A UX Approach to
Elevating SEO and Engagement
I worked with Chiropaedic, a health professional to improve their user experience and interface design for better SEO and user engagement.
As the primary UX Designer, I developed high-quality wireframes and clickable prototypes to enhance site navigation and increase booking volume. Additionally, I identified SEO strategies by analysing the website's structure, content, and layout, resulting in improved search engine rankings. To further improve user engagement, I added before-and-after video content.
In collaboration with Chiropaedic, we also strategised a social media integration to increase brand awareness and reach a wider audience.
01
The Problem
The client became concerned about a sharp decline in new client inquiries and bookings following several months of successful results from their SEO campaign.
02
The Process
Whilst the client worked with an SEO Campaign Manager to review the analytics we researched where there were issues with the website's content and design, and identifying any gaps that may not meet the Standard SEO requirements.
03
The Research
Through a Conversion Rate Optimisation usability test, we aim to identify changes that encourage visitors to book appointments online.
Audience
The target audience for chiropractic services is typically adults seeking relief from back pain, neck pain, headaches, and other musculoskeletal issues. They may be looking for alternative treatment options or supplementing traditional medical care. By understanding their needs, we aimed to create a website that engages them effectively.
View User Personas
Navigation
Effective website navigation and clear call-to-action (CTA) buttons are crucial for guiding users to the information they need, prompting them to take action, and facilitating a seamless browsing experience.
Content,
Images & Video
We focused on creating an easy-to-read copy with clear headers, accompanied by imagery that would provide the user with a clearer understanding of what the company offers.
To help users understand the benefits of chiropractic treatment, I highly recommend incorporating a compelling video. The video should effectively demonstrate the changes in the body pre and post-treatment, enabling users to experience the transformation themselves and gain a clear understanding of the positive impact of chiropractic treatment on their well-being.
Frequently Ask Questions
Another way to organise detailed content is to include a FAQ accordion, question, and answer layout. With a simple read more button, the content will drop down and this is a helpful way to keep your content streamlined without overwhelming your users.
Review Mobile Experience
Optimising your mobile content requires prioritising and simplifying certain elements including reducing word count, restructuring content layout and eliminating some graphics, or deferring secondary information to other pages or blogs.
04
Prioritising the users' needs
We centred our biggest decisions around:
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How can we increase customer online bookings
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Visually prioritise the booking navigation so that it is customer-focused and easy to use.
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Structuring blog content so that it is easy to read and share articles on social media
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Before
Before the redesign - Example of the mobile interface.
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After
The high-fidelity prototype includes several redesigned elements, including a defined call-to-action button, a clear and compact hamburger menu, updated images and videos, and a newsletter email capture.
I also prioritised the menu items, enhanced the blog interface and improved SEO by archiving older posts and refreshing articles.
By delivering this prototype, the client was able to gather user feedback before launching the final product, ensuring a seamless user experience.
Conclusion
As we explored how healthcare professionals use social media, we found that videos were more effective than photos at engaging people. This is because they educate people and demonstrate effectively how a treatment works.
In the contemporary digital landscape, smartphones have become ubiquitous, with over 80% of internet users accessing the web via mobile devices (Source: Statista). Research also indicates that websites with video content are 53 times more likely to rank on the first page of Google search results (Source: Forrester Research). Therefore, investing in video content not only aligns with user preferences but also significantly enhances search engine visibility, leading to a marked improvement in website performance.