The Client: A high-volume Texas Eye Surgery center
The Project: Provide optimization strategy, and develop website components to help bring cohesiveness to the website
The Problem: The client presented with an existing website (newly launched), but was frustrated because the site lacked a cohesive structure and was not well branded or optimized for SEO.
The Challenge: Preserve all previous work while adding SEO value and improving user experience.
The Discovery Phase:
- The medical staff provided excellent content explaining the technical process of the surgical services.
- My job was to help bring meaningful structure to the site and improve search engine performance and user experience.
Project Requirements:
- Develop wireframes and requirements for WordPress component blocks with branded form and content fields.
- Provide the client with a roadmap for adding SEO improvements using their existing marketing staff.
- Conduct competitor research, keyword research, and keyword gap analysis.
- Provide rich media recommendations.
- Write meta-data and title tags.
- Verify and amend the site map.
- Improve nomenclature and taxonomy.
Content/SEO Audit:
- Conducted a site audit, analyzed the URL structure to verify best SEO practices, and evaluated site speed.
- Referred to the audience avatars and customer journey documents to understand how users entered the site.
- Made UX recommendations for titles, fonts, navigation, and CTAs to benefit a senior market.
Site Map Audit:
- Verified that the primary menu navigation and sub-pages reflected the core business model and the auxiliary products and services.
- Referred to the keywords and competitor research and conducted a keyword gap analysis to identify any missed opportunities to optimize a product, service, keyword or key phrase not included on the site.
Competitor Research:
- Researched similar industry sites to note page structure and content.
- Leveraged competitive audit to plan site maps and help improve the optimization/UX of this project.
Page Optimization Strategy:
- Created new page layouts to represent key products or services – previously lumped together on one page – to improve SEO.
- Enhanced search engine performance by optimizing individual services and product offerings.
- Created in-depth content using keywords/phrases and rich meta-data using images and videos.
Long-Form Content:
- Once keywords were approved, I wrote page content and highlighted keywords and phrases for future reference.
Wireframes:
- Created wireframes noting keywords and phrases as part of the process documentation to refer back to when conducting ad strategy or ad/traffic performance reviews.

CTAs:
- Suggested downloadable clickbait, intake forms, pop-up windows, automated chat, explainer videos, appointment bookings, and shareable content.
Funnels:
- This project did not require a funnel strategy or content.
Budget & Scheduling:
- Created project breakouts for brand development, keyword research, audience development, ad budget recommendations, and content development.