City Fertility Centre wanted to improve their use of digital marketing channels, particularly their website, to increase conversion rates and provide a better user experience.

The new website needed to reflect the understanding that every fertility journey is a unique one and show that City Fertility Centre's patient care approach is centred on a specialised experience for each and every person.

How We Helped

The business engaged Reload Consulting to review their goals and target audience before providing a recommended website brief for redevelopment. We utilised both our own expertise and background in usability, branding and positioning and conversion aptitude, as well as the subject matter expertise of City Fertility Centre to define a clear strategy for the website moving forward.

This strategy was then translated into actionable next steps and guidance for building the site.

Key Outcomes

The website brief was supplied to a trusted web development partner who was able to transform the recommendations into a functioning site that has seen great improvement for the client since launch.

The website now accurately reflects the key value propositions of City Fertility Centre and provides a valuable and supportive experience for their site users, as reflected through improvements in engagement levels, conversions and site traffic.

It was important that the new City Fertility Centre website communicated a clear sense of understanding and empathy. Understanding that every fertility journey is different, the new website was created to make users feel understood and cared for.

Current State Review

We conducted a complete evaluation of their current website and analytics

Site Architecture

We mapped a new Information Architecture for logical navigation

Functional Scope

We wireframed and scoped the functional requirements

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