UX STRATEGY LEAD
CareXM Healthcare Tech Website
Launched May 2025
CareXM knows that leaders and administrators in the healthcare industry are under an immense amount of pressure to improve outcomes for both patients and staff. Their new website needed to paint a clear picture of their offerings and technology, increase their organic discoverability and serve as a tool for conversion. Simple user journeys, meaningful content strategy and memorable design help CareXM’s website stand out amongst competitors and built trust with their target audience.
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KEY PERFORMANCE INDICATORS
The new website increased qualified leads nearly tenfold vs. the previous year.
10x Qualified Leads YOY
Thoughtful keyword strategy lead to a huge increase in organic keyword capture and decreased bounce rates sitewide.
↑ Organic Search Conversion
Engagement rates on key pages like the home page or solutions overview have increased by more than 55% on average YOY, proving the value of audience-first content strategy.
↑ Engagement Rates
The Challenge
Target the Right Audience: The terms that CXM’s target audience are searching for as they research solutions to their healthcare staffing challenges are tricky to target or end up being slightly different than what CXM offers, leading to issues with discoverability and high bounce rates on their legacy site.
Beat Out Competitors: It’s a crowded market with a lot of big players. Showcasing results, partnerships, integrations and intricacies of the platform is critically important for the website to be an effective tool for sales and starting conversations.
Communicate Complex Offerings & Technology: CareXM is best known for their customizable and powerful nurse triage solutions that include both staffing solutions and software. Communicating the nuance of those offerings without overwhelming the user is a tricky balancing act.
Even first glance user behavior insights like this home oage heatmap show how important first impressions and user intent are to get right.
Approach & Process
Discovery: During the discovery phase we broke down the challenges users faced on the legacy site, identified key insights and opportunities for content strategy, technical implementation, competitive advantages and more that would define our path forward in the redesign.
Architecture: Finalizing the sitemap details and building out low fidelity wireframes allowed us to define desired user journeys for the target audience primarily comprised of nurse staffing managers and medical facility administrators.
Feature Design & Development: We had about six weeks once wireframes were approved to implement the front and back end of the website based on the approved high fidelity wireframes, UI design system and content strategy. I lead the team of strategists, content writers and developers to the finish line to ensure we were aligned to the same goals and expectations for ourselves and the outcome of the work.
Discovery reports like this one tell the story of a platform’s past, present and future opportunities and become the guiding light for the build of the project.
Key Insights & Decisions
Competitive Opportunities: In the discovery phase we uncovered that CareCM’s competitors struggled with synthesizing complex content and technical details to prospective clients. Their websites lacked memorable branding and opportunities for engagement. And worst of all, they couldn’t communicate how their solutions lead to better outcomes for medial personnel and patients alike. Social proof like testimonials and clear data around patient satisfaction scores and reductions in rehospitalizations had to stand out.
Organic Keyword Optimizations: In terms of organic content strategy, capturing the most keyword conversations is not necessarily an advantage if the context isn’t quite right once the user lands on your website. We optimized content strategy not only to increase the discoverability of the website in general, but to drive meaningful engagement with our target audience.
Simple User Journeys: Both expected and desired user journeys are optimized to emphasize CareXM’s expertise in nurse triage solutions and software, and CTAs to book a demo with the sales team.
Results & Next Steps
Increase in Qualified Leads: The sales team has communicated in the months since launch that they find prospective clients not only understand CareXM’s solutions well by the time they book demo call, and that they’ve seen a huge reduction in leads coming through that are unqualified or aren’t the right fit.
Continuous Improvement Reporting: Quarterly continuous improvement reporting allows us to report on specific user behavior patterns, organic content and paid media campaign insights and turn around both short and long term plans for improvement, ranging from simple A/B tests to optimized campaign strategy.