Building a better digital front door: Palo Pinto General Hospital’s website transformation
Palo Pinto General Hospital (PPGH) sought a comprehensive website redesign to enhance its digital presence, improve content management and ensure compliance with evolving healthcare regulations. By implementing a fresh design, improved navigation and robust content strategies, PPGH now delivers an optimized and engaging experience for patients and staff.
Challenge
PPGH faced multiple challenges with its previous website:
- Limited analytics tracking in a HIPAA-compliant manner.
- Outdated design that lacked visual appeal and accessibility.
- Cumbersome content management, making updates difficult for staff.
- Disorganized service content, requiring a content audit and rewrite.
Solution
To address these challenges, PPGH partnered with Coffey to modernize the website and improve functionality for both users and administrators.
A fresh and modern design
The new website features a clean and modern aesthetic, replacing the previous heavy, green background with a brighter color palette. The redesign prioritizes open space, structured layouts and intuitive navigation, improving readability and accessibility for all users. Enhanced typography and well-placed icons create a professional and visually engaging experience.
Optimized navigation
A restructured primary and secondary navigation system makes it easier for patients to find essential resources such as providers, locations and services. This improvement streamlines the patient experience, ensuring visitors can quickly access relevant information with minimal effort.
Key website features
Enhanced content management with Site Assist
To improve internal workflows, PPGH adopted Site Assist, Coffey’s healthcare-specific content management system. This tool simplifies content updates and enables staff to efficiently manage pages, events, provider profiles and job postings.
Dynamic content management modules for improved functionality
The redesigned site integrates Coffey’s full suite of content modules, allowing for:
- Easier management of provider and location directories.
- Seamless updates for news, events and job postings.
- Enhanced internal workflows, including medical records processing, online bill payment and event registrations.
Compliance and security enhancements
HIPAA-compliant server-side analytics
To align with updated Office for Civil Rights (OCR) guidance on healthcare tracking, PPGH implemented Coffey’s server-side analytics solution. This system ensures compliance by removing personally identifiable information (PII) before sending data to Google Analytics 4 (GA4), enabling privacy-conscious tracking.
Price transparency compliance
To meet the latest federal price transparency regulations, the new site now supports the placement of a TXT file at the root folder, a requirement that was previously unachievable. This feature ensures compliance with evolving healthcare policies and regulations.
Content strategy and optimization
Content audit and strategy
PPGH’s website redesign project began with an in-depth content audit, focusing on service line content. Key findings included:
- Reorganizing content to prioritize consumer-friendly language and structure.
- Shifting focus from generic service descriptions to storytelling that highlights PPGH’s unique value proposition.
- Keyword research to improve organic search visibility for Palo Pinto County healthcare services.
Content rewriting and SEO enhancement
Based on the audit results, Coffey’s team rewrote 15 service pages. This process included:
- Interviewing subject matter experts to better capture PPGH’s strengths.
- Optimizing content for search engines, ensuring the hospital ranks for relevant healthcare queries.
- Enhancing readability and engagement, making information more accessible to patients.
Impact
The Palo Pinto General Hospital website redesign successfully achieved its goals:
- Enhanced user experience with a modern design and structured navigation.
- Improved content management through the SiteAssist CMS.
- Increased SEO performance with optimized, rewritten service pages.
- Maintained regulatory compliance with server-side analytics and price transparency updates.
By implementing these strategic improvements, PPGH now provides a more accessible, compliant and engaging digital experience for both patients and healthcare professionals.