Making healthcare accessible to all

Indigo Urgent Care is growing rapidly with thousands of web users per day. The team was looking to enhance the online booking experience for their customers while presenting a beautiful website that matched the modern design of their physical clinics.

The client wanted to increase footprint of services, allowing for better clinic utilization and management, and introduction of new virtual services.

We designed a responsive web experience to showcase their new service offerings and support their online booking and online care offerings. Our developers completely rebuilt the platform to better integrate with third-party systems and provide greater flexibility to Indigo’s marketing team to manage content. our desired actions for customers was to seamlessly make appointments for urgent care and online care and get health care in real-time via virtual services.

We designed a responsive web experience to showcase their new service offerings and support their online booking and online care offerings. Our developers completely rebuilt the platform to better integrate with third-party systems and provide greater flexibility to Indigo’s marketing team to manage content.

A better way to get better. Modern healthcare starts here. It’s friendly, easy, and centered around you. Whether in-person or online, Indigo’s experienced team of providers is ready to see you when you need it.

Indigo’s CMS and application systems were too rigid, and the new system needed to both enforce standards while allowing flexibility in content. We evaluated several CMS solutions and Optimizely offered the right combination of features, interoperability and scalability.

One of our goals was to make common processes for site visitors easier. We integrated the site with 3rd party service Solv Health for appointment booking and office hours, as well as PeopleFluent for job postings.

Solv Health is the system of record for location and services content, but the marketing team needed the information displayed differently. We worked out a custom solution to include additional content in Optimizely CMS to address Indigo’s needs.

We ensured our findings from site audit and competitor audit were incorporated into the navigation and page layouts.  Part of increasing the site’s visibility involved working with content creators to ensure our keyword recommendations were incorporated into the copy.  We also mapped old URLs to new URLs for proper permanent server side 301 redirects.

Some of the tools we used included:

• SEMRush for full site ranking performance and competitor performance insights
• Google Keyword Planner for search query volume
• Google Analytics and Search Console for user behavior and business insights

The project morphed from a relaunch to a domain migration based on a brand expansion. The selected domain for the migration was flagged as spam by Google, unbeknownst to the client and our team. We learned quickly that this domain’s organic search visibility was manually suppressed because of the flag. Following the launch, the site’s rankings in Google evaporated even though other search engines picked up on the changes properly because of our work to secure visibility. After exhausting all possibilities, the SEO team communicated directly with Google search ranking engineers to request a resolution, which led to the restoration of  organic search performance.