Children’s Hospital Colorado knew they wanted to create a section of their website that made it a little less overwhelming and a lot more fun for visiting families. The result? A total revamp of “Your Visit,” one of the top-visited sections of their site.
Before the Your Visit project started, visitors to the CHCO site were bounced between the homepage, Your Visit pages, and content scattered across the site. It was often hard to find the information families needed and bounce rate was high. It was clear, based on surveys done by the marketing team, that the content needed to be evaluated from both SEO and user perspectives. The project itself involved someone with SEO experience, but also a deep knowledge of the brand, which is designed to bring comfort and hope to families.
After the Your Visit section of the CHCO site launched, there was a more cohesive path — and more on-brand, positive, and “magical” language. Today, the first focus of this site section is on the locations a family might visit. From there, families journey through subpages based on what they might need to know about parking, when to arrive, which floor they’d be visiting, etc. The on-brand language and attention to the flow of content makes Your Visit much more impactful for families who might be scared about their visit to a children’s hospital.