Zabota Senior Care Home

WEB Design

Task: develop a new website design

In late 2021, the client approached us with a request to refresh the website design. The main requirement was: “the site should look modern and match the company’s style.”

The redesign was completed in 2 weeks. The main focus areas were:

• content credibility — we replaced stock photos with real, high-quality images of the facility;
• improved information layout — each content block was visually separated from the others;
• expanded useful content — we added new blocks that didn’t exist on the previous site, including a photo gallery, a pricing section, a staff section, and a table of contents on landing pages;
• overall usability improvements;
• mobile version optimization.

WEB Development

Task: carry out the website redesign

During the redesign, we updated the WordPress-based website to the latest version. All existing blocks and pages received fully refreshed styles. We also built and added missing blocks to the pages and connected them to the admin panel. Additionally, we optimized the technical side of the website within 1.5 weeks.

SEO Promotion

Task: increase the number of clients from Google Search and reach top positions across all regions of Moldova.

From the very start of our collaboration, we have been consistently working on SEO promotion of the website — primarily focused on growing organic traffic and improving conversions.

Content Work

An SEO audit of the website revealed that:

• the site did not cover all services offered by the care home, nor all the regions where the company operates;
• existing landing pages contained insufficient keyword density — approximately 70–80%;
• the site had two language versions: Russian and Romanian, but most content lacked a Romanian translation.

What we did:

• built a new semantic core with all keywords organized into clusters — resulting in 30 clusters (up from 10);
• wrote content to cover keywords from 20 new clusters;
• edited existing landing page texts and increased keyword density;
• translated all new and existing content into Romanian;
• rewrote META data for all pages based on the updated keyword set;
• developed a blog content plan and gradually populated the blog section.

Building Trust

A large volume of specific, useful information about the facility builds trust — both with readers and with Google. To achieve this, we:

• added a staff section with detailed information about each team member, including their education and professional experience;
• added an author attribution block to every landing page — for healthcare-related sites, content expertise and author credentials are critically important;
• developed a dedicated reviews page — the site had only 2 reviews before we started. We added new ones and continue to grow this section;
• created and optimized a Google My Business profile.

Conversion Rate Improvement

Before working with us, the client received an average of 5–10 conversions per month (calls + form submissions), as the site had relatively low traffic — between 5 and 10 users per day. The low conversion rate was also due to the absence of any visible conversion blocks where users could leave a request or call directly.

We developed a conversion block allowing visitors to submit a consultation request about accommodation costs. We also added an animated phone icon in the bottom-left corner, fixed in place so users can click it from any page.

Link Building

After completing all core on-site optimization work, we moved to the next and most important step — building backlink authority (off-site optimization).

Each month we increased the number of backlinks by publishing articles with optimized keyword anchors. This has produced a stable, positive growth dynamic. We prioritized placements on healthcare-related websites.

Backlink growth dynamics over the past year

Results

Traffic: the website now receives an average of 50 to 105 potential clients per day from Google Search.

Organic traffic dynamics over the past 36 months

Conversions: conversions grew significantly — just 6 months into our collaboration, users were submitting an average of 30–50 requests and calls per month. By 2024, the client receives 60–90 calls, 50–70 form submissions, and 20–30 emails every month — totaling 130–190 conversions monthly.

Rankings: 100% of all priority keywords have been ranked in Google TOP-3 for over a year. 91% of keywords hold the #1 position in search results.