Background
Wider Circle is restoring grace and respect to aging by creating hyperlocal engaged communities of neighbors all supporting and taking care of one another. With the unique programing and approach Wider Circle offers, Medicaid and Medicare recipients get the care they deserve—they seek more preventative, assist each other with transportation and other social determinants, and are more satisfied with their health plans and life in general—which all reduces costs on insurers while improving quality outcomes and member retentions. Having spread to communities in 3 states and counting, Wider Circle is reaching a wider audience.
Project Includes
Website Goals
1. Improve the branding and messaging
2. Overhaul the UX to cater to different audiences
3. Increase engagement through better storytelling
4. Build SEO practice for increased organic reach
5. Improve ease-of-use with responsive design
6. Meet WCAG accessibility standards
7. Make the site low maintenance for non-technical teams
Website Strategy
The foundation of project success centered on targeting four distinct personas:
Targeting Perspective Members with Modern Health Care Web Design
These pages contain specific content for each of the major personas, outlining and selling the features and benefits of the programs. They all have the goal of capturing leads. Wider Circle’s programs are proven to work, and that confidence should come through in the copy. Indecisiveness or self-effacing language will just get waved away. “We’re proud of our track record—communities with Wider Circle are healthier and better connected, without the need to throw massive budgets at them.”
Recruiting with Join Our Team Page
At Wider Circle the team is on a mission to connect neighbors for better health, and they’re looking for equally passionate colleagues across the country to help! A mission-critical conversion page on the website with Workable job board integration.
Speak to Healthcare Providers & Health Plans
Providers take on the outcomes risk and actually provide care at the end level for the other personas. Providers are contracted with the payors that WC members are insured through. This is a mission-critical page to refer members with compelling infographic impact numbers, animated “how it works” wheel and how the programs address key business challenges for providers and health plans.
The Results
We helped the many personas find the information they’re looking for quickly to become partners, members, and employees.
A Word from the Team
“By starting with strategy and paring down unruly content, we were able to improve the user flow and conversion of this site dramatically. Between that and thorough SEO, their digital footprint is vastly improved.”
~ Nik Amar, Strategist
“Wider Circle deeply cares about optimal UX and this made for a great website. It was a joy implementing WCAG accessibility standards into the design, feedback from their target audience with user testing, and unique visual language that stands out from their competitors.”
~ Mike Sayenko, UI/ UX Designer
“The quality assurance was thorough taking into account the Gtranslate (multilingual translation), dynamic phone numbers based on geotargeting, and website training. We hope that we’ve really empowered the Wider Circle team to quickly and easily be able to manage their content.”
~ Kyle Rumble, WordPress Developer
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