Senior Director, Marketing

Driving Site Engagement with a Refreshed Brand Identity

Did you know that a user's perception of your website has a direct correlation to their trust in your brand?

In fact, 48% of people cited a website’s design as the top factor in deciding the credibility of a business. A website is frequently a user’s first impression of your brand, especially in 2020 as in-person brand interactions have been severely limited. Moreover, as part of Google’s May 2020 updates, UX is now a more heavily-favored component of the core algorithm; factors such as mobile friendliness, page load speed, and security will play a bigger role in your site’s SEO performance.

In a recent virtual event, Rise experts and leaders from Nicklaus Children's Hospital, discussed how their website redesign supported their mission and the Miami community.

Transforming the Brand to Stand Out in a Sea of Sameness

Nicklaus Children’s Hospital needed an agency partner that would understand the world guiding their redesign requirements: a target audience that needs a responsive and optimized mobile design, a visual identity that supported their mission and made them distinct among the competition, and a commitment to work as an extension of their own team, experienced and ready to understand every nuance of their business. Rise award-winning expertise and dedication to our client’s goals made us the right partner for the project.

Nicklaus Children’s Hospital gave Rise the freedom and flexibility to draft multiple branding options and brought these concepts to a variety of user tests, including virtual focus groups, consultations with their Family Advisory Council, as well as surveying parents of young children on staff (a central demographic to their target audience). By doing this research, they could make sure that the website branding was reflective of their customer’s voice.

The new design incorporated pastel colors and pictures of actual patients, illuminating the Miami culture and community of the hospital. Furthermore, it implemented infographics that intrigued the viewers to keep scrolling and highlighted important data about Nicklaus Children’s Hospital reputation.

Not only were Rise and Nicklaus Children’s Hospital able to create an attractive website that differentiated the brand, they were able to make thoughtful processes and decisions that established Nicklaus Children’s Hospital as a central contributor to the Miami community.

Reach out to Rise to learn how a website redesign with our award-winning team can make a better first impression with your target audience, boosting site engagement and conversions for more impactful business results.

07/08/2020 at 01:16