Project DescriptionThe Surgery department at Keck Medicine of USC had maintained its own distinct website, combining clinical and academic information, for over twenty years. The site had been built in HTML, and was not editable in a content management system. The old site was also not mobile responsive, which was preventing the department from digital marketing tactics like SEM.
The department made the decision to invest in building a new website constructed on Wordpress that would match the Keck Medicine brand guidelines and utilize some of the healthcare network's digital tools, like the Kyruus physician profile system.
I oversaw the wireframing process on this project to determine the most valuable content from the old site to be carried over onto the new site. Our goals for the new clinical site were to showcase Keck Medicine of USC's world-class surgery capabilities and thought leadership by emphasizing the talents of individual surgeons.
1) Content Audit: An XML sitemap was created of the old website so that all of the pages in the old architecture would be captured and could be redirected once the new site was launched. A team of editors reviewed the content on over 2,000 pages and entered the context of each page into a matrix to determine content that needed to be refreshed, or instead integrated into the academic website for the Surgery Department.
2) Site Archive: The entire old site was downloaded via FTP and backed-up for reference.
3) Sitemap and Wireframes: A new sitemap was created and wireframes for main website templates were designed. Not only did the sitemap and wireframes serve to lead the art direction for the new site, but they provided structure for the editors revising copy for the new pages on the site.
4) Creation of conditions and treatment pages: To best position some of the content from the old website for SEO success, we created new pages for specific medical conditions, treatments, and services. The pages were built in such a way that the keyword was included in the page title, and repeated in an H1 tag within the page itself. Related content was tagged as such so that visitors to the website interested in one of those keywords could easily discover more information related to the topic.