Content Strategy Report for HealthReach

A comprehensive content strategy report that outlines the strategic approach to redesigning the HealthReach Community Health Centers (HRCHC) website.

The Problem

The Solution

The existing HealthReach Community Health Centers (HRCHC) website lacked a cohesive content strategy and struggled to meet the diverse needs of its audience. Navigation was unclear, information was scattered across pages, and SEO performance limited the site’s visibility in search results. Without consistent writing style guidelines or a framework to track content performance, the site risked losing engagement, undermining trust, and missing opportunities to connect with its community.

The redesign strategy centered on creating an engaging, user-friendly website supported by a comprehensive content plan. This holistic approach ensured the new website would not only address usability challenges but also serve as a strategic tool for outreach, engagement, and growth.The 30-page final report outlined actionable improvements, including:

  • Audience-driven content design to ensure each user group could quickly find relevant information.

  • SEO enhancements to improve search visibility and drive traffic from target communities.

  • Consistent writing style guidelines to strengthen brand voice and readability.

  • Metrics and analytics framework to measure content effectiveness and guide ongoing optimization.

Objectives

The redesign aimed to create a user-focused website with clear, accessible content, a secure and easy-to-use healthcare services directory, and improved navigation. These updates were designed to enhance user satisfaction and strengthen community engagement.

Business Goals

  • Deliver relevant, accessible, and easy-to-navigate content for all audiences.

  • Provide a clear, comprehensive directory of healthcare services.

  • Integrate a secure payment system within the patient portal.

  • Improve overall user experience and satisfaction.

  • Strengthen community connection and engagement.

Users & Needs

HealthReach serves a diverse audience, each with distinct needs and priorities. Understanding these needs is essential for shaping the redesigned website’s content, ensuring that every user group receives information and resources tailored specifically to them. Here is the type of content each group might need when using the website:

Prospective & Current Patients & Families

  • Services offered

  • Patient portal access

  • Appointment scheduling

  • Patient testimonials

  • Visitor guidelines

  • Support resources

Businesses & Partners

  • Partnership opportunities

  • Community engagement details

Healthcare Workers

  • Staff resources

  • Professional development

Charitable Donors

  • Donation opportunities

  • Sponsorship information

Job Seekers

  • Career opportunities

  • Employee benefits

General Users

  • Contact information

  • Location and directions

  • FAQs

Content Audit & Analysis

The content audit examines a prominent selection of pages from healthreach.org, specifically analyzing SEO elements like page titles, meta descriptions, and HTML headers. Current website content, accessibility, writing, architecture, and social media channels are also investigated. This analysis was carried out using the Screaming Frog SEO Spider and the WAVE accessibility tool SEO Spider is a software tool designed to crawl website URLs, and WAVE is a software tool that evaluates the accessibility of a website.

From this audit, I found that the existing website felt cluttered, with unclear navigation and weak visual hierarchy, making it difficult for users to quickly locate important information. These content gaps obstructed HealthReach’s ability to serve its primary user groups, ultimately impacting the capacity to meet business goals.

Recommendations

  1. Adopt a Minimalistic Design
    Streamline pages by removing unnecessary clutter and focusing on essential content. Keep important information above the fold, space out elements for readability, add engaging imagery, and include clear calls-to-action to encourage user interaction.

  2. Enhance Navigation
    Redesign the navigation bar for clarity and consistency, avoiding stacked buttons. Organize content using a well-structured sitemap with clearly labeled sections such as Patients, Education, Employment, and About.

  3. Establish a Clear Visual Hierarchy
    Use design elements like size, weight, and placement to guide attention to priority information. This structured approach ensures users can scan and absorb content effortlessly.

Strategy

To anchor the content strategy and guide its implementation, I developed a clear core strategy statement. Alongside this, I built a messaging framework outlining the intended first impression for users and the key messages the content should consistently communicate about HealthReach.

Core Strategy Statement

“Create an accessible, engaging, and trustworthy online experience that meets the diverse needs of HealthReach’s audiences while fostering stronger community connections.”

Strategic Pillars:

  1. Relevant, Compelling, Accessible Content
    Deliver information that is easy to navigate and tailored to each audience’s needs.

  2. Clear & Secure Service Directory
    Present an organized directory of healthcare services, highlighting their affordability, accessibility, and quality.

  3. Enhanced User Satisfaction
    Provide a seamless, intuitive website experience that encourages return visits.

  4. Strengthened Community Engagement
    Share impactful stories, promote events, and engage actively with users through the website and social media.

Messaging Framework

First Impression: “I can easily find the information I need, and the content is clear and well-organized."

Value Statement: "This site feels like it’s made for everyone. It’s easy to navigate, and the information is relevant to me."

Proof: "The navigation bar at the top of each page makes it easy for me to find and access the information I am looking for.”

Design

Based on the findings from the content audit and competitive analysis, I created a preliminary site map, wireframes, and a writing style guide to rebuild the website’s structure and style.

Site Map

The information architecture follows familiar health-site patterns, making it intuitive for users so they can quickly locate the key information aligned with their primary goals.

Wireframes

To form the base structure of new pages for the website, three wireframes were created for the homepage, the patient care page, and the education page, which are the key pages of the website. Before designing them, I used a prioritization table that organized key content areas according to their importance to the users and business.

Style Guide

Lastly, I made a style guide to ensure visual consistency and best writing practices for HealthReach’s website. It introduces suggestions for colors, typefaces, and tone of voice that would suit the new website.

Next Steps

To implement and maintain the content strategy, HealthReach should:

  • Select a content management approach.

  • Assign clear roles and responsibilities for content creation and upkeep.

  • Define who holds authority over final content decisions.

  • Establish a workflow for creating, reviewing, and publishing content.

  • Conduct a complete content inventory of the current site.

  • Choose a consistent writing style guide to follow.

  • Compile a shareable writing style guide for team use.