Trading an Aging Healthcare Website for a Future-Ready Digital Front Door 

After nearly a decade with the same website vendor, this health system found themselves at a crossroads. 

Website technology had evolved dramatically, but its digital platform had not kept pace. Features and functionality that had become standard across healthcare websites remained stuck on the organization’s internal wish list.  

“Our expectations and their capabilities were no longer matching. We needed a web partner to assist in the development of a well-designed, reliable, and easy-to-use site.” 

The health system needed more than a website refresh. It needed a strategic digital partner that could deliver a modern, reliable, easy-to-manage experience for users while guiding future growth. 

Ultimately, this health system selected Geonetric to redesign its digital front door and create a website capable of serving patients, physicians, and the organization for years to come. 

The Work 

Setting the stage 

The redesign began with discussions about the system’s goals for the redesign, its target audiences, and functionality the previous site didn’t have that the team wanted for the redesigned experience.  

Geonetric also conducted stakeholder interviews, learning that navigation, content consistency, online scheduling, and mobile usability were frequent user pain points for both internal and external audiences. 

Reimagining the digital experience 

Working closely with stakeholders, Geonetric redesigned the site’s visual experience to better reflect the health system’s identity while creating clearer navigation pathways and a more intuitive user journey. 

The result is a modern digital front door that feels unmistakably like the organization while making it easier for visitors to find the care they need. 

Building smarter pathways to care 

A primary objective of the redesign was helping users move from information gathering to action more efficiently. 

The new website introduced highly visible online scheduling opportunities within physician and location profiles, enhanced physician profile experiences, improved physician search functionality, and location-aware search capabilities that help visitors identify relevant care options based on where they are. 

The redesign also elevated urgent care decision-making by introducing a clear chart that guides patients to the most appropriate level of care based on their symptoms. 

Together, these patient-friendly features help make it obvious what a user’s next steps should be, simplifying the care journey and reducing guesswork during what could be a stressful time. 

Rethinking content strategy 

While the visual and technical improvements transformed the website experience, the project also highlighted the importance of content strategy. 

Geonetric’s team provided guidance and resources around writing for the web, helping the health system rethink how content was organized and presented throughout the site. 

 In their words, “Not only did we build a new house, but we were also able to organize the rooms well.” 

A partnership built for the long term 

Throughout the redesign, Geonetric maintained continuity by keeping strategic partners involved from planning through launch and beyond, creating a collaborative relationship grounded in shared knowledge and long-term planning. 

“They know our website as well as we do, and together we can plan for the future.” 

Planning for the future 

Even before the new website had launched, the health system and Geonetric discussed features they were excited to add to the site down the line.  

“Our redesigned site is the foundation we need to prepare for the future. We have confidence that this site, and our Geonetric partners, can support our growth as an organization.” 

Healthcare Website Redesign Results 

Since launch, the new website has generated overwhelmingly positive feedback from both internal stakeholders and users, including that mobile navigation had improved, the new CTAs encourage users to move forward through the care journey, and that “it really looks like us.” 

In the first five months following launch, the redesigned site: 

Helped patients take action and increase conversions with 18,900 appointment scheduling clicks and a 71.9% increase in engagement rate.

Improved access to care and helped patients find providers in their area with a 87.7% increase in location views.

Expanded digital reach with a 40.9% increase in total views .

Adapted to changes in consumer search habits with 1,100+ sessions originating from a generative AI tool.

To see what partnering with Geonetric on your healthcare website redesign can do for your organization, request a demo with our team today!