Web Designer – WordPress Site Refresh (Brand-Led, No Rebrand)

We are looking for an experienced web designer to refresh an existing WordPress website for Almost Family, a UK-based, non-medical companionship and practical support service for older people.

This is not a rebrand and not a full rebuild.
The objective is to align the current site to our agreed brand, simplify structure, and add a small number of new pages.

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Website context
• Website: www.almostfamily.co.uk
• Platform: WordPress
• Sector: Non-medical companionship & practical support (not regulated care)
• Audiences:
• Families arranging support for older relatives
• Local professionals (GPs, solicitors, churches, IFAs)

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Scope of work

1. Content-led refresh (implementation, not strategy)
• Implement revised copy that we will provide
• Ensure consistent tone across all pages
• Remove or soften any language that implies regulated or clinical care
• No SEO blog strategy required

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2. Page structure (already agreed)

Existing pages to refresh
• Home
• What We Do
• How It Works
• Contact

New pages to add
• For Professionals (hub page)
• Support for GP Practices
• Support for Solicitors & Probate Professionals
• Support for Churches & Pastoral Teams
• Support for Independent Financial Advisers

(All copy will be supplied or finalised with you.)

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3. Branding & logo (authoritative – important)

We already have a complete Brand Guide, including:
• Logo system (horizontal, vertical, mono, whiteout)
• Colour palette
• Typography
• Imagery style

This project does not involve a rebrand or logo redesign.

Your role is to:
• Apply the existing logo correctly and consistently
• Align the site’s look and feel to the supplied Brand Guide
• Correct any inconsistencies on the current site

You should not:
• Redesign or reinterpret the logo
• Introduce new fonts
• Change colours outside the defined palette
• Add visual effects, badges, or marketing embellishments

The Brand Guide will be provided and should be treated as the single source of truth.

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4. Design expectations
• Calm, uncluttered, professional
• Trust-led (not sales-led)
• Not a “care agency” look
• Restrained use of imagery
• Mobile-friendly
• Clean navigation

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5. Technical requirements
• WordPress best practice
• Minimal, sensible plugins only
• Clean handover on completion
• No ongoing marketing or SEO retainers

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What we are not looking for
• No rebrand
• No logo work
• No SEO packages
• No funnels or conversion gimmicks
• No ongoing retainers

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Proposal requirements

Please include in your proposal:
• A brief explanation of how you would approach this refresh
• 1–2 relevant examples of calm, professional service websites
• An estimated timeline
• Your proposed fee for the project

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Ideal designer
• Comfortable working from a clear brief
• Sensitive to tone and regulated-adjacent environments
• Happy implementing agreed decisions (not reinventing)
• Clear communicator

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Screening questions (please answer)
1. What would you not change on the existing site?
2. How would you avoid making this feel like a traditional care agency?
3. Share one example of a calm, trust-based site you’ve worked on.