SoutheastHEALTH – Content
SoutheastHEALTH, based in Cape Girardeau, Missouri, is a leading healthcare provider in their community. Their large website reflected the wide array of services they offer. But their content management system (CMS) wasn't easy to use and they weren't able to make updates to the site themselves. As a result, their content, though current, didn't reflect their story and wasn't performing as well in search as it could have been.
Identifying content opportunities
SoutheastHEALTH needed to find a way to reach people in their community who were searching for healthcare services. One of the first things Coffey's team did was meet with the SoutheastHEALTH team to discuss their goals for the new site, which included looking for opportunities to streamline content and improve storytelling and search engine optimization (SEO). We took this information and used it to help inform an in-depth content audit.
During the audit we looked at all of their content, examined analytics so we could understand how people were currently using the site and looked at organic search performance.
Solution: The audit resulted in a detailed roadmap for how SoutheastHEALTH's content could be updated to meet their goals and help them reach healthcare consumers.
In all, we recommended rewriting more than 50 pages of content for the new website.
To make it easier for people to use SoutheastHEALTH'S website, we created site maps and reorganized much of the content.
For example, a large section of Wellness Services content wasn't listed in the Services section. We moved all of this information into the Services section and broke it up by categories—such as fitness, nutrition and weight-loss programs.
Solution: Each of these categories is now clearly listed in the Services section. So when someone is looking to find out about a SoutheastHEALTH fitness, nutrition or weight-loss service, they’ll have an easier time finding what they’re interested in.
This content now reflects the journey consumers take when looking for healthcare information. And it’s easier for them to find what they’re looking for.
Content creation and SEO
Coffey's content proposal for the new SoutheastHEALTH website involved rewriting much of the services content so that it told the story of the unique value the organization offered the community.
Our process started with keyword research. We looked in detail at what people in SoutheastHEALTH's community searched for when looking for healthcare services and identified specific terms that we wanted them to rank for.
Coffey's content creators then interviewed dozens of SoutheastHEALTH's subject matter experts. These interviews allowed us to learn what makes their health system a great place to receive care.
Solution: Using the interviews and our keyword research, we created new content that sets SoutheastHEALTH apart and shows why they're the best healthcare choice in their market.
Website maintenance made easy
Thanks to Coffey's intuitive CMS, Site Assist, SoutheastHEALTH's new website and services content will be easy to maintain. The SoutheastHEALTH team has full access to make changes to pages and create new pages.
The CMS also comes with the full support of Coffey's team. We provided extensive training and are always just a phone call or support email away if SoutheastHEALTH's team has a question or needs help with an update.