A two-sided marketplace site for Home2Grow
Early childhood education
A WordPress site for an Auckland home-based childcare network, built for two different audiences at once, parents finding an educator and educators wanting to join or get support.
The challenge
Home2Grow is not a single childcare centre, it connects parents with independent home-based educators, which means the website has two genuinely different audiences with opposite goals: a parent trying to find an educator, and a prospective educator trying to work out whether to join the network. A site written only for parents fails to recruit the educators the whole model depends on, and vice versa.
What we did
"Find an Educator" and "Become an Educator" sit as separate primary paths from the homepage rather than one shared "get started" button, because a parent clicking the wrong one wastes their visit and an educator clicking the wrong one never sees the case for joining. "Why Home-Based Childcare" makes the model's case to parents who may not have considered it as an alternative to a centre, while "Fees & Subsidies", "Educator Support" and "Types of Educators" answer the practical questions on the educator's side of the decision.
What we built
Built on WordPress 6.9 with Elementor for page layout, Slider Revolution for the homepage, and Google Site Kit for analytics. A News section carries ongoing content (parenting and early-learning articles) separate from the core marketplace pages, giving the site a reason for a parent to return before they are actively searching for childcare, which matters more for a marketplace model than a single centre, since the whole business depends on parents thinking of Home2Grow first when the need arises.
This entry documents the live, published site at home2grow.co.nz as it stands today, including its parent-facing and educator-facing page structure, checked directly. We have not added campaign results or before/after metrics here because we do not have the client's written figures to hand; ask us and we will request them, or tell us the numbers and we will publish them with attribution.
Services on this project 1
Questions
Why does the homepage split into two separate paths instead of one shared call to action?
A parent and a prospective educator are looking for opposite things from the same brand. Sending both down one shared path means whichever one the button was designed for gets served well and the other has to hunt, so we gave each its own route from the first screen.
Lockman
A WordPress site for an Auckland mobile locksmith, split into four specific service pages, mobile locksmith, car keys, smart lock systems and emergency locksmith, so an urgent search lands directly on the right one.
Totally Kids
A WordPress site for a single-centre childcare provider structured by what a child actually does at each stage, toddlers, transition to school, and exploring the community, rather than by generic "programmes".
Want to see one of these in detail?
We will walk you through the brief, the constraints and what we would do differently now, including the parts that did not work.