Design Brief
Southern Oregon Orthopedics & Paragon Orthopedic Center is a team of fellowship-trained physicians and orthopedic surgeons who specialize in diagnosing and treating a wide variety of orthopedic disorders and sports injuries.
The primary goal was to redesign their website in order to improve their messaging to better identify and appeal to potential patients and the orthopedic needs they are looking to address. They were also looking to more effectively demonstrate credibility and enhance trust from potential patients. Finally, they wanted to increase their inbound traffic and leads coming from their website.
Solution
To write the copy for the website, I provided them with a customer persona worksheet in order to help determine a more effective design, content and user experience that was geared towards their specific target audience. I also provided a Storybrand worksheet to help break down different elements of their messaging into a clear and easy to digest story arc that is both compelling and effective.
After the copy was written, I created a unique website design to help set their clinic apart from their competitors and appeal to their specific target audience with a focus on effectively displaying important information and calls to action designed to stand out and guide potential patients to take action.
A blog was created to post monthly research and educational articles in order to improve SEO, further establish trust and expertise as well as give potential patients information to make informed decisions about their chiropractic needs.
WordPress was used in order to provide them with a platform that can be utilized for future content additions and marketing campaigns.
To address their SEO, an initial audit was provided to gain understanding of their current website traffic, referral sources, strengths and weaknesses in order to make adjustments during redesign to improve organic site ranking. The audit also included a detailed website crawl and report on technical errors and other issues that negatively impact user experience or site searchability and the user experience.
