As Nebraska’s premier senior living provider, Immanuel Senior Living (ISL) is known for being an innovative leader in building healthy, Christ-centered communities. But their Web site didn’t reflect that same innovation. ISL wanted a site that was fresh with a wow factor, but still represented their brand. Tasked with the additional goals of helping to increase visits to ISL communities as well as increase the number of confirmed and waiting-list residents, Ervin & Smith conducted thorough research of ISL’s current site, competitor sites and industry trends. We also conducted a use-case analysis to determine who uses the site and their goals for visiting it. We found the majority of visitors to the site are future residents’ adult children, most of whom are women. From that information, we developed marketing strategies and a content plan, which were used to write and design the new 25-page site.