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Redesigning a website to improve health and empower patients

Kelsey-Seybold has a mission to improve the quality and value of healthcare in Houston, but its website didn’t support that purpose. In fact, the outdated site lacked functionality and made the healthcare process more complex for users. Savage completely redesigned and restructured the site to be a real health resource for patients.

Redesigning a website to improve health and empower patients

Kelsey-Seybold has a mission to improve the quality and value of healthcare in Houston, but its website didn’t support that purpose. In fact, the outdated site lacked functionality and made the healthcare process more complex for users. Savage completely redesigned and restructured the site to be a real health resource for patients.

The Results

+20% site visits & +50% time on page over previous year
Double page views & time on page for doctor bios
Achieved 8 of 9 goal measurements for improved quality

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.


Savage Brands is an agency that mobilizes minds, drives performance and creates results. We work with companies experiencing transition, growth and transformation by employing Savage Thinking® to uncover and articulate their purpose.

Through strategy, planning and design communications, we help leaders build purposeful brands that increase employee engagement and customer loyalty, enabling leaders to achieve their most ambitious visions.


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