Case study
A healthcare site patients could actually navigate — and trust.
A medical group with 14 locations was losing patients to competitors with clearer digital experiences. Their outdated site buried provider bios, confused insurance information, and failed accessibility standards. We redesigned around patient tasks — find a doctor, verify coverage, book online — and rebuilt local SEO for every clinic.
+73% Online appointment requests
14 Location pages launched
AA WCAG compliance target
+44% Provider page traffic
Client: Multi-specialty medical group
The challenge
Where they started
Patients called the front desk for information that should have been online — accepted insurance lists, office hours, and specialty descriptions. Provider pages were PDF exports from an old CMS. Mobile usability scores were poor, and location pages didn't rank for 'near me' searches.
- Insurance and billing information scattered across PDFs and outdated FAQ pages
- Provider finder lacked filters for specialty, language, and accepting-new-patients status
- Location pages duplicated content across clinics, hurting local search performance
- Accessibility gaps excluded patients using screen readers and keyboard navigation
- Online scheduling links pointed to different systems per specialty without clear routing
Our approach
What we did
01
Patient task research
Interviewed front desk staff and analyzed call logs to prioritize top tasks: find provider, verify insurance, book appointment.
02
UX & accessibility rebuild
Designed WCAG-aligned templates with readable typography, contrast-checked palettes, and keyboard-friendly navigation.
03
Provider & location CMS
Structured provider profiles and unique location pages with schema, maps, hours, and specialty-specific CTAs.
04
Local SEO rollout
Optimized GBP listings, internal linking between services and locations, and content targeting symptom-intent queries.
Results
Outcomes that mattered
+73%
Online appointment requests
Clear booking paths and provider discovery reduced phone volume for routine scheduling.
+44%
Provider page traffic
Structured bios and specialty filters improved findability for named provider searches.
AA
WCAG compliance
Accessibility remediation brought core templates in line with healthcare sector expectations.
Services involved
How we delivered
Website Design
Patient-centered healthcare websites with accessibility and trust at the core.
SEO Services
Local and specialty search visibility for provider and service pages.
More work
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