CONTENT STRATEGY, DIGITAL > Creative Director/ Copy & Copy support. Alongside the team at Grady Britton, and after a nine-year-old, work-horse of a website, it was finally time to rebuild. Extensive discovery and focus groups taught us that women wanted more from their health provider than just insurance and location info—although that was sorely in need of improvement too.
What would be great is understanding what to look for…a woman’s body is always changing. Life stages come with their own surprises. So, why not provide content that gives women a heads up on what changes, preventative screenings, tests and possible issues to look for? This is a once-in-a-lifetime client. They care about women. They listen. They walk the talk. Instead of waiting until “phase two” to run with juicy content (which has often been my experience in building sites), we launched with it.
Since the site launched, they’ve seen a 45% increase in site traffic.