An SEO challenge
Client
Spire Healthcare
Sector
Category
Web content
Private health
The Task
We were briefed to create new web content for this private healthcare provider group website and 32 individual hospital sites. Our content strategy addressed:
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Lack of content strategy
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No centralised and consistent editorial process
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Content written from a medical perspective and difficult for users to understand
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Inconsistent tone, quality, style and display
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Duplicate content across the central and hospital sites
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Cannibalisation of SEO activity
Work
Our approach focused on SEO, user experience and conversion strategy to give consumers and patients the answers they were searching online for and create a simple content pathway to appointment booking.
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UX design page recipes and wireframes
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Create taxonomy and information architecture based on user journeys
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SEO strategy and keyword mapping
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Onboard a team of medical writers, delivering 800 pages over 4 months
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Set-up client content management platform and approval workflows, engaging commercial, medical and legal teams
Result
More than 800 new web pages were completed in the 5-month timeline. These were approved with very few changes from the brand or clinical teams, leading to the ability to launch the website on time. The website achieved optimisation targets within 18 months.
