Creating a member-centric site for a managed care organization
We kicked off this engagement with a full GuidePoint Study research engagement. Our goals were to identify relevant industry trends, opportunities within their competitive set, and the needs and preferences of their unique audience segments. Additionally, we conducted an audit of their internal digital processes and systems and a full CMS evaluation to ensure they chose the platform that best met their business needs. We pulled all this research together into a complete website redesign.
We built Cardinal Innovations a brand new, member-centric site on Kentico. The site is optimized for organic search and features a new, easy-to-use menu to help audiences navigate to relevant content quickly and easily. Critical information is now presented in a way that is easily understandable to a variety of complex audiences. And, through a managed digital services contract, we continue to enhance and optimize the site to meet the evolving needs of its visitors.
Drop in site searches
increase in ranking organic keywords
decrease in bounce rate
Accessibile content strategy
Simplifying and optimizing content
Business decisions based on real customer data
Before the web redesign work began, we conducted customer segmentation research—a wise move for any B2B manufacturer considering a direct-to-consumer shift. These insights helped the team make confident business decisions, adopting some of the key strategies we recommended such as product reviews, private label credit cards, financing, last-mile delivery, and more.