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

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: