Greenway Health‘s website redesign was focused on changing the website’s user experience and digital strategy. Greenway’s audiences consist of specialized practitioners, clinics, and hospitals, each of which speaks in the context of their own industry.
Speaking to each audience in their own language creates a personalized experience for their various users and reflects Greenway’s expertise in the field. To further communicate their position as thought leaders, an “Education Center” was created for the company as a hub to share informational health content with visitors. The articles included in the “Education Center” also appear on related content pages, allowing users to view related articles without loosing the page they are on.
By centering their new digital strategy around their knowledge of the field and their audiences, I was able to create a digital tool that differentiates Greenway from the competition and connects with website visitors on a personal level.
The responsive website was built using WordPress CMS to allow for easy updates by the Greenway Health marketing team and was integrated with Marketo to enhance lead generation.