1. A foundation for growth
NYGPS built their previous website using Bitrix, a dated content management system (CMS) heavy with unnecessary code, slow to load, and hard for search engines to crawl and index. And aside from performance, it failed the mobile-friendly test and offered a poor user experience for patients. So our first step toward improving rankings, increasing conversions, and generating revenue through SEO was to ensure we were building on a stable foundation, which meant overhauling their entire website for search engines and patients.
In November, several months after starting our SEO program, we launched their new website on WordPress, a much faster and lighter CMS, featuring a new brand identity and user experience.
With an improved website architecture, faster speed, and better path to conversion for each patient, search engines could now crawl and index the site easier, more frequently, and with more trust, and patients could better find answers to their questions. As a result, in less than a month post launch, organic traffic increased by 78% on desktop and 111% on mobile as rankings skyrocketed, and conversions increased by 188% from the influx of new visitors. Also, average time on site increased by 121%, bounce rate decreased by 35%, and pages per visit increased by 180%.