From positioning to a new website

Zorggroep De Laren offers older people with care needs a warm home in small-scale care villas. In seven villas, in Bloemendaal, Hilversum, Maarssen, Bosch en Duin, Rhoon, Berg en Dal and Son en Breugel, residents live in their own apartment under the shared roof of the villa, with care available day and night and services close at hand. Every villa has its own kitchen with a chef, a shared dining and living room and a garden with a terrace.

We supported Zorggroep De Laren from positioning to a new website, with online marketing and support for employer branding.

What does Zorggroep De Laren stand for? It can be summed up in one word: attention. The motto ‘aandacht is het mooiste wat je kunt geven’ (attention is the most beautiful thing you can give) is displayed prominently on the home page and recurs throughout the website. Attention for who someone is, for what makes life meaningful and for what is still possible.

For residents and their loved ones, this translates into a clear promise: real contact, real attention and connection, in a villa where residents can be themselves and carry on with their lives the way they are used to. And every villa works according to the same five values: dedicated, expert, connecting, approachable and attentive to detail.

The new website is for older people and their loved ones who are looking for a new home with care, and for everyone who wants to work at Zorggroep De Laren. The main menu is built around five topics: Villas, Living, Care, Services and About us. Every care villa has its own page, alongside information about costs, frequently asked questions, the care hotel and stories from residents.

Visitors who want to take the next step can do so right away: make an appointment, request a tour or a brochure, ask for a call back, register or request the Lares magazine. They can also do this on behalf of a loved one. The ‘Groter lettertype’ (larger text) button explains how visitors can enlarge the text on their screen.

A good website also has to be found. That is why we support Zorggroep De Laren with online marketing. The aim: that older people and their loved ones who are exploring a new place to live find the villas online, and that care professionals and other new colleagues see the vacancies. The website is where everything comes together: from information about a villa to requesting a tour or viewing a vacancy.

‘Zorg met aandacht begint bij mensen’ (care with attention starts with people), reads the vacancies page. That is why working at Zorggroep De Laren has its own place on the website, with the same core message as for residents: ‘Aandacht in alles wat je doet’ (attention in everything you do). For residents, for colleagues and for the profession.

The Working at Zorggroep De Laren page shows what staff can expect: small-scale villas in special locations, close-knit teams with room for their own ideas, room to learn and grow, and a good work-life balance. In ‘Collega’s aan het woord’ (colleagues in their own words), staff talk about their work themselves, from nurses and carers to hostesses and location managers.

The vacancy overview can be filtered by villa and by field: care, hospitality, housekeeping and other. Anyone who does not find a suitable vacancy can send an open application or make an appointment to come and get acquainted in one of the villas.