Count On Coffey

By Melissa Queen, Digital Project Coordinator

When Southeast Georgia Health System partnered with Coffey Communications to redesign its website, the team wasn't looking for a new paint job. They wanted to build a better platform—one that could support their mission; reflect their brand; and meet the real needs of patients, providers and internal stakeholders.

It's a journey many healthcare marketers find themselves on. With rising patient expectations; CMS obsolescence; and compliance, accessibility and security pressures, a website redesign is often no longer optional—it's fundamental.

Built from the inside out

One of Southeast Georgia Health System's first steps was to "get the house in order." That meant identifying department needs, building an approval process and gaining executive sponsorship. The team didn't default to a massive committee model—instead, they took a "sampling" approach, bringing in the right voices at the right time to avoid decision paralysis while still ensuring broad input.
Asset organization was another early win. Southeast Georgia Health System tracked page ownership, content status, forms and photos in a shared system, which made their timeline more manageable and transparent.

Content aligned to your brand—and your users

A big part of the redesign process for Southeast Georgia Health System was fully realigning their content. They needed their website to sound like them—community-focused, care-forward and clear. They wanted no dead ends, no outdated provider bios and no confusing user paths.
That meant rethinking how content was written, organized and tagged. Each page on the Southeast Georgia Health System site now reflects their voice, supports SEO and guides users toward the next step—whether that's learning about a service, reading a patient story or scheduling an appointment.

Design that drives action

The Southeast Georgia Health System website design is now more than a fresh look—it's a conversion engine. Throughout the site, visual choices are tied directly to user journeys. Clear calls to action, consistent imagery and easy navigation work together to guide patients to care.
From the homepage to the provider directory, every layout decision was made with purpose and conversions in mind. Even the service line pages include cross-links to providers and locations, making it easier for users to complete their journey without friction.

Continued iterations after launch

Launch day wasn't the finish line: It was the foundation for ongoing improvements. Since going live, Southeast Georgia Health System has continued enhancing its site with features like provider star ratings, an expanded careers section and new landing pages for marketing campaigns.

The marketing team also stays closely connected with the Coffey content team, which conducts quarterly audits and SEO tune-ups and collaborates on analytics reviews. The website is treated like an evolving product, because that's what it is.

What's the takeaway?

A successful redesign is strategic, structured and deeply collaborative. Start early, align internally and choose a partner who can scale with you long after go-live.

Categories: Digital