Case Study
SeekWellness.com is a website designed to encourage, empower, and support health care consumers to improve their level of wellness by providing information, services and products, all chosen with the consumer’s best interests in mind. It is the property of Seek Wellness , LLC., our sister company.
Aspects of SeekWellness.com:
Quality content
The articles presented on SeekWellness.com are from reliable health sources. Select health professionals contribute content in their areas of expertise. All articles are reviewed by an editorial board before they appear on the site.
The challenge: The articles available on the site have grown significantly and will continue to grow. The information must be organized and relevant to the audience’s needs.
The solution: The site is built on a custom content management system (CMS) that allows staff to add, edit, arrange and remove content, without knowing HTML. Content is organized by topic and sub-topics. Secondary navigation is provided based on audience type (men’s health and women’s health). SEO maintenance is performed regularly on all of the content pages, which increases their page rank to ensure that their content is found in search engine results.
The future: We have developed the next generation of CMS to handle the unique needs of SeekWellness.com. Due to our current workload, the launch of our new site is slated for the 4th quarter of 2011. This launch will include a fresh look for the site with more connections between content and web services, and an enhanced back-end. Some of the functionality will include the ability to switch layouts per site section and per webpage with a single click (including ad placements), the ability to automatically display HTML code across entire sections of the site, and front-facing editing tools. Stay tuned!
Useful tools
Ask an Incontinence Nurse
To engage our audience and add value to the site, we have developed web tools. One of our more popular creations is the “Ask an incontinence nurse” feature.
http://www.seekwellness.com/askanoabnurse/
This tool allows site visitors to search the database for questions about incontinence and related issues that have already been answered by our panel of nurse-experts. Site visitors can also submit a new question. All questions are submitted anonymously. Answers are emailed to the address on file in our database and added to the searchable online database.
Expert blogs
Adding useful content on a regular basis is a great way to enlarge your audience and keep people coming back to your site. SeekWellness.com has two blogs authored by health experts:
Well Web Development installed, configured and styled the blogs, as well as offered training to the authors to help them transition to this tool.
eCommerce
SeekWellness.com has been selling products online since 2003. As the times have changed, we’ve changed along with them with great results.
Back in 2007 we completely redesigned our store. We took a systematic approach, making incremental changes that resulted in a steady stream of improvements.
We started with the basics by improving our product organization and search engine optimization. We also examined our store audience and created a marketing plan specific to their needs, supplementing our online store with offline assets (such as dynamically generated printable product catalogs). We also expanded our product line to include more products that appeal to our website’s target audience.
Our online store is highly customized. Below are just a couple of examples of the changes we’ve made and the results:
We completely re-designed the checkout process. With our simplified checkout in place, we’ve all but eliminated abandoned shopping carts! In a direct month-to-month comparison, the number of transactions in our store more than doubled.
We also added cross-selling capabilities. Now, when an online customer checks out, he will see two or three suggested products, based on what products are currently in his shopping cart. The number of products sold per purchase has nearly tripled!
Advertising
Google AdSense
We have implemented Google AdSense to generate revenue on our content pages. As with all of our online initiatives, we monitor and experiment to get the greatest possible results. To that end, our team has optimized ad placements and color schemes, which has resulted in increases in click thru rates and ad revenue.
Google dpf (DoubleClick for Publishers)
We don’t believe in re-inventing the wheel. If we see a product or service that meets the needs of our clients, or our own business needs, we’ll make good use of it. That’s why we use Google dfp to serve our own internal ads.
We design our own product ads and use Google dpf to test their effectiveness. We also allow dfp to optimize the ad campaign. The ads with the highest click-thru rates are served most often.
Of course, we took it one step further. We’ve also implemented an audience segmentation survey across our entire website. Every day, we learn more about our audience and their needs. We take what we learn and use that information to make intelligent business decisions from product selection to ad design, to content.
In summary
The Well Web Development staff is a group of creative and competent individuals that enjoy working together as a team. We help our clients through the entire process of achieving their business goals year after year. Call us today and take advantage of our content development, web design and marketing services.