Aligning the Web Experience
to Drive Conversions.

A leading healthcare system in Michigan engaged DIG to design and improve the web experience for key service lines including hospice, palliative care, long-term care, in-home care, rehabilitation and lab services. We took it a step further and provided a solution to drive conversions and improve search results.

Project Type
  • Website Improvements
Know How
  • Alignment Workshops
  • Content Strategy
  • UX/UI Planning + Design
  • ADA Compliance

The Opportunity.

Spectrum Health is an integrated health system in Michigan generating over $6 billion in annual revenue with 14 hospitals, medical services at 150 ambulatory sites and telehealth offerings.

  • Spectrum Health needed help aligning the in-person and online experiences for patients seeking continuing care services, as well as consistency across service offerings.
  • DIG was familiar not only with the health system, but with the platform for Spectrum Health’s website, Sitecore. This made it easy for recommending and implementing the changes needed to improve the patient experience.

The Solution.

We completed a discovery phase to understand the needs of patients and caregivers, outlined content for a consistent web experience across all service offerings, developed personas to guide our output and designed pages to fit within the existing Sitecore architecture.

The Results.

Spectrum Health’s continuing care services immediately saw an improvement after the website changes were implemented.


Increase in Site Traffic for Practice Areas


Increase in Website Conversions (Appointments Booked)


Increase in Organic Search Traffic

DIG’s unique insights on planning and executing campaigns to achieve better results coupled with their ability to collaborate and help integrate across our department has been invaluable as we transform our department in response to a fast-changing environment.

Holly Sullivan
Senior Director, Strategic Marketing at Spectrum Health