Inclusive landing page for ADS

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Introduction

Advance Diversity Services (ADS) is a leading non-profit organisation that builds community, brings cultures together and promotes justice, equality and respect. They are a LGBTQIA+ friendly aged care provider that has low online visibility and digital reach. They do not appear in keyword searches for LGBTI-friendly aged care providers. This case study will go through the process of creating a landing page that highlights ADS’s commitment to diversity and inclusivity, particularly towards the LGBTI community.

Project background

Many older LGBTI Australians have lived through an era when revealing their sexual orientation or gender identity could lead to imprisonment, forced medical "cures," or the loss of employment, family, and friends. These experiences have shaped their attitude and fears about aged care. The dominance of religious based service providers are perceived as a barrier to accessing service by older LGBTI Australians. Thus it is important to increase the visibility of openly LGBTI-friendly aged care providers.

Objectives

Despite their strong commitment to inclusivity, especially towards the LGBT+ community, ADS faces low online visibility. They do not appear in keyword searches for LGBTI-friendly aged care providers.

The goal is to create a compelling landing page that highlights ADS’s commitment to diversity and inclusivity, particularly towards the LGBT+ community. This initiative aims to boost engagement, raise brand awareness, and expand ADS's digital reach and visibility.