Brief
For more than a decade, Complete Care freestanding emergency rooms have been setting a new standard for patient care, earning them glowing praise from the industry and patients alike. They just had one problem: Their website did little to convey how special they truly were.
With slow load times, a poor mobile experience, and several missed SEO opportunities, Complete Care’s website was keeping potential patients from accessing our client at critical moments.
The challenge
A user landing on Complete Care’s homepage probably doesn’t have time to spare. They or someone they know is likely facing a medical emergency and there are only two things they need to know, 1) “Can Complete Care help me?” and 2) “How do I get to Complete Care”?
At the same time, search engine discovery is crucial. Complete Care’s website needed enough content to make the most of valuable SEO opportunities but laid out in a way that wouldn’t compromise critical components of user experience.
The results
The new site helps users do what they needed to faster and easier, resulting in more calls and direction clicks, more page views, and more visits to the site.
How we did it
1. Sending the right first impression
Users on Complete Care’s new site are able to take the action they need quickly and with minimal decision-making necessary. The new homepage gives users three distinct opportunities to find their nearest location right away, bolstering this quick decision with vital messaging relating to Complete Care’s offerings and sterling reputation.
2. Fast, easy location detection
With more than 15 locations throughout Texas and Colorado, potential Complete Care patients need to be able to locate their nearest location without having to pull up a map.
Baal & Spots made this easy — users who opt-in automatically see the two nearest locations when navigating the homepage, while users who click the “Find a Location” button are shown their nearest location (called out clearly by icons) alongside a list of other locations in their area.
3. Filling in content gaps
Ease of navigation and location detection was critical to the site’s user experience, but competitive search optimizations were also crucial. In order to protect the most critical elements of the user’s journey while still seizing valuable SEO opportunities, thoughtful, useful content was distributed tactfully throughout the site in the form of explanatory text, helpful blogs, and confidence-building background info crafted to reinforce brand and rank.
