Streamlining senior care connections through enhanced UX and SEO
We partnered with Crossroads Eldercare Options to give their senior care website a complete upgrade. Our aim was to help their team keep doing what they do best: guiding families through some of life’s toughest decisions. With a fresh digital approach, we made their site faster, easier to use, and simpler to find. The results speak for themselves.
Crossroads Eldercare Options is one of West Michigan’s longest-running eldercare advising firm. For more than 13 years, they’ve helped families manage the logistics of senior care planning. Their team connects people with trusted housing, medical, legal, and financial support, without charging a fee or pushing an agenda.
When they realized their website needed to keep up with their mission, they reached out to us as their eldercare digital partner. Together, we created a senior care website that’s just as compassionate and effective as their team is on the phone.
Crossroads’ old website wasn’t keeping pace with their growth. Families needed a faster way to get in touch, especially from mobile devices. The navigation felt clunky, important content was hard to find, and their SEO visibility was falling behind.
Rather than a simple visual upgrade, Crossroads required a senior care website designed around real-world user behavior, with clear caregiver contact solutions, a mobile-first UX, and stronger search performance. We stepped in to help create a site that works better for the people who rely on it.
We started with the user experience. Our team restructured the site to make it easier to navigate, added click-to-call and contact buttons in key spots, and prioritized mobile accessibility from the ground up.
Next, we implemented Google Tag Manager to track user behavior and developed a clear eldercare SEO strategy to improve visibility for core services. We also refreshed blog content to better align with what families are actively searching for online.
To help Crossroads reach more people faster, we launched paid ad campaigns focused on driving qualified traffic. We reviewed every detail, from form layout to page speed, with both families and internal staff in mind.
We managed the full rollout in just three weeks. Since then, we’ve stuck by their side, providing ongoing support, monitoring, and optimization. The update strengthened their responsive design for senior care and supported real-world digital marketing for caregivers.
We focused on practical upgrades that simplify the experience for both families and staff. The idea was to reduce friction, increase clarity, and make it easier for people to take action.
Some of the key enhancements we made included:
Together, these updates delivered a more intuitive UX for eldercare sites, backed by stronger visibility and better tools for action. The new platform is easier to navigate, quicker to engage with, and better equipped to serve user needs.
After the new site launched, Crossroads Eldercare Options saw immediate results:
These improvements made it easier for families to get the support they needed, strengthened senior care lead generation, and gave the Crossroads team clearer insights to measure and boost their impact as a senior care provider.
“Erik and One With Digital were great to work with! They have created and now manage multiple websites for us. We have been extremely pleased with the final results and would strongly recommend their services!”
A1 Rental
The One With Digital team were excellent to work with. Erik helped keep me on task to ensure the website was completed to my satisfaction in a timely manner; as I have a tendency to procrastinate. Erik also came to meet with me in-person multiple times to help me with not just the website but business card design, letterhead, fax coversheet etc. Erik went above and beyond assisting me and my compliance department coordinate to establish my new business email address. I’m very happy with the service they provide and I highly recommend One With Digital.”
Jasick & Associates
“I’ve had the pleasure of working with Erik on numerous advertising campaigns and website updates for our business, Crossroads Eldercare Options, and have consistently been impressed. Erik delivers high quality work and is incredibly responsive. I would recommend One With Digital to anyone looking for a true partner in the SEO/digital marketing/web-dev space.”
Crossroads Eldercare Options
“The One With Digital team is truly commendable. The result is an engaging online experience that effortlessly guides visitors through our services and resources.
WellWise Services
The project succeeded because both teams shared a clear goal: making it easier for families to get the help they need. From the outset, Crossroads brought deep insight into their audience and a clear vision shaped by years of nonprofit healthcare marketing experience.
We matched that clarity with quick execution and a collaborative digital strategy built for real users. Both teams stayed aligned on priorities and worked side by side from start to finish.
The collaboration didn’t stop at launch. We stayed connected, shared updates, tracked performance, and continued refining the experience as Crossroads grew. It’s the kind of eldercare brand alignment and long-term support we bring to every project.
If your organization is ready to better serve families with a stronger digital presence, we’d love to help. Let’s work together to design a platform that truly serves your mission and the families who count on you.
