Website Improvements
At the Rehabilitation Institute of Chicago, Curt was charged with maintaining, improving, and adding pages on their main customer-facing site. This involved analyzing, editing, and optimizing more than 700 of the site’s 1,200+ web pages. He also set up visitor-path tracking to ensure that each page produced its desired effect. Curt achieved a 27% click-to-contact-us-page conversion rate from RIC’s key service line pages.
Content Streams
During this time, Curt managed new content coming in from seven departments. This involved collecting, editing, formatting, unifying the copy and optimizing its position within the site. Curt found that many pages within the site were either too small or much too long. Using Javascript applets built into the CMS, the longer pages were visually condensed using tabs or accordions to maintain all pertinent information on the page but make it less visually overwhelming to the viewer.
Analytics and Social Media
During all of these improvements, Curt actively tracked web analytics on site traffic, proving to himself and the management that his efforts were indeed paying off in web conversions.
Because of the modest size of the marketing department, Curt also had the opportunity to create email and social-media marketing. His efforts resulted in higher-than-industry open rates and clickthroughs. Along with social media efforts, he tracked and responded to online review sites, such as Yelp.com, to maintain RIC’s reputation. He was amazed and frustrated to find how one patient’s misunderstanding of hospital billing practices could publicly smear the worldwide reputation of a number-one-rated institution.