Case study
Brand and website for a new Melbourne NDIS provider, from a logo built on the building blocks of life to copy that makes reaching out for support feel easy.
Visit the live website
Results
Growth over our first three months working with SplexCare. Visitors are people arriving from Google search results and from links in AI tools such as ChatGPT, measured with Google Search Console and Cloudflare Analytics. Enquiries are the calls, emails and messages SplexCare received per month, compared before and after those three months, as reported by its owner.
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SplexCare is a new NDIS support provider working across Melbourne's north and west, offering ten supports from daily living and personal care to employment, housing and nursing. From the first conversation, we built its brand and website to do three jobs: earn the trust of people meeting SplexCare for the first time, explain every support plainly, and turn first visits into enquiries.
Who the site is for
What they need
To understand what support would look like, without needing to know NDIS terms first.
What the site gives them
Plain-English descriptions of all ten supports, each with its own icon and a direct link to ask about it.
What they need
To know who they'd be dealing with, what support would cost and how their family member would be protected.
What the site gives them
An about page, a pricing and funding page, and one page covering rights, complaints and worker screening.
What they need
To refer someone quickly and confirm SplexCare covers their area.
What the site gives them
A referrals section with a checklist of the details to include, and the service area and reply time shown wherever people get in touch.
01The brief
As a new provider, SplexCare didn't have years of word of mouth behind it, so for many people its website would be their first impression.
Asking for disability support is a personal step. People want to know who they'd be dealing with and what support would look like before they get in touch.
The wording mattered as much as the design. Jargon and corporate phrasing can leave people feeling they need the right terms before they're allowed to ask a question.
The site had to explain ten different supports plainly and make reaching out feel like the easy part.
We started with conversations, not mock-ups. We asked SplexCare about:
How visitors should feel
Welcome, respected and comfortable asking questions.
That feeling became the brief for everything that followed, so the brand and website grew out of SplexCare's own identity rather than a template.
02Identity
SplexCare wanted its logo to represent the building blocks of life, so we brought them together in a single emblem.
Reading the emblem
Refined together
We developed the emblem with SplexCare over several rounds of feedback, refining the design each time until SplexCare was ready to put its name to it.
The rest of SplexCare's identity grew from the emblem:
The emblem beside SplexCare in navy and emerald serif lettering, converted to outlines so it renders the same everywhere.
A square version for Google and other platforms that show a logo on its own.
A small version that keeps the emblem recognisable in a browser tab.
03Voice
We wrote the website in a voice that is welcoming, clear, supportive and human, so it reads like a conversation with SplexCare's team and keeps the reader's choices at the centre.
“Your life. Your goals. Support that fits.”
“You don't need to have everything figured out.”
That line takes the pressure off a first enquiry, and the descriptions of all ten supports are written with the same care. Each one:
“We appreciate that AzimuthWeb took the time to understand us and kept listening as the project developed. Their contribution reached beyond building the pages: they helped us find a clearer way to express who we are.”
04The website
Our website design and development work gave SplexCare a site organised around what people want to know before they reach out.
At launch
We chose the colours, imagery and spacing alongside the words, so the first impression would feel approachable, positive and trustworthy: soft blues and greens, photos of participants and support workers sharing everyday moments, and generous spacing that gives people room to read at their own pace.
The site is lightweight and works well on a phone. Each support has its own icon and colour, so someone looking for help with transport or housing can spot it quickly.
05Trust
As a disability support provider, SplexCare needs a website that works for everyone who visits and treats personal information with care.
Readable text and clear navigation, with menus and forms that work with a keyboard and form errors that explain what to fix.
A plain-English privacy policy covering website enquiries and participants' personal and health information. No page carries advertising or tracking scripts, so someone's search for support is never shared with advertisers.
A security policy that blocks every script except the site's own and the enquiry form's spam check, so injected code can't run where people share personal details. The form also limits repeated submissions, and security reports go to a published contact.
Tested with Google Lighthouse
06Discoverability
Our SEO work made sure Google and AI tools such as ChatGPT, Claude and Perplexity can find SplexCare's website and understand what it offers.
The site gives search engines the details they rely on:
Written for the question each page answers, such as:
splexcare.com.au/rights-and-safety
Your Rights & Safety | Feedback and Complaints | SplexCare
How to give feedback or make a complaint to SplexCare, contact the NDIS Quality and Safeguards Commission, and how we screen our workers and protect your information.
Every page is open to AI crawlers, and the same structured data and pages give them the facts Google sees. We also added an llms.txt file, a guide written for AI tools. It summarises SplexCare, points to the pages on its supports, pricing, referrals and rights, and asks AI tools to cite the relevant page when they answer questions about SplexCare.
In practice
ChatGPT has recommended SplexCare to people looking for NDIS support.
SplexCare's owner has confirmed these recommendations, and visitors who click through from AI tools are counted in the 86% rise in visitors from search and AI.
07After launch
Once people know what SplexCare offers, they want to know about cost, safety and how to get started. Since launch, we've added pages that answer those questions directly, so people now get in touch better informed and their enquiries focus on arranging support rather than finding answers.
Added since launch
Today, SplexCare has a brand with a story behind it and a website that welcomes people the way its team would in person.
We continue to host the site, keep its software up to date and add to it as the organisation grows.
“We would recommend AzimuthWeb to an organisation looking for a team that listens, welcomes feedback and cares about how the finished website serves its visitors.”
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