Challenge

 

Despite the growing demand for spine care in the region, the company’s website was dated and confusing to navigate, resulting in customer confusion and calls to the office. They had also identified the need for a more robust directory of patient resources.  Without this resource, it was difficult to offer the level of customer support they wanted to provide to their patients.

 

Solution

 

I audited the current site to ensure only the necessary information and to eliminate duplicate information. I developed a new sitemap to better organize information and make navigation intuitive for patients prioritizing the homepage as a direct marketing tool for new patients while keeping intuitive quick access navigation for returning patients.  Utilizing a clean process that allowed the client to approve work in phases (sitemap, wireframes, content development, design) I developed a completely new website, including digital directories for conditions and treatments as well as a suite of newly branded printable patient resources.  I subcontracted a copywriter to develop the marketing messaging and patient information in a consistent voice. The net result is a clear website with robust messaging around the company’s unique approach to diagnosis and treatment with highlights on their dedication to customer service and continued commitment to the study and practice of spine care. See the website here.