Website Revamp

Driving Growth through Strategic Redesign

 

Background

In August 2022, VisualDx partnered with a local agency to redesign their website, aiming to increase individual trials, improve mobile-friendliness, and enable the marketing team to independently manage content updates via WordPress. However, by 2024, additional changes were necessary to align the website with current company goals, particularly the need to boost sales pipeline generation, organic visibility, and better communicate their value proposition.

The Challenges

  • SEO Underperformance: Pages with duplicated or insufficient content reduced the website's organic search rankings.

  • Overloaded Messaging: Trying to appeal to too many buyer personas diluted the website’s core message, making it harder to communicate value.

  • User Experience: The contact form was cumbersome, leading to drop-offs from potential leads.

  • Call-to-Action: The primary CTA, "Get a Demo," was buried within the website, making it difficult for users to find.

The Solution

Create Sales Pipeline:

  • A prominent “Get a Demo” button was added to the website’s header, visible across all pages.

  • Integrated with Salesforce, this change ensured that sales teams received real-time lead information.

Simplify Site Navigation:

  • Navigation was streamlined by reducing the number of indexed pages, focusing on landing pages for specific audiences or campaigns. This approach reduced clutter and improved SEO rankings for the most critical pages.

Enhance Value Proposition:

  • The homepage now emphasized time savings, cost savings, and health equity, supported by client logos, a product overview video, and a CTA to “Get a Demo.”

  • Solutions were clearly delineated, linking directly to VisualDx’s offerings and the API, ensuring better communication of product benefits.

Optimize SEO:

  • A targeted SEO campaign was launched for the institutional market, incorporating high-impact keywords such as “skin AI,” “telehealth,” “patient safety initiatives,” and “hospital performance improvement.”

  • Updated website copy and developed content designed to increase search engine rankings and authority within healthcare spaces.

“Your website relaunch was a shining achievement of the Marketing Department and your attention to detail is unmatched.”
— Marketing VP, VisualDx

The Results

Following the revamp, VisualDx saw significant improvements in website performance compared to the previous year:

Organic Traffic Increase

  • Key “Solutions” pages experienced a 60% rise in organic traffic

  • “Who We Help” pages saw a 39% increase in organic traffic

Engagement Boost

  • Overall engagement on “Solution” pages increased by 75% and by 86% on "Who We Help" pages.

Landing Page Traffic Surge

  • The landing page for hospitals and health systems was our priority and saw a 120% increase in organic traffic and a 47% boost in engagement.