A premium website for a premium service - Smartaupairs by Reflect Digital

A premium website for a premium service - Smartaupairs

Smartaupairs is one of the UK’s leading Au Pair agencies - They approached Reflect Digital to design and build a premium website.

The Brief

Prior to the redesign, the Smartaupairs website was out dated and did not convey the professional, quality nature of their service. Furthermore the site was not mobile responsive, something that is paramount in today’s mobile-first world.

A third party had already attempted a more templated design but this was unable to meet Smartaupairs’ requirements. As such, the client needed a digital partner who was able to provide them with a more bespoke concept.

Smartaupairs has two main user groups – families looking for an Au Pair and Au Pairs themselves. One of the key elements of the brief was that the site had to provide distinct, clear user journeys for both Au Pairs and host families. The user journeys throughout the site had to take into account the differences in the two user groups, one being busy professionals and the other more time rich, web-savvy, young potential Au Pairs.

The website also had to be user-friendly for the client, allowing them to easily make changes to both page content and forms.

Our Solution

Reflect Digital delivered a modern, fresh and professional website meeting all of the requirements of the Smartaupairs brief.

For maximum ease of use, the website was built on our proprietary CMS platform Scoop. Scoop CMS is a bespoke solution developed by Reflect Digital offering a flexible and secure system combined with simple content management.

It was important that Smartaupairs were able to create differently styled pages to accommodate their content. To achieve this, Reflect Digital built a comprehensive master template into the site with a range of different elements available for use. This flexibility allows Smartaupairs to build pages with elements such as tabbed areas for more content-heavy parts of their site.

Reflect Digital also managed the SEO transition between the new and old sites, implementing a number of measures to ensure that there was no loss of organic search traffic. This included mapping and redirecting of old URLs to new URLs, moving across all meta data and identifying and fixing any crawl errors.

In order to make the different user journeys as clear as possible, Reflect Digital incorporated clear calls to action aimed at either Au Pairs or host families. This distinction continues throughout the website with registration forms, login areas and newsletter sign up forms featuring the option to select Au Pair or host family. We made the most of all available opportunities for targeted calls to action including within the menu.


Management of forms was achieved by integrating Formstack, a complete online form builder designed with user-friendliness in mind. This allows Smartaupairs to easily modify the forms within the site, adding and removing fields as required to optimise them for conversions.

Prior to Reflect Digital’s solution Smartaupairs had to manually download and upload enquiries and other form fills to Mailchimp. By integrating Mailchimp directly, this daily task could be eliminated, freeing up time for other more important activities.


  • Secure

  • User Friendly

  • Email Integration

  • Scoop CMS


"We contacted Reflect late last year, in desperation, having been utterly failed by another company (a very long story - but the project spanned over a number of years and we did not have an operational website as a result, only a large bill). After a bit of research I found Reflect, who are local to us in Maidstone. The communication was clear and efficient from start to finish and they really did listen to what we were after in terms of styling and functionality.

They do not simply provide you with a template solution but custom build a website to your needs. What also really made a difference for us is that any fixes and edits were included in the fixed price package we had agreed at the start, so there were no surprises in relation to the cost. I am very picky in relation to styling - and the fact that we picked their first proposal for the overall "look" and required very little edits to it thereafter, shows how they actually listen to your needs upon initial consultation. Scoop (the content management system) is user friendly and allows us to manage our own content - giving us a great degree of independence of adding to/editing the website.

The end result is therefore not only beautiful but also functional and well structured for our two key client groups. I would definitely recommend them, lovely and easy to reach team. Special thanks goes to Danielle, who was extremely patient in addressing my countless queries along the way (and Harry the office dog, who accompanied us with his enthusiastic presence in the meetings!)"

Tuuli Liiskmaa - Managing Director - Smart Aupairs

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