Abloom Home Carewebsite redesign:before & after

Abloom Home Care is a non-medical home care agency at 107 SE Main Street in Rocky Mount, North Carolina. It sends caregivers to people at home who need help for a short time or for the long run.

Its own site lists personal care, companionship, homemaking, respite care, post-operative assistance, a postnatal program and 24/7 care, across 21 counties. It also says which payers it accepts: private pay, long-term insurance, Medicaid, Veterans Aid & Attendance, workers' compensation and Medicare Advantage.

The person reading this page is usually a son or daughter, worried and short on time, who wants to know in seconds: do they do what my parent needs, do they cover my area, and how do I reach a person. That is the job of the first screen.

This is not an agency rebuild. I gave the concept about 2 hours and spent them on the fixes that do the most for customers: the 20% of the work that gets 80% of the improvement.

To show how much that improves, I score every original homepage and every concept on the same 100-point checklist. Most checks are yes or no, and a script runs the technical ones (speed, mobile, accessibility). When in doubt, the point goes to the original site.

The original has real strengths. The phone number is a tap-to-call link, the service area is printed at the very top, the street address is in the footer, there is a BBB Accredited Business badge under the logo, and the questions at the bottom answer the things families ask, including which payers are accepted. What I looked at is the first few seconds. I loaded the live page twice in fresh browsers to be sure of what follows: a pop-up opens on top of the page, and a cookie notice opens beside it, so a visitor has to close both before they can read anything.

The first screen and the mobile view, original on the left and concept on the right. The original is shown as it loads, with the pop-up and the cookie notice. The concept has neither, so part of this difference is a real fix and part is just what a static concept leaves out.

First screen

01Say what it is, and where

A tag reads "Rocky Mount, NC Non-Medical Home Care", and the line under the headline names home care for seniors and adults with disabilities across Rocky Mount and 20+ counties. The original spreads the counties over a small bar at the top.

02One button, and a number in the header

"Call (919) 457-1484" is the filled button. "Our Services" is a plain outline beside it. The phone number also sits in the header next to a "Free Consultation" button, so it is there on every scroll.

03A form that asks what care is needed

The consultation form at the bottom asks for name, phone, email, type of care and a note. The original's form has four fields, so this one is not shorter, but the type-of-care choice tells the agency what the request is about.

Mobile

01A call button in the thumb zone

On the concept's mobile first screen the call button is 50px tall and sits under the text. On the original, the phone number is small text in the purple bar, 20px tall.

02A header that breaks

On a phone the concept's header is crowded: the phone number wraps onto two lines and the Free Consultation button overlaps it. I list this below because it matters.

1. 01Let the page load without a pop-up on top of it. A worried family needs to read what you do before they are asked to click. If you keep a pop-up, wait until they have scrolled or have been on the page for a while.
2. 02Put "home care" in the headline. "Making Lives Better One Moment At A Time" is a good sentence for a brochure. A search visitor needs the words they typed: home care, and the town.
3. 03Give one button the main job. If a visitor can Learn Who You Are, Send a Referral or Get Started, most will do none of them. Pick the call or the consultation and make the others plain links.
4. 04Say who pays, on the homepage. Abloom's original answers "what payer sources do you accept" in a list of questions near the bottom: private pay, long-term insurance, Medicaid, Veterans Aid & Attendance and more. Many families choose on that answer, so it should not be that far down.
5. 05Keep your proof and show a real face. The BBB Accredited Business badge is the strongest trust signal on the original. Keep it in the first screen, add a real photo of the owner or a caregiver with a name, and link to real reviews.

The concept does not score 100. About 2 hours doesn't fix everything, and the checklist applies to my work too:

• The reviews are not real. The three reviews in the concept ("Sandra H.", "James W." and "Robert T.") are not on the original site. They need to be swapped for real reviews, with a source.
• "Licensed & Bonded" is my wording, not the business's. The original site does not say it, and I dropped the BBB Accredited Business badge that it does show. Abloom needs to confirm its license and bond and put the badge back.
• Other details are mine too. The opening hours, the four-step process, the list of towns and "Transportation Assistance" as a service do not come from the original. Each needs checking with the business or removing.
• The photos are stock. So are the original's. Real photos of the team and of a caregiver at work would do more than anything in the layout.
• The concept drops the address and the payer list. The original has "107 SE Main Street, Rocky Mount, NC 27804" and a clear answer on payers. Both should be on the new page.
• The mobile page scrolls sideways. The concept measured 596px wide on a 390px screen, the header overlaps, and body text is 14.08px on mobile where the original's is 19px. It needs 16px or more and a fixed header.
• Speed and contrast. Mobile speed is 82 on Lighthouse. The original scored 28, so it is much better, but the accessibility scan still found 8 serious issues, mostly colour contrast on the purple.

If I were talking to the owner of Abloom Home Care, I would start with the pop-up. The site is not bad. It has a real phone number, a real address, a BBB badge and honest answers to the questions families ask. But the first thing anyone sees is a box asking them to click and a cookie notice on top of it. A family looking for care for a parent should be reading, not closing windows.

The part I am least sure about is the look. I went with a deep purple and a hero photo that is clearly stock, and I moved the page toward a calmer, more modern feel. That is a taste call, and the original's bright pink and purple may be part of how local people know Abloom. I also cut the page short, and a family may want the longer answers the original gives on payers and on what care looks like after surgery.

What the concept does not solve is trust. I added a "Licensed & Bonded" line and three reviews to fill the space, and I should not have: none of it comes from Abloom. The real fix is the owner's own reviews, a real photo, the BBB badge back on the first screen and the license shown as it actually is. Layout got the first screen to say what Abloom does. It does not make a family trust it. That takes proof only the business has.