Client:
Clear Lake Hand Center
Role: Content Strategist, Copywriter, SEO Specialist
Website: https://clearlakehandcenter.com/
It’s incredibly important to get medical copy right, even when you’re talking about something as simple as a hand. Relatively speaking, the Clear Lake Hand Center project was small. The word count on every page was planned as being somewhat limited--right around 500 words. I was responsible for composing these pages in an SEO friendly way, although the client was not overly concerned with continued SEO performance.
My Role
The client’s primary concern was to improve an old website, both in terms of content and in terms of design. They wanted a website that would reflect their values and branding as a clinic. Nick Engebretson, NSE Media’s primary designer, really created something wonderful with this piece. My job, then, was to fulfill two primary functions:
Homepage Copy
The homepage featured typical primary copy, but also featured small snippets of each service and hand ailment that users could click through. One of my primary roles was to compose this copy in a way that was both medically accurate and interesting enough to actually read. The copy was also developed in such a way that someone could easily click through and discover what might be causing a particular hand ailment.
Treated Conditions Copy
Each of the conditions treated by this particular hand surgeon needed a well-researched and accurate page for the website, so patients could easily determine if they could find treatment. These procedure pages were composed and submitted for approval from the client. Some pages--Carpal Tunnel Syndrome, for example--received special attention--and therefore, more detailed information--due the priorities of the client.
The Results
This client was not particularly interested in ongoing SEO, but even still saw a marked improvement in organic traffic since the new website went live. Again, part of that is due to the fantastic design created by Nick Engebretson. The content certainly plays its role as well, conveying useful information in a clear, concise way so that the patient can make informed decisions about seeking treatment.
