Whereas we’re very excited to announce our company simply launched our new web site that includes a brand-new design, performance, backend tech, and contemporary content material, we count on you’ll be extra within the following three takeaways:
- Why we determined to rebuild our website utterly,
- Why it’s possible you’ll must equally “begin anew” along with your web site, and
- How one can study and profit from our experiences.
It is our job and fervour to assist our shoppers and readers drive higher outcomes from their advertising and marketing efforts. That is why we’re sharing our story—and success—of our web site overhaul. We hope you discover one thing useful to use to your group.
So, let’s begin with the rationale behind our resolution to spend money on creating a brand new web site.
The healthcare business is consistently evolving, and it’s important for all healthcare companies—and their web sites—to evolve to remain aggressive. Subsequently, in case your web site displays the place your online business was various years in the past, it’s completely time for a change.
Likewise, to remain related within the face of fixed change, our company’s enterprise mannequin and clientele have modified a number of occasions since our founding in 2006. Beginning round 5 years in the past, we made the strategic resolution to refocus our enterprise to serve bigger healthcare shoppers that might profit most from our experience. In the present day our shoppers embody:
- Retail and healthcare manufacturers,
- Hospitals and well being techniques,
- Life sciences producers,
- Well being plans,
- And multilocation practices and suppliers.
As we continued pivoting our enterprise mannequin to suit our company’s rising capabilities and the altering healthcare panorama, we checked out our web site with contemporary eyes. We acknowledged it was time to create a wholly new web site that might higher replicate the place we’re in the present day, who we serve, and the providers we provide.
Our resolution to utterly overhaul our web site was not made frivolously.
Although we made a number of incremental enhancements lately, we additionally realized it was time for a large change. To get our web site the place it wanted to be, we needed to break aside each web page and rebuild it high to backside with new performance-enhancing applied sciences, a brand new consumer interface and consumer expertise (UI/UX), and new artistic to offer it a contemporary look.
Every thing we do at Healthcare Success is rooted in healthcare advertising and marketing. From the technique and writing to the designing and improvement—we now have our shoppers coated end-to-end. The brand new web site, subsequently, wanted to replicate that.
As a result of we put our hearts into the work we do for others, discovering time for our advertising and marketing could be difficult. Nevertheless, we additionally understand how very important it’s to showcase an internet site that meets the altering wants of our shoppers.
What’s extra, whereas we obtain a good quantity of shoppers from word-of-mouth referrals, our web site (and possibly yours) drives a good portion of enterprise.
Like us, your web site is now the advertising and marketing epicenter of your online business.
Let’s pause our case research for a second, to think about how very important your web site is to your online business.
In the present day, B2B consumers and healthcare customers discover web sites by way of Search engine optimisation (SEO), paid search, social, directories, offline promoting, and referrals to call just a few. It is typically an individual’s first contact with your online business and closely influences whether or not they’ll contact you—so first impressions are essential.
If you happen to depend on your web site to generate enterprise as we do, optimizing its design, content material, and efficiency each few years is very important.
Chances are high, your online business has developed because you launched your present web site. Does your web site at the moment replicate who you’re and who you goal? Does it replicate the brand new aggressive realities of your market?
As you look upon your web site with contemporary eyes, you may discover your design, performance, or content material feels outdated or not consistent with your online business aims. Whereas you could have gotten away with incremental adjustments for a time (like we did), there comes the purpose when an outdated web site is costing you enterprise.
Your web site must reply questions like:
- Who is that this firm?
- Do I like and belief them?
- Are they skilled?
- What do they do?
- Are they appropriate for my enterprise?
- Is the messaging clear?
- What’s the consumer expertise?
Does your web site set your customers up for fulfillment and reply all their burning questions shortly and intuitively?
To attain these objectives in our personal enterprise, we realized we wanted to construct up our advertising and marketing content material to create a cohesive purchaser’s journey that included advertising and marketing and gross sales.
So, we started working.
Step 1: The Crew
Nice issues in enterprise are by no means carried out by one particular person.
– Steve Jobs
To begin, we assembled a lean advertising and marketing staff, permitting for larger accountability, autonomy, and suppleness of their roles all through your complete course of. Listed below are the important thing roles and their major obligations all through the entire course of:
- Founder/CEO/Advertising & Artistic Director
That’s me. As you possibly can think about, I put on many alternative hats at Healthcare Success and was the driving pressure (aka “nag”) behind our web site relaunch. Giving our web site a contemporary face was solely a part of my goal, however I’ll dive extra deeply into that in a bit. First, I’d prefer to share the opposite staff roles that had been essential to the success of this relaunch.
- Senior Artwork Director and Graphic Designer
Our new web site is gorgeous, but it surely’s a lot greater than only a fairly face. Our “Artwork Membership” folded their artistic prowess into an intuitive web site constructed for thought management and lead technology. They perceive that persons are naturally drawn to good design and first impressions are essential—however they’re additionally keenly conscious that usability, navigation, and conversion alternatives are central to nice design.
Whereas they’re chargeable for issues like typography, web page layouts, imagery, and shade schemes, they’re equally chargeable for coordinating with the content material and improvement groups to make sure they ship an optimum consumer interface.
Do you know it solely takes guests 50 milliseconds to kind a primary impression of your web site design?
- Content material Director & Editor and Senior Content material Author
Content material isn’t as horny as graphic design, but it surely’s the spine of any profitable web site. It helps natural Search engine optimisation, lead technology, and conversions. Our content material director labored in tandem with our expert Search engine optimisation staff to determine key phrases and touchdown pages that required model new content material that aligned with our evolving enterprise aims. As soon as aligned, it was time for our senior content material author to breathe new life into our service pages with model new content material aimed toward our target market.
First-class content material tells your story. It entertains, resonates, and compels your viewers to take motion. Do not accept mediocre content material in your web site. Promote your services and products with extremely efficient, considerate copy tailor-made to your distinctive target market for the perfect outcomes.
- Stock high-performing content material.
- Decide new Search engine optimisation objectives.
- Optimize current content material as wanted.
- Establish content material alternatives.
- Arrange 301 redirects.
- Replace website structure.
- Replace XML sitemap.
Working carefully with our gifted Content material Director & Editor, they had been capable of map out content material gaps, determine new aggressive key phrases, and advise on navigational enhancements that might enhance our sitemap, Google rankings, and, subsequently, conversions.
As soon as they accomplished the deep inside work, additionally they analyzed our high opponents. This evaluation recognized extra optimization alternatives that might allow us to surpass competitor Search engine optimisation methods and outrank them on the search engine outcomes web page (SERP).
Builders are sometimes the unsung heroes of tasks, primarily as a result of a lot of their work occurs behind the scenes, and also you sometimes do not hear from them until there’s an issue. However I like to think about them as our secret weapon. Our relaunch wasn’t only a reskinning of the previous website—it was rebuilt from the bottom up utilizing up to date tech and finest practices.
A robust, technically savvy improvement staff can take graphic designs and content material and switch it right into a safe web site that capabilities nicely, hundreds quick, and is accessible on all display screen resolutions and gadgets.
If you happen to’re serious about a easy reskinning of your web site, maintain this in thoughts:
A terrific-looking website that capabilities nicely and hundreds shortly typically receives extra site visitors and has higher conversion charges.
Step 2: The Audit
If you do not know the place you’ve got come from, you do not know the place you are going.
– Maya Angelou
Earlier than enterprise this big in-house venture, there was appreciable prep work to be carried out.
Nevertheless, it is vital to notice that our web site was performing nicely.
We did not undertake this venture as a result of our website was basically flawed. It was attracting plenty of high-quality leads and producing vital income. Nevertheless, one thing vital was taking place—our enterprise was evolving, and it was time for our web site to evolve together with us so it may proceed serving our wants nicely into the longer term.
Conducting an intensive web site audit with contemporary eyes earlier than going headlong into creating a brand new one will enable you keep away from missteps. It should additionally assist handle expectations and determine which points should be modified as a consequence of latest tendencies and rising practices in tech.
We audited our web site from a number of angles:
1. Common Aggressive Evaluation
Our enterprise technique has developed during the last 5 years, and we knew it was time to replace our web site to fulfill the altering wants of our enterprise. As a part of that, we re-identified our opponents and analyzed their web site content material, structure, and performance.
We additionally carried out an intensive SWOT (strengths, weaknesses, alternatives, and strengths) evaluation to determine gaps (learn: alternatives) in our current web site. This can be a good spot to begin should you’re seeking to make some adjustments to your present web site.
2. Model & Artistic
As I’ve talked about earlier than in different weblog posts, branding is very subjective. Nevertheless, our design staff did their due diligence and a whole lot of behind-the-scenes model work to help their design choices with related information and analysis. They reviewed our web site alongside our advertising and marketing analysts to determine which artistic parts failed to attach with our target market and which resonated.
In addition they checked out present business tendencies and used their depth of data to determine which made essentially the most sense for our dwelling model.
A talented artistic staff with specialised healthcare expertise can assist you obtain your imaginative and prescient and ship an internet site poised to draw new enterprise.
3. Search engine optimisation
Search engine optimisation (SEO)—and I cannot stress this sufficient—is what constructed the Healthcare Success enterprise. As I discussed earlier than, it’s on the coronary heart of the whole lot we do and is important to any web site. It must be repeatedly reviewed to make sure your content material targets the proper key phrases and audiences.
It is vital to schedule common Search engine optimisation audits into your ongoing technique, but it surely also needs to be excessive in your to-do checklist throughout an internet site relaunch to remain aggressive. An Search engine optimisation audit ought to embody figuring out competitor weaknesses and creating Search engine optimisation methods to outrank them. Not solely will this assist drive extremely focused site visitors (e.g., leads) to your web site, however it would additionally encourage increased conversions.
Facet be aware: Sadly, most healthcare organizations launch their new web sites with out understanding the very important significance of Search engine optimisation within the relaunch course of. As a result of most web site design firms don’t perceive Search engine optimisation (even when they are saying they do), a wholly avoidable Search engine optimisation catastrophe follows. Actually, individuals typically name us after a botched web site launch to carry out “revision surgical procedure” to regain their Search engine optimisation rankings. In the event that they’d solely known as us earlier than…
4. Content material
It is perhaps cliche, however content material is king. It has the facility to evoke emotion, persuade motion, and assist companies stand out. As a part of our content material audit, we wanted to prioritize which items of content material wanted to be refreshed earlier than launch, which may change post-launch, and which may keep the identical.
Important adjustments included updating our purchaser personas (e.g., target market) and making use of it to our messaging.
We additionally knew that we needed to take a tough take a look at our calls-to-action, navigation, voice, and tone to make sure they had been consistent with our new enterprise aims. The primary navigation pages had been the primary to be scrutinized as they’re among the many most vital.
Creating Search engine optimisation-friendly content material that resonates along with your target market will drive engagement, clicks, and conversions.
Step 3: The Challenge Plan
If you happen to fail to plan, you’re planning to fail.
– Benjamin Franklin
As I alluded to earlier than, our earlier web site was working. It was rating extraordinarily nicely organically on Google and producing leads, however I knew it wasn’t serving our evolving enterprise wants in addition to it had prior to now.
I put myself within the footwear of my target market and skim by means of the important thing pages of our web site. I shortly realized our language and key phrases conflicted with our aims. We needed to make some drastic adjustments—not solely to reposition our content material and replace our design but additionally to modernize the underlying expertise.
It was no small enterprise, however I knew it needed to be carried out to stay aggressive in our market.
Our expert venture administration staff wasted no time making ready pre- and post-launch venture plans, timelines, and duties to maintain the whole lot (and everybody) shifting ahead in an organized method. As veterans of their craft, I knew we had been in good fingers.
In a matter of days, we had a concise plan for auditing our current web site from each division (e.g., design, improvement, content material, and Search engine optimisation) and a transparent path for analyzing new and current opponents.
Fascinated with overhauling your web site with contemporary new designs, focused content material, and undated tech?
Right here are some things you’ll must do to make sure its success:
1. Analyze your current web site and outline your objectives
- How is the location performing?
- Which areas want quick enchancment?
- How would you like your website to serve your online business?
2. Construct your staff
- Establish key stakeholders (e.g., artistic, UX & UI, content material supervisor, and some executives), however maintain your staff lean to keep away from falling delayed.
3. Analyze your current content material
- Strategic, easy-to-read content material considerably contributes to natural search engine rating. Attempt to switch premium, extremely fascinating content material to your redesigned web site and scrap or rewrite the outdated ones. Excessive-quality content material is certainly one of your most beneficial belongings and connects you along with your target market.
4. Prioritize the consumer expertise
- Maintain issues like clean navigation, clear path, participating content material, and alluring calls to motion in thoughts to create a optimistic consumer expertise and enhance conversions.
- Our CFO and I agreed upfront that our new web site was an especially excessive precedence, and we’d must put aside the (substantial) finances required to rebuild it to our excessive requirements. We additionally wanted to finances our time and sources to make sure our inside web site redesign did not affect our consumer work. Our venture administration staff was essential in defending everybody’s time and guaranteeing the whole lot stayed on monitor. Overhauling the expertise that helps your web site is an funding, but it surely’s typically essential to stay aggressive.
Step 4: The Execution
Sticking to the schedule is important when engaged on a venture as difficult as a company web site redesign. As soon as once more, it was time for our venture administration staff to shine.
They saved all departments shifting in the proper path on the proper time and helped remove obstacles alongside the way in which.
Every division had weekly conferences. Nevertheless, it was equally essential for all staff members to come back collectively as soon as per week to debate their progress and any points or wants.
Figuring out and resolving points was important to make sure the venture stayed on monitor.
Although it’s solely been just a few weeks since launching our new web site, we’ve already seen wonderful outcomes. We stay up for seeing rising outcomes from our staff’s efforts over time.
For enjoyable, right here, listed below are just a few snapshots of our progress through the years (Supply):
It’s vital to do not forget that web sites reside, respiration entities and are by no means really “carried out.” Whether or not your web site is 2 weeks previous or twenty years previous, it’s best to at all times be actively enhancing the design, performance, and content material to stay well timed, related, and aggressive.
Whereas there’s lots left to be carried out, we’re happy with our new web site. It higher represents who we’re, our capabilities, and the way we work.
Tell us what you assume!