CarolinaEast Health System
CarolinaEast Health System is dedicated to offering high-quality care and a top-notch patient experience. But their old website didn't reflect their brand story or their focus on their community. The content was often overly clinical. And the site didn't work well on mobile devices.
Coffey solved these problems with a new, responsive website design, and updated content that was optimized for search.
Content audit and search engine optimization (SEO)
Coffey's team kicked off the website project by conducting a thorough content audit. We looked at how the existing website's content was performing overall and specifically evaluated how well it was doing at bringing in traffic from organic search.
The data from the audit, along with CarolinaEast's goals, informed a new site map and recommendations for areas where content could be edited or rewritten.
One area where our team found opportunities was the services content. These pages tended to be clinical and, in some cases, didn't have a lot of information. They also weren't always grouped according to the way consumers look for information. And while the content tended to perform well for branded searches, it wasn't ranking well or bringing in significant traffic for searches that didn't specifically include the CarolinaEast name.
Coffey's team created a new structure for the services so that they would be easy to navigate. We also conducted keyword research that revealed the words people in CarolinaEast's community used when searching for each service. We used that data along with information from CarolinaEast's team to update the content.
The result is a new set of service pages that provide the specific information that healthcare consumers in CarolinaEast's community are seeking, while also accurately reflecting the organization's brand and voice.
CarolinaEast's team knew that their site wasn't optimized for mobile. Coffey found that this was having a negative impact on how people were using the site. The home page, for example, had a 93% bounce rate for mobile visitors compared to a 29% bounce rate for desktop visitors. That suggested mobile visitors simply weren't willing to submit to a poor experience on the old site.
Coffey's team built the new website to be responsive, so it looks and works great on both mobile and desktop devices. Visitors noticed immediately. In the first month after the site went live, the home page's bounce rate for mobile visitors dropped to 57%.
But Coffey's team felt like this bounce rate was still too high. When we looked more closely at that traffic, we found that many of the people who were still bouncing were being routed to the home page automatically when they logged in to the organization's Wi-Fi. Since these people hadn't intended to visit the website, their visits were artificially inflating the bounce data.
We recommended filtering out this type of traffic so that in future reports CarolinaEast could see data specifically on the behavior of people who intended to visit the website.
Coffey solves problems for health systems every day
Improving content visibility. Growing specific service lines. Merging multiple websites under a cohesive look and feel. These are just some of the ways we help health systems.