genU is a profit-for-purpose organisation dedicated to building more inclusive communities by providing disability support, senior services, training, and employment opportunities across Australia.
Founded in 1952, genU grew from a small play centre into one of Australia's largest care providers, dedicated to building inclusive communities nationwide.
As one of the largest NDIS providers in the country, genU supports multi-generational groups in reaching their full potential, reinvesting profits to expand accessibility and enhance the lives of individuals in need.
Today, genU has a national presence as one of Australia’s largest care providers, but local knowledge, with more than 6,000 passionate staff across the nation.
The challenge
genU's existing website was struggling with a variety of issues, including: Limited content management capabilities: the rigid CMS made it difficult for editors to update and format content efficiently.
- Overuse of plugins: the WordPress-based site had become reliant on multiple third-party plugins, leading to performance instability and maintenance challenges.
- Inconsistent branding: the digital expression of the genU brand was not fully optimised for the web, resulting in inconsistent design elements.
- Performance and SEO limitations: page load speeds and search visibility needed improvement to reach and engage key audiences effectively.
- Accessibility concerns: ensuring WCAG 2.1 AA compliance was a priority to meet the needs of all users.
The solution
As a trusted partner in brand and digital transformation, we were was engaged to redevelop genU's website to address these challenges. The solution was centred around a headless CMS approach using Craft CMS, ensuring stability, flexibility, and scalability.
Key features and enhancements:
- Modular content management
- A move away from plugin dependence
- Mobile-first design
- Performance and SEO optimisation
- Seamless CRM and system integrations
- Payments and donations
Modular content management
We built a library of flexible content modules that allowed genU editors to create unique layouts without developer assistance.
A move away from plugin dependence
Instead of relying on an unstable network of plugins, the site was developed using Craft CMS, which offers native functionality and a curated approach to plugins, ensuring security and stability.
Mobile-first design
With 57.8% of genU's website traffic coming from mobile devices, we prioritised a mobile-first design to enhance user experience across all screen sizes.
Performance and SEO optimisation
A full SEO and site performance review was conducted, ensuring pages achieved a Google PageSpeed score of ≥ 90.
Seamless CRM and system integrations
The website was built with scalable CRM and API integrations, allowing an easy move to Salesforce and supporting future digital growth. Form management was streamlined by replacing Gravity Forms with Craft CMS’s native tools and the Formie plugin for more advanced features.
Payments and donations
A third-party payment gateway was integrated via API to streamline genU’s online donations and transactions.
The process
The project was delivered through a structured, phased approach:
1. Discover & Define
- We built out user personas to make sure the site worked for both primary and secondary audiences.
- Research and IA uncovered pain points and opportunities for SEO and structure improvements.
- Wireframes and UI designs were crafted mobile-first, refined through client feedback at every step.
2. Develop & Test
- Craft CMS and frontend development came together to create a seamless, scalable backend.
- Thorough QA and accessibility testing ensured a smooth, WCAG 2.1 AA-compliant experience.
3. Deliver & Maintain
- The site launched without a hitch, with staging handover, CMS training, and content migration support for the genU team.
- A three-month warranty covered ongoing fixes and support post-launch.
The outcome
A robust, scalable website that supports genU’s mission. The newly launched genU website successfully addressed all the challenges identified at the start of the project.
Key outcomes included:
- Greater content flexibility: the modular CMS approach allowed genU staff to update content with ease, reducing the need for ongoing developer intervention.
- Improved performance and stability: a move away from WordPress and plugins resulted in a faster, more secure, and more reliable website.
- Enhanced user experience: the mobile-first design significantly improved engagement and usability for genU's primary audiences.
- Future-proof digital strategy: with CRM and API integrations, the website is now ready to evolve alongside genU's future digital initiatives.
- Stronger brand presence: a refined digital brand application ensured that the site effectively communicated genU's mission, values, and services.
genU's website redevelopment was more than just a technical upgrade - it was a strategic investment in the organisation’s digital future. Through close collaboration, we helped genU build a scalable, user-friendly, and high-performing website that empowers people to connect, participate, and thrive.
