The old website’s colours and the checked background made it distinctive, but other factors such as the amount of text on the homepage, lack of clear calls to action and colourful-yet-slightly-disjointed set of images were letting it down.
The structure of the site was a little confusing. To the first-time visitor, sections such as ‘nanny payroll information’ and ’employer information’, or ‘news’ and ‘blog’, appeared to do much the same thing.
Reading through the site, the tone of voice felt somewhat corporate and therefore out of step with the audience (either nannies, or parents who employ nannies).
What’s more, some aspects of the text made it feel like it was written for robots rather than humans. For example, multiple references to – and variants of – the terms ‘nanny tax’ and ‘nanny payroll’ were used in the opening sentences. (This is a process referred to as ‘keyword stuffing’, which some people misguidedly used in the past to try to improve their search rankings.)