The Graphic Communication Challenge
Most of our clients - like Caravanning Club
- are in the travel industry, but our graphic communications strategies are universal - as we will show in this case study, for healthcare company ICS. They asked us to design a new site for them. After a quick look at their existing site, we knew that we needed to use graphics to answer to very important questions: What do they do? For whom?
Independent Clinical Services (ICS), formerly known as Thornbury, is one of the UK's largest independent providers of medical staff to the NHS and other sectors. They fill last-minute nursing staff and doctors to cover staff shortages at NHS hospitals and the private sector, with about 8,000 nurses and 8,000 doctors on their register. They approached us to design a new site, as they found that their online presence was increasingly critical to the success of their large operation.
Using Graphic Communication to Improve the Site
||What Is The Product? Who Is It For?
If you look at the 'before' image of the ICS home page, I'm sure you'll agree that it's hard to see exactly what the company is offering. We can see that it's medical and that they offer 'solutions' of some kind - but determining the exact service they provide is not easy. Neither is it clear who their service is for. Is it aimed at patients or practitioners? Is it a service or are they possibly selling a product? It doesn't matter what scenario you come up with, the fact is that it isn't clear.
Now, look at the 'after' image and ask the same questions. The answer is right there: they specialise in providing nurses and doctors to various sectors of the healthcare industry, such as the NHS, nursing homes and the independent sector.
Sometimes, to get the home page's message across, it can be as simple as writing a big bold statement in text.
How does this help improve ROI?
||Establish The Company's Market Positioning
Another major objective of graphics is to communicate the company's market positioning. In the 'before' image, it is not clear what kind of company ICS is - big or small, reputable or unknown or worse. In fact, ICS is one of the leaders in the field of medical recruitment for the healthcare industry, but the original graphics do not convey this at all.
In the 'after' image, you can see that with simple clean graphics, large white spaces and a generous clear header, the site takes on the feeling of a solid, reliable and confident business. It speaks not only of what ICS do, but also that they are important and trustworthy.
Many businesses spend a lot of money to generate traffic to their sites, through SEO, PPC, and so on. By using graphic communication properly, the same amount of traffic can be converted into a greater quantity of sales. For this reason, implementing site conversion strategies - as we do for many of our clients - is a vital ingredient in the online marketing mix, ensuring that websites work harder for the same cost and thereby increase ROI.
How can we help?
LeadGenerators has vast experience helping clients improve the conversion rates of their websites, employing strategies similar to the one above and in our other Site Conversion Case Studies. If you would like to find out more about how to make your site work harder for you, please give us a call or fill out the enquiry form below.