Enhancing Website Performance for Orthopaedic & Spine Center of the Rockies

Orthopaedic & Spine Center of the Rockies (OCR) provides specialized orthopaedic and trauma care to patients in Denver and Northern Colorado. As a trusted provider with six locations, OCR required a robust digital presence to support their operations and meet patient expectations. Their previous website presented significant challenges when it came to overall website performance, including limited functionality, a labor-intensive update process, and the risk of outdated information. To address these issues, OCR partnered with OTM to redesign their website for enhanced functionality, usability, and compliance.

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website mockup on teal background

THE PROBLEM

OCR faced three major challenges with their previous website:

  1. Limited Functionality: The website lacked the necessary customization to meet OCR’s operational needs.
  2. Manual Content Updates: Team members had to manually update multiple pages for each new provider, increasing workload.
  3. Outdated Information Risk: This manual process raised the likelihood of outdated or inaccurate information negatively impacting user experience and trust.

These issues prompted OCR to seek a streamlined solution to improve website performance, ease of management, and improved website accessibility.

mockup of website on laptop and mobile phone

THE SOLUTION

OTM designed a comprehensive solution tailored to OCR’s needs, focusing on functionality, user experience, and operational efficiency to contribute to an increase in overall website performance.

Enhanced User Experience (UX)

Create a seamless and engaging user experience with intuitive navigation, mobile-responsive design, and fast page load speeds. Adhering to accessibility standards like WCAG ensures the website is inclusive and usable for all audiences.

Optimized Conversion Rates

Increase user actions such as form submissions, purchases, or sign-ups through strategically placed CTAs, A/B-tested landing pages, and persuasive messaging. Integrated analytics allow for ongoing performance tracking and refinement.

Strengthened Brand Identity

Reflect and amplify the brand’s unique identity with consistent visual elements, such as logos, color schemes, and typography. Align messaging and tone of voice with the brand’s values, supported by high-quality imagery and multimedia.

Improved Search Engine (SEO) Performance

Boost organic visibility with on-page SEO optimizations, keyword-focused content, and structured data like meta tags and schema markup. Enhance site performance through faster load times and reduced bounce rates to remain competitive in search rankings.

Unique Approach

OTM’s approach centered on collaboration, website accessibility, and improved UX. The new design prioritized efficiency, ensuring the OCR team could independently manage updates while minimizing the risk of outdated content.

Collaboration and Execution

Regular meetings facilitated open communication and ensured OCR’s specific requirements were incorporated. When unexpected challenges arose, such as transferring and categorizing existing blogs, OTM implemented a four-step strategy:

  1. Data Extraction for accurate migration.
  2. Content Analysis to identify themes and audiences.
  3. Categorization Framework to structure content logically.
  4. Manual Review to verify accuracy.

This systematic approach ensured a seamless blog transfer while improving future content organization and increasing overall website performance.

RESULTS

Outcomes

  • Enhanced Brand Awareness: A user-friendly and visually appealing website reflects OCR’s reputation and increases visibility.
  • Improved Patient Satisfaction: The new site meets the needs of patients across six locations, offering quick access to relevant information.
  • Increased Team Efficiency: The OCR team can now manage website updates internally, saving time and improving productivity.

Key Performance Indicators

  • 71% Increase in Website Traffic
  • 86% Increase in Organic Search Traffic
  • 33% Increase in Google Paid Search Traffic
  • 34% Growth in Website Events
  • 140% Increase in Referral Traffic
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