When the Unity Health system formed, it brought together 44 hospital and clinic locations across eight counties and rebranded them as one health system with one website. During this initial rebranding, Unity Health pulled content over from the various hospital and clinic websites, but they didn't have time to analyze it. The Unity Health team knew that they'd eventually need to do a complete overhaul of this content in order to improve performance and create a great user experience. They chose Coffey Communications as their partner in this project.
Local search engine optimization (SEO)
Unity Health's old website was not performing well in organic search. Their marketing team wanted the new site to be a top performer in local healthcare searches.
Before the writing process began, Coffey's SEO team conducted in-depth keyword research to identify the top search phrases people in Unity Health's community were using to find healthcare services. Coffey identified keywords with high search potential and used those to inform the content on the website.
The results paid off in improved site traffic. Often, a major website overhaul that sees a significant change in content and URLs leads to a short term dip in search traffic. Not so with Unity Health's redesign. In the first quarter after launching the new Unity Health website, site entrances attributed to organic search increased. Further analysis showed that the new site ranked No. 1 in local organic search for several hundred different keywords, including valuable nonbranded search terms.
Engaging healthcare content
Unity Health wanted their new website to engage and educate their community about the importance of maintaining good physical and mental health. They chose to incorporate content from Coffey's Digital Content Hub throughout service line pages. The videos, infographics and health assessments Coffey's team chose for the service line pages all provide additional information about the topic. Importantly, this health content is integrated with the service line page, so people who access it aren't taken away from Unity Health's content and next-step opportunities.
Health system websites are our specialty
Complex location and service relationships. Overlapping websites with duplicate content. These are just some of the problems we solve for health systems. We're ready to help you next.