Restructure website for simple, clean usability
When user surveys showed that people were not finding the information and tools they needed on the new site, Savage developed a completely new information architecture, making it simpler and more effective for visitors to find what they need. Plus, high value, high traffic areas around locations and doctors needed to be more robust and accessible.
Share resources to deliver healthier lives
As part of its mission, Kelsey-Seybold provided many great resources for healthy living and preventive care, but they were difficult to find and infrequently accessed by site visitors. The new site brought that content to the forefront, engaging users with tips and resources to improve their health.
How Savage Brands helped build an online heathcare leader
Creating a content strategy that actually solved patients’ problems
To make every interaction with the website productive and effective for the patients, the content strategy was designed with a “hand, head, heart” approach: first fulfilling the most pressing service-oriented need (a helping hand), then providing educational content (head), and finally tailoring the content for the best personal experience of each individual and demonstrating the clinic’s care (heart).
Streamlining the areas that matter most to patients
Two of the most critical usability needs for site visitors were comprehensive doctor bio pages and informative location pages that highlighted services. Savage redesigned and restructured these areas to simplify them, improve the content and guide patients through common situations and needs. The improved sections saw more visits, longer viewing of the content and more satisfied visitors overall.
Establishing Kelsey-Seybold as a market leader
Kelsey-Seybold was looking to grow its market share in the 20-30 communities it operates in, expanding the audience of potential new patients and increasing overall awareness of its offerings. With improved SEO and patient referrals following the launch of the redesigned site, Kelsey-Seybold.com saw more visits than ever before in the clinic’s history: 1.7 million web visits in 2013.