Website Rebuild for a Family Medical Practice
Improving the patient experience through fresh website design
As a medical practice, AFM is always on the lookout for techniques and treatments that will help patients stay healthy and, whenever possible, make it easier to manage their health care. And while the existing website compiled valuable information, the way in which that information was conveyed didn’t always reflect the warm and welcoming approach AFM providers are known for.
After a series of collaborative meetings with AFM administrators and staff to identify the goals for the new and improved site, we prioritized the following objectives:
Refresh the design to better align with the current AFM brand
Provide a more user-centric design and navigation solution that better addresses customer needs
Build a robust, integrated directory to make the search for a doctor, location, or specific service – as well as class and event schedules – more user-friendly and intuitive
Support ongoing marketing efforts by adding promotional panels, integrated content throughout, and dedicated service pages (e.g., Active Living & Sports Medicine)
Simplify the career listings and give position openings greater prominence for improved recruiting
Improve the user experience and search engine optimization (SEO) by:
Integrating What The Health blog content into the website
Cross-linking content throughout the site wherever relevant
Provide better editorial control for more streamlined updating
Improve security by building on latest platforms with up-to-date plugins
Design responsively so the site performs well on any device
In addition to the complete rebuild of the site, we launched it at a new domain: AFMnoco.com (previously AFMfc.com). Chosen to more accurately represent the Northern Colorado regional presence, the new domain also better aligns with the AFM social media account names (e.g., @AFMnoco on Twitter and Instagram).
RESULTS
Drove greater engagement in the website’s debut week, with traffic up 22 percent
Dramatically improved SEO, making it easier for users to find Associates in Family Medicine as well as providers, clinic and urgent care locations, and specific services they’re interested in
A broader and deeper repository of engaging blog content that shares helpful information, healthy recipes, and other condition-specific resources
Revamped navigation that puts the user in the driver’s seat and gets them to their destination in three or fewer “clicks”
