Crosspoint Care Agency Ltd

CLIENT

SERVICES RENDERED

Visual Design, Web Design, Social Media, Branding

PROJECT URL

www.crosspointcare.co.uk

DATE COMPLETED

January 2026

Crosspoint Care is a personalised home care and support provider dedicated to helping people live safe, independent and fulfilling lives in the comfort of their own homes. The organisation offers a variety of services including personal care, specialist support (such as dementia and palliative care), re-ablement and learning disability services.

This project involved designing and delivering a brand-aligned, user-centred website that clearly communicates the range of services, values and mission of Crosspoint Care, while improving accessibility, usability and engagement.

Before the redesign:

- The existing online presence lacked clarity and flow, making it difficult for potential clients and families to quickly understand the services offered.
- There was no clear pathway for users to find relevant service information or to get in touch.
- The site did not reflect the organisation’s brand personality, values or professionalism at the standards expected in the care industry.
- It needed a design that reassured visitors emotionally (important for care services) while remaining accessible and easy to navigate.

The core challenge was to design a site that would:

✔ communicate empathy, trust and professionalism
✔ make services easy to explore
✔ improve conversions (contacts/enquiries)
✔ work well across mobile and desktop.

I restructured the information architecture to prioritise user needs, created clear service pathways, and developed a clean, trustworthy visual identity. The design focused on accessibility, responsive performance, and reassuring messaging to support families and clients seeking care.

After launch, the site achieved:

- Improved clarity and information hierarchy, making it much easier for users to find the services they need.
- Stronger emotional connection through thoughtful design, reassuring messaging and human imagery.
- More effective calls-to-action leading to increased enquiries (contact form interactions).
- Better mobile experience, addressing the fact that many users access care services on the move.
- Enhanced professional identity that aligns with the real-world service delivery and values of Crosspoint Care (e.g., dignity, independence, compassion).