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 Plan
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.
The homepage slider was removed and replaced with a clear value proposition, concise messaging, and a direct call to action.
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.”
Collaborating with Fruition, VisualDx updated website copy and developed content designed to increase search engine rankings and authority within healthcare spaces.
The Solution
To address these challenges, I developed and executed a comprehensive B2B marketing strategy from the ground up, aligning closely with our sales goals. The key components of this strategy included:
Buyer Personas: Conducted thorough research to create detailed buyer personas for key decision-makers across multiple verticals.
A/B Testing: Implemented A/B testing to identify the most effective messaging for different audiences.
Customer Journey Mapping: Mapped the customer journey through all stages of the sales funnel to ensure a seamless experience.
Automated Nurturing Programs: Developed automated programs to nurture prospects through the sales funnel.
Lead Scoring System: Created a lead scoring system in Pardot that integrated with Salesforce, facilitating efficient Sales Team outreach.
Content Development: Produced a variety of content, including case studies, white papers, blog posts, and email marketing campaigns, to engage buyers at different stages of the funnel.
“Your website relaunch was a shining achievement of the Marketing Department and your attention to detail is unmatched.”
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.