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Established in 2006, Superior Healthcare is one of the leading providers in specialist care for those with long-term health conditions. Founded following a familial need for complex care that just wasn’t readily available, Superior Healthcare bridges the gap between independent care providers and national organisations.

The business challenge

Over the last decade, Superior Healthcare’s market positioning has evolved from a small, family-run start-up to one of the biggest providers of specialist care in the UK.

As expected, Superior Healthcare had outgrown their branding and website, which was outdated and sterile. They needed a new site to reflect its established, credible image while also striking the right balance between a premium corporate business and a caring healthcare provider.

The new website also needed to address two key focuses for the client: specialist care and recruitment. Superior Healthcare had very specific requirements about what they needed the site to achieve, and high expectations for performance. The client also wanted to be able to manage vacancies, applications, and content internally.

The solution we delivered

To help the client achieve what they were looking for, the Supersonic Playground team suggested a completely custom site, incorporating the new branding that they had recently developed. Throughout the project, the focus was all about content layout and user experience ahead of colours and visual design, so we developed a series of wireframes ahead of the visuals to make sure the client was getting exactly what they needed.

Another core focus for the project was the need for the client to maintain content, images and new pages without any development help. To achieve this, we developed the site using WordPress; its intuitive nature means that the client can effortlessly manage the website internally. We also used a modular builder to map out content blocks and pages to streamline the page-building process and make it more accessible to their team.

One of the key challenges of the project was striking the right balance between attracting talent and new business. To ensure these two very different user journeys were clear, we created a dedicated jobs area linked to in the main navigation. We also created two distinct call-to-actions in the home-page welcome message signalling these two journeys.


The new website gives Superior Healthcare the flexibility to manage their content, images, applications and pages internally and promptly. The new site delivers two clear user journeys to their target audience with clear navigation and call-to-actions throughout. Overall the site has completely transformed the brand’s image; positioning them as leaders in their field and the go-to-providers for specialist care.

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