The genomics site rebuild that grew organic traffic 75% and moved sales in two months.
Inside a large public company, a genomics division needed a brand of its own, and every step had to clear corporate review. Geneticists and clinicians were also getting lost on the old site. The site was rebuilt in stages, showing results at each one, then the new brand carried into social, print and a virtual event film.
Users were lost, and every change needed corporate sign-off.
User capture sessions on the old site showed the same problems again and again. HCPs who propose genetic testing couldn’t find tests, results or patient materials on their own. And as a division of a large public company, it had to get its own branding approved by corporate at every step.
Build in stages. Prove it at every step.
Instead of one big launch that could stall in review, the work rolled out in stages, with results brought to corporate along the way, which kept approvals moving. User profiles and wireframes reworked the navigation and structure. Scientists, product managers and the wider team helped curate better content for each audience. A bold color system with real patient and provider imagery then carried across the site, three social channels, HCP print and a virtual event film.
Web, social and print
organic traffic after launch, with leads and sales following within two months. Results at each stage earned the next round of approvals.
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