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In the spring of 2016, the Aurora Health Care (now Advocate Aurora) Heart and Vascular team realized their website didn’t reflect the high-quality care or expertise available across their system. Their stakeholders — including patients and physicians — made it clear that the website needed an overhaul.
Aha Media Group audited the content to identify strengths, weaknesses, and opportunities to develop new content. Armed with the findings, Aha Media created a content strategy that defined how to restructure and rewrite their webpages for improved user experience (UX) and search engine optimization (SEO). As a result, user engagement increased more than 20% after just 3 months.
Aurora’s website metrics showed that most visitors left the website after viewing just 1 page, likely because they couldn’t easily find the information they needed. This led to a higher-than-desired bounce rate. Engagement was also low: Most visitors spent less than 10 seconds on the page.
To keep visitors on the website longer and looking through more pages, the new navigation needed to be user-friendly — regardless of device. Visitors could then easily move through the engaging content and access the information they needed.
Phase 1 was a content audit: a deep-dive discovery of the existing content. A content strategist detailed the findings, explaining what was and wasn’t working with their content. Aha Media created a sitemap of the entire heart and vascular content redesign — 200 pages in total.
In phase 2, Aha Media developed custom healthcare content based on the sitemap. Specialized writers and editors used the discovery findings, stakeholder interviews, SEO research, and brand guidelines to write the full 200 pages of content using web and SEO best practices. The new content:
Rich, cohesive content
Crafted from audits, analytics, and expert insights, meeting patient needs.
Optimized SEO
With a flattened sitemap and targeted keywords for better search rankings.
Enhanced accessibility
By optimizing content for topical hubs, subpages, and blogs.
A 3-month post-launch analysis showed that rewritten copy with SEO enhancements had already improved organic traffic. Over the next 8 years, traffic continued to grow to 132x the starting benchmark. It also led to more engagement once visitors were on the website.
Visitors spent 20% more time on the website and viewed 22% more pages per session, due to links and content that moved them through the website.
Strategic calls to action increased engagement rates by 22%. Find-a-doctor action increased by 17%, and video plays increased by 25%.
Many pages ranked so high they appeared in Google’s snippet boxes, which drove visitors to the website.
Audit existing content and craft a roadmap for content development to get much better results.
Create a sitemap that’s based on UX so patients will engage more with your content.
Write content that tells the story of “why choose us” to help your readers immediately understand what sets you apart.
Increase the results of your marketing efforts with a strategic approach to content marketing.
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