Solutionreach has been leading the charge in patient communications for over two decades. In many ways, their length of tenure is an advantage. But it can make overhauling the website difficult. The website had been building domain authority and SEO traction for years. It had also been accumulating pages. And pages, and pages, and pages. Prior to this rebuild, the Solutionreach sitemap boasted 72 core pages.
The accumulation of pages led to fragmented messaging. Some of the content had become outdated and, though the volume of pages contributed to organic SEO, it muddied the user journey. They needed to drive conversions with small to medium-sized (SMB) practices as well as large enterprise organizations. And these audiences needed different content at different stages of the journey, all with the end goal of booking a demo.
The variety of calls to action (CTAs) didn’t help with this. While “Download Content”, “Speak to a Consultant”, and “Get a Demo” were all technically relevant CTAs, Solutionreach wanted to focus on generating more demand for demos.
The resource hub was home to an enormous volume of content, but with each passing year, content became harder for users to find and for Solutionreach to manage. This was partially due to their content management system (CMS). Solutionreach was frustrated with how content was managed within HubSpot and wanted to explore the idea of switching to WordPress.
As a deeply user-first company, the Solutionreach team was eager to consolidate the website, prioritize the user experience, and move to WordPress — all without losing SEO traction.