CityLife Health, a multi-city walk-in clinic in low income neighborhoods, was repositioning its core competencies to serve the Medicaid population exclusively. Their website lacked up-to-date information about their refreshed service offerings. As a result, poor-quality leads resorted to calling the CityLife Health call center with basic questions, creating customer dissatisfaction and ambiguity around the CityLife brand.
Through discovery sessions with CityLife Health, we landed on the following core competencies:
We created a pillar page for each of these services. Knowing that the majority of the target demographic was operating at a first to third grade reading level, we avoided long sentence structure and instead leaned heavily on bulleted lists to describe the services available at CityLife Health.
Next, we rounded out the website with content that answers to the top questions that people ask when they connect with the call center:
To do this, we created an Insurance page that clearly lays out the insurances accepted in Pennsylvania and New Jersey. We also created a Locations feed with key wayfinding information: address, hours, phone, embedded Google map, and reiteration of the services provided at the location.
Since their refreshed service offerings were so new, we knew we wanted to launch the website far in advance of operational maturity in the clinic’s newer markets. Designing a professional-looking custom website was a strategic move to create confidence for patient prospects in the digital world first, then delight patients during their visit to the physical clinic.
When we kicked off the project, the CityLife Health client was operating under their previous name and logo. Through initial discovery conversations, it immediately became clear that we needed to explore a new brand identity for this client in parallel with our content strategy phase.
The client approved the name CityLife Health and empowered Mole Street to explore a universal logo and design language that would unite their clinics in Pennsylvania and New Jersey under one umbrella brand.
To create the framework for a comprehensive SEO program, we designed the website to include the following:
We approach all of our custom WordPress website projects with the strategy of atomic design. The result is an intuitive, easy-to-update website using the #1 preferred CMS in the world.
Atomic design allows us to:
This website build includes the following reusable components:
The CityLife Health website includes the following reusable page templates:
Collecting and attributing new patient leads to digital marketing efforts was of key importance to CityLife Health and of equal importance to Mole Street. Approaching all of our websites from a business mindset, it’s never enough for us to simply educate users. We want to engage with users. We set up the new CityLife Health website with the following two lead capture opportunities:
While it’s just a start, looking forward, we aspire to collect all of CityLife Health’s digital marketing efforts under HubSpot to provide more lead capture and nurturing opportunities and create infinitely more transparency into the return on investment for this client’s digital marketing efforts.