Fresh look, flexible locations position health system for next chapter
Website Redesign & Integrated Search Strategy
Billings Clinic, Montana’s largest independent health system, needed a new website at a pivotal moment in its history.
Its old website had become visually and functionally outdated. But on a larger scale, the system needed a digital strategy to unify its current and future locations with a consistent brand, navigation, and user experience.
Billings Clinic turned to longtime partner Geonetric to tackle the redesign and build a digital front door that will serve as the foundation for a scalable, system-wide approach to organizational growth and brand recognition.
Billings Clinic at a Glance
9,000+
Employees
150+
Locations
25
Hospitals
16
Regional Partnerships
Goals
Goal #1
Provide visitors with a visually pleasing, modern digital experience.
Goal #2
Position Billings Clinic as a unified health system along with its partnerships across Montana, northern Wyoming, and the western Dakotas.
Goal #3
Create a simplified navigation and robust location profiles that are easy to use and help visitors find the information they need.
Goal #4
Build a scalable information architecture structure that sets the stage for future expansion.
The Work
Modern design & navigation
The foundation of Billings Clinic’s redesigned site is a fresh visual look and menus that enable users to quickly and easily find what they’re looking for.
The homepage welcomes visitors with a visually engaging design and calls to action that put the most frequently needed tasks like bill pay, appointment scheduling, find a doctor, and nearby locations right at the patients’ fingertips.
The site’s navigation menus were also redesigned to enable faster task completion and reduce user frustration through clear, intuitive dropdowns tailored to patient needs. For example, from the “Care at Billings Clinic” dropdown menu, users can choose to visit the Care landing page, navigate to the provider search, browse an alphabetical menu of service lines, see their options for same-day care, find a nearby location, and more.
Future-proof location strategy
Billings Clinic had expanded significantly since its late website redesign, and its new locations — including multiple clinics and offices housed in the same building — proved difficult to manage with its previous system.
Geonetric worked with the Billings Clinic team to audit its existing location pages and develop a strategy to ensure patient-facing locations were presented on the new website in a way that made them easy to find both digitally and physically.
The new locations strategy incorporates a user-focused design that creates a unique microsite-like experience within the site’s location profile framework. The profiles are flexible and scalable to different location types, partner affiliations, content needs, regions, and states.
The Geonetric team also optimized each location profile to improve both traditional and artificial intelligence-powered search.
User-focused page content
As part of the redesign, the Geonetric team wrote 10 user-focused content sections that use plain language and a cross-linking strategy to guide users through services such as Get Care Today, Cancer Care, Orthopedics, and more.
The new site content was also written with readability, accessibility, compliance, and performance in mind.
Comprehensive content hub
Another standout feature of the new Billing Clinics site is its Health News content hub, which offers articles on wellness, healthcare innovations, system news, and patient stories.
Users can filter by topic, submit their own story, and see how long it will take to read an article thanks to a read time label at the top of each page.
Results
In the first two months after the new site’s September 2025 launch, Billings Clinic saw:
Geonetric is a leader in the space; this is what they do. They not only design sites, but they also keep a pulse on what’s coming up in healthcare in general, what’s going on in other industries, and how that can be applied to healthcare. [The choice] was an absolute no-brainer.
Jeff Giffin, Digital Marketing Liaison for Billings Clinic
