Drug & alcohol treatment website redesign
The Walker Center is a drug and alcohol treatment facility dedicated to helping people overcome addiction through their inpatient and outpatient services.
A few years had passed since the website had a new look, therefore it was time to make some updates not just to do the design portion of the site, but also the backend. The previous website was built to be responsive (mobile friendly) however was loading a bit slowly on mobile phones as it needed an update (slow load time = not the best for SEO.)
As the WordPress version was out of date and a few of the plugins were interfering with the template, we had to make a decision – use the existing template and "reskin" it, or start fresh? Other considerations we took in mind were which CMS to use. Stick with WordPress or move to a platform like Squarespace? There are many pros and cons for both of these content management systems.
SEO & Content
The previous version of the website had a very robust blog, which was great for SEO, however some of the pages of the website had "thin content" (not enough content on a single page.) We also discovered that many pages had duplicate H1's and H2's and lacked meta descriptions, which are typically generated automatically if not changed manually. Google prefers that each page has a different H1, H2 and meta description to be able to differentiate and categorize the content quickly and properly.
Hubspot is a customer relationship management (CRM) software used for sales and marketing. The pre-existing Hubspot integration allows the client to have a solid idea of which online channels are driving leads (and which drive the best ROI.) The challenge is that this only works if website visitors complete a form. If they call the phone number (without clicking to call) – this phone call does not get tracked to determine which channel drove that lead, leaving some of the marketing efforts untraceable.
We ended up moving from WordPress to the Squarespace CMS, primarily because we find that Squarespace has many beautifully designed templates which are very easily customizable. As the client did not have any high-tech requests that require custom code, we decided that the most efficient way to build a great user experience is to avoid reinventing the wheel with a new WordPress theme, and rather customized a Squarespace template.
The new design uses large images that stay in the color palette of the brand, but bring life and diversity to the website. As for the user experience, we opted for many large call to action buttons, making it very clear to the user that they can get help. And of course, the website was built with mobile experience in mind first.
SEO & Content
We restructured the website using data from Google Analytics (to see which pages people were and were not viewing on the previous site) as well as keyword research data to determine what keyword phrases and terms are most searched in this field. We used this keyword research to determine the new page titles, headings, URL's, page content and meta descriptions to optimize each page for SEO.
We reinstalled Hubpspot, ensuring all integrations are working properly to avoid disturbances in the sales process. We did so by using Google Tag Manager, where we also reinstalled the Facebook pixel for advertising, Google Ads conversion linker, Google Analytics, and more.
To solve for our marketing channel tracking issue, we replaced non-clickable text calls to action with clickable elements like buttons, allowing the Hubspot system to track which sources are driving leads so that the client can make smart decisions about where to invest their advertising dollars.