Conversion-Driven Design Powered by Drupal 8
Greenway Health is a provider of software/SaaS products for health information technology (HIT), and needed to optimization the sales experience to match practices with technology and drive sales.
Greenway Health came to us seeking user experience and Drupal services to refresh its online marketing experience and better align with its new brand. Beyond a new visual identity, we used the redesign as an opportunity to improve confusing site architecture and drive lead generation. To up the ante, we needed to complete the redesign and Drupal development services on a shortened timeline. All parties were ready for the challenge.
Creating Context
From an architecture standpoint, content clarity was key. Our strategy centered on differentiating content through an intuitive navigation that naturally guided users toward relevant content. We built components specifically designed to provide context to users about what Greenway Health is, what it does, and what it has to offer.
We wove in language such as “software solutions” and “innovative technology” across the site to help reinforce and clarify Greenway Health’s offerings. We adopted a “show, don’t tell” mentality with the site design, and used icons, imagery, UI examples, hierarchy, and color to help users make a visual connection with Greenway Health’s solutions.
A Scalable experience that scales with growth
When Greenway Health was searching for a Drupal 8 services company, they knew their product architecture would be changing over the next few years as their new platform was being built. That meant we needed to build a flexible and scalable IA that would allow Greenway Health to add, remove, or change product information quickly and easily.
We simplified Greenway Health'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.
Improving Customer Journey
Greenway Health’s old website was difficult to navigate and did not effectively support its customers’ journey. The menu wasn’t intuitive, it was hard to scan content, and there weren’t clear calls-to-action (CTA) on many of the pages.
By using categories and familiar titles to simplify the menu, we provided users with better context before they even began to navigate the site. We redesigned 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.
Wordpress to Drupal 8 Migration
We leveraged Drupal to provide Greenway Health with a flexible, enterprise-level marketing platform that is easily manageable and provides an engaging user experience.
Our Drupal developers created a marketing tool to empower the Greenway Health team to spend more time marketing and less time (and budget) maintaining its website.
All roads lead to conversion
On Greenway Health’s old site, many pages didn’t link anywhere. We saw this as a missed opportunity. We began addressing this problem by clearly defining the role of each page (awareness, consideration, decision).
For users in the awareness/consideration phase, we built a robust, dynamic relationship for all of Greenway Health’s resource types (blogs, case studies, webinars, etc.) so that we were able to serve up relevant content on every page.
We 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, we ensured 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.
