process
  • Referrers (like support coordinators) need quick access to services overviews
  • Most users visit the site via mobile and look for contact options first
  • The tone needed to be warm, clear, and reassuring - not overly clinical

Design & Strategy

We redesigned the site from the ground up with accessibility, empathy, and ease in mind. The visual identity used soft blues and neutrals to evoke calm and trust, supported by clear headings and high-contrast UI elements. Layouts were kept simple and content was rewritten in plain language.

Design Highlights:

  • Home page with clear service categories and a “Get Started” overview
  • Sticky mobile footer with quick-call and contact buttons
  • Visual guide to the NDIS onboarding process
  • Icons and illustrations for each service type
  • Downloadable PDFs for referrers and families
  • Accessibility best practices: alt text, readable fonts, keyboard nav

Development

The website was built using WordPress with a lightweight, accessibility-focused theme framework. I prioritized performance, accessibility, and editor-friendly content management, ensuring the A&A Care team could easily update services, documents, and content themselves. no technical skills needed.

To avoid bloat and ensure fast load times, I used a custom child theme and carefully selected only essential plugins. The final site was fully responsive, optimized for mobile, and WCAG-compliant to support users with varying abilities and devices.

Development Highlights:
  • Custom WordPress child theme (based on the [e.g., GeneratePress, Astra, or Kadence] framework)
  • Gutenberg block editor for flexible page layouts
  • ACF (Advanced Custom Fields) to manage service info and FAQs
  • WPForms for accessible contact form with custom success message
  • Rank Math SEO plugin for structured metadata and schema
  • Accessibility: semantic HTML5, skip links, keyboard navigation, and alt text
  • Image optimization using WebP + lazy loading for faster load times
  • Caching + performance optimization via WP Rocket or LiteSpeed Cache

Results

The redesigned site launched successfully and saw immediate engagement improvements.
Post-Launch Outcomes:
  • +65% increase in contact form submissions (within 30 days)
  • +48% increase in mobile usage
  • +Time-on-site doubled

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