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Challenge

Samuel U. Rodgers Health Center has a rich history of serving the Kansas City community, and access to healthcare has always been at the heart of the mission. Rodgers provides a wide range of healthcare services, including medical, dental, laboratory, preventative health, mental health, and more.

Solution

The site build focused on three central aspects: the story of Sam Rodgers, the past and present of the health center, and most importantly, the impact of the organization on the community. Furthermore, Rodgers wanted to showcase its state-of-the-art facilities, robust healthcare offerings, and diversity within the organization.

A detailed discovery and documentation process helped establish goals, target audiences, and keyword targets, as well as influence a strategy that worked cohesively between UX design and development. Through this shared effort, SEO best practices and strategic elements were woven into the project from the start, like sitemap and structural organization, on-page optimization, 301 redirects, and testing leading up to launch. At-launch and post-launch tactics also included QA, redirect testing, and indexing optimization to ensure best practices across the board.

The ultimate goal of the site build was to appeal to users at different stages of the marketing funnel, from awareness to retention. To leverage UX best practices, Voltage provided freshly written content that harnessed SEO strategies, and in turn, engaged a wide range of site visitors. A hero brand video and faceted navigation helped tell Rodgers’ story, while also getting users to interact with specific content, services, and appointment scheduling.

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Results

*Voltage won silver in the Organic Search Engine Marketing category at the 2021 KCDMA AMBIT Awards.

The new website launched on November 16, 2020. From launch through the end of 2020, the site saw a 93% increase in organic search traffic and a 69% increase in overall traffic (compared to the same period in 2019).

All secondary website metrics showed increases in SEO performance, including a 103% increase in new site visitors and a 69% increase in sessions.

+93%

Increase in organic search traffic

+103%

Increase in SEO new site visitors

+69%

Increase in overall site traffic

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