It’s not everyday that you get to work for a prestigious medical institute. But today, we’re proud to roll out our new website for Southern Vascular Institute.

This is our second site for SVI. As our understanding of vascular medicine has progressed, we’ve been better able to explain complex medical stuff in simple, concise language. Or, anyway, that’s the theory.

ADWORDS AND WEBSITE DESIGN

The impetus to expand SVI’s website was motivated by our ongoing Google AdWords campaign.

AdWords can tell you a lot about what products and services interest the public. We structured the new website around keywords that generated the greatest traffic.

Experts call this “optimizing conversion.” The goal is to turn a greater percentage of viewers into customers by offering content tailored to their needs. So, because we were able to track high consumer interest in “Vascular Surgery,” we created a page specifically to answer that interest.

LOWERING FRICTION

Another key to a successful website is “lowering the friction.” Friction is any kind of a barrier between the viewer and taking action.

To make it easier for people to get in touch, we’ve included a mini-contact form on every service page. Our hope is that this will encourage more people to communicate with us, removing the barrier of navigating to a contact page.

IT’S A PROCESS, NOT AN EVENT

The doctors and administration at Southern Vascular Institute recognize that success on the web is an ongoing process, not a one-time event. We’ll continue to look for ways to build SVI’s brand, generate traffic and drive revenue.

Thanks to Drs. Arthur Freedman, Roger Moccia, Mark Jackson, Brian Baghdady, Kyran Dowling, Richard Harp and Michael Ludkowski. Thanks also to Nurse Practitioner Amanda Faile and special thanks to N.P. Kim Waldenmaier for medical guidance. We also wish to gratefully acknowledge the support of John Engle and his administrative staff at SVI.

Credits:

• Concept and Copywriting: Hal Goodtree
• Design & Programming: George Gumpert
• Photography: Kenneth Wilson