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Website Redesign Coming Up? Start With a Solid RFP blog featured image

Website Redesign RFP Tips (From the Agency That’s Read 100s of Them)

A hospital website redesign is a substantial project. It’s the kind of long-term initiative many people dread — unless you’re content-obsessed like us, of course — so it’s worth putting in the prep work to do it well the first time. Part of that prep work is writing a comprehensive request for proposal (RFP) — a document…

Hospital Website Redesigns: How to Prepare for a Major Update blog featured image

Hospital Website Redesigns: How to Prepare for a Major Update

Redesigns for health system websites are complex and time-intensive. It isn’t easy to take apart, reorganize and rebuild your entire digital home. A lot can potentially go wrong — to the tune of millions of dollars. A poorly done redesign won’t only cost you web traffic. It’ll cost you patients. Some website updates flop —…

Website Analytics for Healthcare: Which Tools Should You Use? blog featured image

Website Analytics for Healthcare: Which Tools Should You Use?

Are your marketing efforts working? Is your content resonating with the right audience? Does your messaging need to be reworked? There’s only one way to answer these questions: Look at the data. As marketers, we measure website performance by tracking the analytics. But this just became more complicated in healthcare due to guidance released by…

The Most Common Hospital Website Content Mistakes (+ How to Fix Them) blog featured image

The Most Common Hospital Website Content Mistakes (+ How to Fix Them)

Duplicate meta tags, content silos and abandoned blogs, oh my. We’ve been in the healthcare content marketing agency business for quite some time, and we’ve seen hundreds of hospital websites. Many have room for improvement. We’ve noticed a few themes when it comes to hospital website mistakes. Read about 5 of the most common problems…

how to benefit from a competitive gap analysis

Competitive Gap Analysis: 3 Ways Your Healthcare Organization Benefits

Ready to improve your web content? First step: Check out the competition. Studying your competitors’ websites can absolutely make yours better. A competitive gap analysis is a deep dive into what your organization and your rival brands are doing right and wrong. And it will show you how to emerge as a leader in your…

Laptop with the words "time to update" on the screen

How Often Should You Refresh Your Healthcare Content?

Ahh. That’s your sigh of relief after your hospital website rewrite or redesign is complete. Enjoy basking in the glow of that sleek, SEO-infused site. So check that project off your to-do list but maybe not in permanent marker. You WILL need to refresh your content again — and you may need to do it…

The pros and cons of decluttering old website content

Should You Delete Your Old Blog Posts? (We Did. Here’s Why.)

Our blog is 201 URLs lighter. And it feels great.

The website decluttering process is a marathon: exhausting and energizing, strenuous and therapeutic. We’re working on blog rewrites now, so we still have some miles to go before crossing the finish line. But clearing out the cobwebs of our old content was a glorious first milestone.

Be All That You Can Be On Mobile

Did you know that half of Google searches take place on mobile devices? HALF. And, conversion rates are higher there. As Google continues to prioritize the platform, the message is clear: You need to make the most of mobile. (See the company’s turn to mobile-first indexing.) Mobile strategy is a consistent, ongoing effort. Here are some tips…

Web Writing and Information Architecture: Why it Matters blog featured image

Web Writing and Information Architecture: Why it Matters

Recently someone asked us, “If you’re just the copywriters, then why do you need to understand the information architecture?” Whoops. That person just revealed that he doesn’t know much about writing for the web. But you do. So below, I’m going to explain why information architecture (or IA) is so important for providing amazing, convincing…

how to conduct a content audit

Why, When & How to Conduct a Content Audit

I’m not going to sugar-coat this. Content audits can be mind-numbingly boring and time consuming. They require an incredible amount of patience and curiosity. Someone has to look at the content with a fresh eye and suspend judgment, because any findings from the auditing stage will be the foundation of all conversations regarding the future…