The Client
Greenway Health is a privately owned vendor of health information technology including integrated electronic health record, practice management and revenue cycle management solutions
The Situation
Greenway Health sought a refresh of its online marketing experience to better align with its new brand. Beyond a new visual identity, Greenway Health used the redesign as an opportunity to improve a confusing site architecture and drive lead generation.
The Challenge
When Greenway Health came to Elevated Third, they were informed that its current product structure might be changing in the future. That meant Elevated Third needed to build a flexible and scalable IA that would allow Greenway Health to add, remove, or change product information quickly and easily. This included needing to migrate existing content housed on the existing WordP ress site into a more extendable Drupal 8 solution.
The Solution
Elevated Third leveraged Drupal to provide Greenway Health with a flexible, enterprise-level marketing platform that is easily manageable and provides an engaging user experience. The new Drupal site is a marketing tool to empower the Greenway Health team to spend more time marketing and less time (and budget) maintaining its website.
The team also worked to simplified Greenway's navigation to make it easier for users to get to solution and platform pages. By combining branded terms (platforms) and unbranded terms (solutions) users who don’t know which platform is right for their business still have a way to learn more about Greenway Health’s offerings.
By using categories and familiar titles to simplify the menu, Elevated provided users with better context before they even began to navigate the site. This included redesigning every page, menu, and interaction to lead users toward conversion. Each page on Greenway Health’s new site is scannable, CTA-rich, and provides users with clear next steps.
For users in the awareness/consideration phase, Elevated built a robust, dynamic relationship for all of Greenway’s resource types (blogs, case studies, webinars, etc.) to serve up relevant content on every page.
Finally, Elevated Third integrated Greenway Health’s site with Marketo to gate some of the related content and convert awareness/consideration users into leads. For users in the decision phase, Greenway Health ensures clear CTAs were present on every page to help get them in contact with someone on Greenway Health’s sales team as quickly as possible.
A hosting provider that is specialized in Drupal makes the most sense for an enterprise project of this size and scale. Test, staging and live site areas were already set up, allowing ongoing features to be built and tested without worry of impacting the user facing site. For a company like Greenway Health, who had just invested in a new brand, a broken user experience would simply be unacceptable.
The Results
Greenway Health’s new Drupal 8 site powers the company's digital marketing efforts. A Marketo integration allows lead generation to be managed wherever it is most convenient for the internal sales/marketing teams. A revamped information architecture allows users to access relevant content with greater ease and moves them through the sales funnel, driving lead generation efforts that have grown considerably since site-launch on April 24.
- Site-wide demo form conversions is up 32 percent.
- Traffic to knowledge center resources is up 21 percent.
- Bounce rate from knowledge center resources (a key entrance and conversion pathway) is down 7 percent.