Case Study: A Conversion-Driving Healthcare Website Redesign & Digital Transformation

Our client, a major midwestern health system, had hit a digital wall. Its websites were built on an unsupported version of Sitecore, exposing the organization to growing security and compliance risks while making even minor updates time-consuming and resource-intensive.

These limitations constrained patient access, slowed growth initiatives, and placed increasing strain on a two‑person internal marketing team. 

The system partnered with Geonetric to modernize its CMS and reimagine its digital foundation. Together, we migrated the health system to a modern, scalable platform, creating a digital experience that reflects its brand, improves how patients find and access care, and supports long-term growth.

The initial website redesign was completed in just 10 months — a notable timeline given the size, complexity, and regulatory requirements of a large health system. 

The Work 

To meet these goals, Geonetric recommended migrating to Optimizely CMS, part of the Optimizely One for Healthcare ecosystem. The platform offers the ease of use, scalability, compliance, and flexibility the system required but lacked in its legacy CMS.  

Geonetric designed marketer-friendly components giving the internal team complete control over background colors, margins, page layouts, and more, all without development involvement. Optimizely CMS’ intuitive admin experience enables even non-technical users to confidently manage enterprise-level websites, increasing speed and autonomy for the small, internal team. 

Recognizing that technology alone wouldn’t solve the system’s challenges, Geonetric conducted stakeholder research to inform the restructuring the websites’ navigation and taxonomy, leading to a clean, intuitive user experience designed to drive patient referrals, generate leads, and create a frictionless journey for website users. 

As part of the migration, Geonetric built a healthcare-specific content model with clearly defined content types for providers, locations, service lines, news, and events. This framework enables the client’s internal team to quickly launch new pages and sections as the organization grows while maintaining consistency, governance, and readiness for future personalization and integrations.  

To ensure flexibility and scalability without sacrificing consistency, Geonetric designed nearly 1,000 possible layouts and visual element combinations, curated in a display menu administrators can choose from. This approach gives the team the flexibility to support their digital initiatives while maintaining a cohesive, brand-consistent experience across the entire system. 

The new website was also built to work harmoniously with the system’s current and future integrations, including Epic scheduling, credentialing, NRC physician ratings, and PubMed. Additional enhancements to the site’s integrations are planned for Phase II of the redesign.  

Healthcare Website Redesign Results 

In the first five months following its launch, the new website delivered a: 

• 85.5% increase in conversion rate, proving that a modern, easily navigable website is exactly what patients were looking for from this health system and what the system required as part of its growth initiatives.

• 225.5% increase in conversions in the Providers section and a 121.8% increase in conversions in the Locations section, highlighting the improved patient experience and ease with which users can find the information and answers they need.

• 45.2% increase in average search position and 37.8% increase in organic click-through rate, showing the difference an improved and easy-to-manage website can make on findability and performance, regardless of team size or internal resources.

To see what a healthcare website redesign with Optimizely and Geonetric can do for your organization, request a demo today.