Three weeks before the autism therapy startup Springtide planned to open its first physical location, many prospective customers had commented eagerly on its social media posts...but none had booked an appointment via its Web site. Redesign Health’s startup accelerator asked me to remove the barriers that kept Springtide's prospects from booking. And to convince them to bring their child to a clinic at the peak of the COVID-19 crisis.
To drive users to the registration form faster, I had to help them evaluate the product faster.
So, I restructured the homepage, starting with a clear list of the clinic’s services, followed by staff bios, testimonials, and a new booking form with streamlined form fields. I then added larger CTA buttons linked to the booking form throughout.
Visually, I added staged photos of staff and children using the new clinic to give it the weight of reality.
Redesign Health’s growth marketer and I interviewed Springtide’s staff to learn parents’ most-mentioned therapy and insurance concerns. After his SEO keyword analysis, we co-wrote new Web site text.
was shown using a prominent list of services with specific words to calm insurance payment concerns.
was emphasized through a homepage banner and a page listing COVID-19 protocols.
was bolstered by adding evidence like staff bios with certifications, testimonials, and clinic photos.
Post-launch, we began a series of email and social campaigns targeted to specific needs and geographic areas.
for therapies offered, like this one for ABA therapy, were long-form educational resources.
for geotargeted emails or downloadable incentives like this one were templated for easy re-use.
Within three weeks of the site relaunch, Springtide’s appointment calendar became fully booked for the entire next month…an amazing result for a new business opening during the COVID-19 crisis. Having a steady revenue stream allowed Springtide’s CEO to stop worrying about unsupported staff and location expenses.
Instead, she could focus on more important things. Like planning an immediate expansion to two further clinics based on the newfound demand and closing a successful Series A funding round just 6 months later.
weeks
to plan and relaunch the site
weeks
to achieve a full client calendar
$M+
Series A funding 6 months later