An SEO challenge
We were briefed to create new web content for this hospital group website and 32 individual hospital sites. Our content strategy addressed:
Lack of content strategy
No centralised and consistent editorial process
Content written from a medical perspective and difficult for users to understand
Inconsistent tone, quality, style and display
Duplicate content across the central and hospital sites
Cannibalisation of SEO activity
Our website strategy was to give diagnosed patients the answers they were searching for, and also create a funnel of new patients by identifying symptoms.
Design pages recipes and wireframes
Create taxonomy based on user journeys
Identify search terms and key words
Onboard a team of medical writers, delivering 800 pages over 4 months
Set-up client content platform and upload to CMS
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.