Optimal findability with a new website

The most trusted maternity care: that is what you can expect from De Kraamvogel. The organisation is a source of support for every family and has been providing maternity care since 1924. From pregnancy to the birth and the first week after: everything for a good start. Every year, 20,000 families choose De Kraamvogel. The organisation is active in eight provinces in the north and centre of the Netherlands.

De Kraamvogel and Doop are no strangers to each other. De Kraamvogel's website, which was created with Doop in 2015, was ready for renewal. But besides a renewed, well-performing website, De Kraamvogel faced another challenge. Since early 2021, the organisation has merged with ZiNkraamzorg. This also made De Kraamvogel active in new areas, such as the Utrecht region: areas where De Kraamvogel's brand awareness can be built up further. How can we improve findability in the different regions? And how can we increase the number of families that choose maternity care from De Kraamvogel? These were the questions De Kraamvogel and Doop set to work on.

And so a new dekraamvogel.nl was born. De Kraamvogel's original, recognisable brand identity stayed the same, but the colour combination was revised. Vanou Krikke, Marketing & Communications adviser at De Kraamvogel: “ZiNkraamzorg used a lot of pink. Our old website was also very colourful, with lots of orange. These colours are mainly aimed at the pregnant woman. But pregnancy and the maternity period concern the man too. The whole family, really. That is why we carried out target group research with Doop. Based on that, we chose to include shades of blue in the website as well. Doop made a number of designs and this colour combination immediately stood out for us.”

Building the new website was a smooth collaboration. Vanou: “At De Kraamvogel we look back on the project very positively. Thanks to weekly contact we could act quickly and tick off to-dos, so requests were picked up fast. We also held the occasional work session at Doop, where we developed content with the whole team. A keyword analysis allowed us to write targeted content. Making real headway together! I have launched several websites, but it has never gone as fast as with this one. De Kraamvogel's new website was live within four months.”

The new website was very well received. “Many De Kraamvogel employees are very positive. Navigation has improved on the new website, so information is much easier and quicker to find.” To be easy to find in the different regions, the new website includes, for example, a postcode check linked to regional pages. When you enter your postcode, you see maternity care in your area, with interactive Google Maps. This map has also been used to expand ‘Gedeelde trots’ (shared pride). Here, parents can share their experience with De Kraamvogel and upload photos. Through the postcode check, website visitors can then see who in their own neighbourhood or street has also received care from De Kraamvogel. Vanou: “De Kraamvogel is a large organisation, but we actually work very locally. The postcode check makes our maternity care more personal and closer to home. On the regional pages, for example, you see the teams who live and work near you. That is how we safeguard involvement and trust.”

The new website also includes a renewed pregnancy calendar. Vanou: “In the pregnancy calendar you can enter your due date. You then see, week by week, month by month and trimester by trimester, what is happening in your belly. That way you can follow all of your baby's development. As a parent-to-be you have lots of questions, and as De Kraamvogel we want to help you with those as well as we can.”

Is it finished now? Not quite. De Kraamvogel still has plenty of ambitions. “We keep developing the website continuously. Every week we have a session with Doop in which we go through things like SEO and SEA. Findability remains important to work on, especially in the areas where we are not yet so well known. We also want to develop an FAQ so that we can help our customers even better without them having to call or email straight away. In the coming period we will also start work on a separate ‘Werken bij’ (careers) website. So Doop and De Kraamvogel are happily carrying on.”