CareLink

CareLink
Most nonprofit websites ask the wrong question.
10,000+
calls & form submissions since launch
Visit
carelink.org
  • Full website redesign
  • “Who We Serve” visitor hub
  • Content strategy
  • Ongoing blog, social, and video production since 2025
Outcomes
4,000+
Phone calls since launch, over 2,700 from first-time callers
6,200+
Form submissions, over 2,800 from people who’d never contacted CareLink before
60%
Organic traffic growth
10,000+
Total calls and form submissions since launch
Overview

When a family realizes an aging parent needs help, they usually search for a feeling, not an organization by name: “help with my aging parent,” “how do I keep my mom at home,” “care for seniors near me.” CareLink is the organization on the other end of those searches, connecting aging Arkansans and their caregivers to home care, transportation, meals, and the support that makes independence possible. iProv has worked alongside them since 2019.

By 2024, the existing website was still performing, but four years had passed since its last redesign. Most nonprofit websites open with a list of services, which assumes the visitor already knows what they need. Families walking into this for the first time rarely do. So instead of asking people to diagnose themselves, the new CareLink site asks a simpler question: tell us who you are. The homepage sends visitors to a “Who We Serve” hub, and CareLink directs them from there.

“A launch is a starting line, not a finish line.”
iProv team, on the CareLink relaunch
01.
Asking a different question
The Old Assumption
Most nonprofit websites open with a list of services. That assumes the visitor already knows what they need, and families walking into this for the first time rarely do.
The New Front Door
The new CareLink site asks a simpler question first: tell us who you are. The homepage routes visitors to a “Who We Serve” hub, and CareLink directs them from there.
02.
New visitors, not repeat ones
Growth That Matters
New users grew faster than total users. That means more Arkansas families finding CareLink for the first time, not the same audience coming back more often.
The 60% Number
That organic growth is people typing a problem into a search bar, not CareLink’s name. They don’t know CareLink yet. They only know they need help.
03.
The engine kept running
Built to Compound
Since April 2025, iProv has kept the engine running with blog articles, social media content, and video production built to support the site and give more people a reason to find it.
More Than Half, Recently
More than half of all traffic since launch has arrived in just the last seven months. The site isn’t slowing down. It’s accelerating.
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