Reveling in the results
When St. Helena’s new site launched in June 2011 it had reached its administration’s main goals of creating a visually attractive site that engages visitors in a patient-focused and intuitive experience for all three campuses, Cowan says.
"In addition to allowing a more traditional navigation by hospital service, our site allows patients to browse conditions and treatment and then to learn more about what we offer and which providers are available to that service locally," Cowan said. "The new approach is much more patient friendly."
Both St. Helena’s page rankings and the volume of site visits have improved, with the majority of patient users visiting several service line-specific microsites.
"Those sites get the majority of the patient visits and rank quite well on the search sites based on more targeted keywords," Cowan said. "Featuring these service-specific micro-sites and landing pages remains important so that visitors can have the experience they are seeking rather than receiving the broad range of messages available on our core site."
This week, take some time to view your site from the eyes of a patient. Make a list of 10 or so basic items that a patient should be able to find from your homepage in one or two clicks. You may find it harder than you’d think.