Strategic website redesign boosts Solutionreach conversions by 16%

At a glance

Challenge

• Condensing 72 core pages to reduce friction
• Shift copy focus from features to benefits
• Gain more control over content management

Solution

• Strategically restructure sitemap
• Create specific journeys for SMBs and enterprise
• Transition from HubSpot CMS to WordPress CMS

Results

• 60% reduction in core pages
• 16% increase in form completion
• 12% higher organic web traffic

Large sitemaps lead to problems, including crawl budget issues and — more pressingly — confusing navigation. If your visitors don’t know where to go next, they’re more likely to churn.

But it’s all too common for established companies to accumulate pages, and pages, and pages. That’s exactly what happened to Solutionreach, a healthcare SaaS veteran of 20 years. When they approached Tiller for help, their sitemap had a whopping 72 core pages. They needed a strategic website redesign to streamline user journeys and to support a recent brand refresh.

As a deeply user-first company, Solutionreach wanted the website to be clear and actionable for healthcare organizations of all shapes and sizes, from SMB to enterprise. It had to prioritize user benefits over features. And it had to give Solutionreach more control over content management to ensure users always had ready access to relevant information in the Resource Hub.

Strategic sitemap

Because the success of the website hinged on a restructuring of the sitemap, Tiller collaborated closely with Solutionreach and their SEO agency to align on a strategic direction. Together, we created an efficient redirect and no-index plan and arrived at a user-centric sitemap that didn’t sacrifice too much organic SEO.

Focus on user benefits

The new website strategically focused on unique value for different types of users. To achieve this, we split the platform into multiple targeted core pages, which:

• unpack every Solutionreach feature (16 at the time of launch) with an emphasis on user value
• demonstrate how practices can boost appointment volume
• focus on how practices can improve staff efficiency and productivity
• explain the holistic value of the Solutionreach platform

We then streamlined audience-specific user journeys. We split the “Who We Serve” menu option into “For Practices” and “For Enterprise” and added bespoke subpages for each group. We also reduced the number of calls to action (CTAs) on each page to provide clearer next steps and encourage more demo sign-ups.

Value-driven copy

Tiller leveraged Solutionreach’s new branding and messaging framework to rewrite every page. The new copy’s tone struck a balance between confident and compassionate, a perfect blend for an industry leader and a patient-focused partner like Solutionreach.

While we still mentioned features, we steered clear of jargon and anchored every page with how it benefits the user. The end result: clear, value-driven copy that resonates with right-fit leads.

WordPress integration

To give Solutionreach more control over content management, Tiller integrated the new website with WordPress CMS. WordPress supports a wide variety of free and paid plugins and the CMS is very customizable, which gives the team more flexibility and customizability vs. HubSpot CMS. With this transition, the internal team can easily manage content and scale the website as they add new vertical pages.

Almost six months to the day after Tiller presented V1 of the reimagined sitemap, the new website went live. It featured clear user journeys and a 60% reduction in core pages. The new website garnered instant positive feedback, both internally and externally.

The new website quickly began outperforming the old. Two months post-launch, Solutionreach’s organic web traffic increased by 12% and their “Get Demo” form completion increased by 16%.

In the press release about the company rebrand and website redesign, Solutionreach’s CEO Jim Higgins said, “The new visual expression acknowledges the company’s pioneering spirit and 23-year legacy as the first software solution of its kind, and adds a modern aesthetic that reflects its place today on the cutting edge of technological development.”