Refresh & Redesign with Common Ground Health
The Common Ground Health (CGH) coalition of Rochester, N.Y. is a go-to hub for health research and resources across the nine Finger Lakes counties. As CGH maintains the most comprehensive collection of healthcare data in the region, it became imperative to refresh the website with up-to-date, data-driven statistics, insights, and information that would best serve the community at large. To spearhead this initiative, McDougall Communications assisted in the development of key messages that supported CGH’s new brand and position, a complete website audit, site migration and redesign. To view the website, please visit commongroundhealth.org.
Using existing Google analytics data, current website content, and staff input, our team conducted a website audit to identify underperforming webpages. This also allowed us to better understand how to prioritize content so that users could more easily find the information they were looking for.
Based on the results of the audit, we made recommendations based on key performance indicators that would inform the rest of the site refresh and redesign. This included providing guidance on new web copy. Working closely alongside the CGH communications team, we worked to develop a series of key messages that would support the organization’s overall mission. A total of 10 web pages were developed, highlighting new clinical data, information, and areas of work—all which included cohesive key messaging.
With a selected local partner agency, we then developed a full site migration plan to include the new web content and pages, while ensuring that all deliverables would meet the established deadlines. As we neared project completion, an internal communications session was held with the CGH team to provide them with best practices moving forward that would continue to best optimize their website analytics.
The Common Ground Health (CGH) coalition of Rochester, N.Y. is a go-to hub for health research and resources across the nine Finger Lakes counties. As CGH maintains the most comprehensive collection of healthcare data in the region, it became imperative to refresh the website with up-to-date, data-driven statistics, insights, and information that would best serve the community at large. To spearhead this initiative, McDougall Communications assisted in the development of key messages that supported CGH’s new brand and position, a complete website audit, site migration and redesign. To view the website, please visit commongroundhealth.org.
Using existing Google analytics data, current website content, and staff input, our team conducted a website audit to identify underperforming webpages. This also allowed us to better understand how to prioritize content so that users could more easily find the information they were looking for.
Based on the results of the audit, we made recommendations based on key performance indicators that would inform the rest of the site refresh and redesign. This included providing guidance on new web copy. Working closely alongside the CGH communications team, we worked to develop a series of key messages that would support the organization’s overall mission. A total of 10 web pages were developed, highlighting new clinical data, information, and areas of work—all which included cohesive key messaging.
With a selected local partner agency, we then developed a full site migration plan to include the new web content and pages, while ensuring that all deliverables would meet the established deadlines. As we neared project completion, an internal communications session was held with the CGH team to provide them with best practices moving forward that would continue to best optimize their website analytics.