Mobile-first approach, simplified navigation, and enhanced content strategy drive award-winning digital transformation.

// By Althea Fung //

In today’s healthcare landscape, a hospital’s website is its digital front door and often its most powerful marketing tool. As more patients search for care options, schedule appointments, and complete health-related tasks from their mobile devices, an outdated or desktop-centric website can quickly lead to lost opportunities. Mobile-friendly websites improve user satisfaction and significantly boost conversion rates, especially when clear calls-to-action and simplified navigation are in place.

In healthcare, where convenience and trust are critical, user expectations directly impact conversion rates, whether that’s scheduling an appointment, finding a provider, or accessing urgent care. Recognizing this, FirstHealth of the Carolinas launched a comprehensive website redesign in 2023.

Derek Medlin, marketing and communications content strategist at FirstHealth

“Our previous site dated back to 2014 and didn’t reflect the latest trends in web use, particularly in healthcare,” says Derek Medlin, a marketing and communications content strategist at FirstHealth. “Just as important, our system’s strategic focus had evolved. While we still offer specialty services, we’ve expanded significantly in primary and urgent care. We needed our digital front door to reflect that.”

If you are looking for ways to upgrade your website, read on to learn how FirstHealth improved access and experience, increased site traffic, and picked up several industry awards along the way.