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Transforming Patient Experience With A New Website Design For DMOS

When Des Moines Orthopaedic Surgeons (DMOS) approached Blue Compass, the team was looking to create a flexible and well-organized website in an easy-to-use content management system. Layering in a digital marketing package while the new website was in progress allowed Blue Compass to deliver an SEO optimized website complete with robust schema, keyword-rich content and a website free of technical errors.

One month after launching DMOS’ new website, our team evaluated multiple key metrics and compared them to one month pre-launch to highlight the improvements made in their traffic, engagement and SEO health score.

101% Increase in “book an appointment” outbound clicks

1m 34s Average engagement time across top pages

13% Increase in total website users

A SEO Health Score post-launch, improving from an F

A Joint Effort To Create A User-Friendly Website

The foundation of DMOS’ new website began with an illuminating content audit, focusing on their robust Service and About page menus. This audit provided valuable insights that helped guide the content architecture for the redesigned website, ensuring it would meet users’ needs and DMOS’ business goals. During the website development process, DMOS invested in a digital marketing package that provided Blue Compass the flexibility to dedicate time where the client needed us most, ultimately setting everyone up for a successful launch.

Web Design & Development

Simplifying the navigation and content architecture was a priority for our web design and development team as we began working on the DMOS site. Our team wanted to ensure the website design made it easy for patients to find a provider and schedule an appointment online. With the new website design, users can book an appointment, access virtual DMOS, view urgent injury center wait times and easily access all services and specialties directly from the homepage. By making it easier for patients to access the information they’re looking for, DMOS saw key events, like book an appointment outbound clicks, increase over 100% post launch, with a 31% increase in total homepage engagements.

Search Engine Optimization

A solid SEO foundation is a key aspect of a successful website launch. When DMOS came to Blue Compass for website development and SEO assistance, their website had 15,140 bone-breaking SEO errors. With this many errors, Google struggled to crawl and index their website content, resulting in lower organic traffic. During website development, our involvement in the pre-launch process allowed us to assist with content editing and population to ensure content followed SEO best practices before the new website launched. This cemented the success of the launch, as DMOS’ SEO Health Score improved from an F to an A post launch.

Content Audit & Architecture

A content audit helps clients understand what content exists on their current website, the performance of each page and how content should be translated into a full content architecture. Content audits also help identify pages that should be combined to increase their SEO value, and what new pages need to be developed based on gaps in the existing content. By conducting a content audit and building a content architecture before beginning the website design and development process, our team was able to identify priority pages to be optimized prior to site launch. These optimization recommendations included restructuring headings, conducting keyword research to include relevant terms in headings and body copy and expanding overall page content to align with best practices.

Schema

Creating a robust schema strategy alongside content optimizations was a key factor in DMOS website post-launch success. Schema markup, also known as structured data, is a piece of code that describes page elements to help search engines better understand your page content. Having structured data on your site can improve your chances of appearing for highly engaging and visual rich results in SERPs. Blue Compass implemented a variety of schema types on the DMOS website, including provider, service, location and FAQ. This implementation resulted in the ability to rank for numerous rich results placements. Notably in the quarter following site launch, sessions from organic search increased by 57% compared to the prior year.

Blue Compass’ Website Design & SEO Expertise Built A Digital Backbone For Long-Term Success

After working with Blue Compass to launch their newly redesigned website, DMOS experienced significant improvements in both user experience and SEO performance. The content audit conducted early in the process provided the groundwork for content optimization and keyword research that directly contributed to the site's success. By simplifying the site’s navigation and content structure, Blue Compass ensured that key actions, such as booking appointments and finding a provider, became much easier for patients. With a focused approach to SEO, including pre-launch content optimization and technical improvements, DMOS' SEO Health Score skyrocketed from an F to an A. With our holistic approach to web design and SEO, DMOS is positioned to grow organic visibility, increase patient engagement and chart a clear path to ongoing digital success.

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