Goal
Increase appointment request conversion by restructuring how provider data is surfaced and prioritized.
Overview
A multi-state healthcare organization partnered with our team to improve the performance of their provider profile pages, which are critical to appointment generation.
The existing experience surfaced fragmented information, buried trust signals, and lacked a clear conversion hierarchy. As a result, prospective patients faced friction at the moment of decision.
The Solution
Dynamic, Modular Hero System
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Inclusion of star rating and review count
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Highlighted “Accepting New Patients” status
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Consolidated appointment CTAs into a clear primary action
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Structured contact information for immediate accessibility
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Integrated board certifications and credentials directly above the fold
Information Architecture & Page Flow
The page was restructured to align with patient decision-making behavior and reduce cognitive load.
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Overview
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Locations
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Qualifications
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Insurance
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Reviews
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Affiliations
CMS & Scalability
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Defined structured data fields
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Established reusable template components
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Ensured SEO best practices (schema, headings, crawl hierarchy)
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Validated tracking for appointment CTAs
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Quality assurance across multiple provider data variations
Execution
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Led page strategy and content hierarchy redesign
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Scoped modular template requirements with engineering
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Built scalable components within the CMS
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Conducted pre- and post-launch QA and tracking validation
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Established a foundation for ongoing conversion rate optimization (CRO) experimentation
Projected Impact
The redesign transformed the provider page from an informational directory into a scalable conversion asset that supports ongoing experimentation and growth initiatives.
The redesigned pages are pending development. However, our team's A/B testing projects the following post-launch performance to be: