Building a persona-based website

A mid-market, privately-held managed service organization (MSO) had a website that their sales team could not use. They knew they needed to redo it but didn’t know where to start. Who should the website be built for? How can you make it for everyone but still have it make sense to all visitors, especially patients? 

Building a person-based website for healthcare


This client stands out because of their genuine commitment to the quality care of their patients. It is such a large part of their culture that it permeates everything that they do … except for their website.

This was not lost on their sales team, who would tell potential physician partners not to look at the website. The technology platform was outdated and the information architecture didn’t reflect their values or speak to the diversity of their customers.

To fix this, we needed to first understand who their customers were. We could then identify how the website needed to be used by each customer type, leading us to build the right solution.


Quality care is our most important value—it’s what we’re known for. How do we create a website to reflect this?


We first completed an analysis to identify competitors. Although this client was located in a handful of regions of the United States, they were growing quickly through acquisition and also recruited nationally.

Next was identifying who the customers were. As an MSO, a “customer” looks different in different parts of the organization. We needed to interview physician partners, nurses, and employees in customer service, business development, and human resources. This allowed us to get a full picture of who each customer was and how they were supported by the company.

With six internal customer personas complete, we challenged the status quo and created the seventh and most important persona: the patient. Patient information didn’t make sense on this website—or did it? Good news, as the rationale to speak directly to patients for the first time was quickly accepted by senior leadership as the way to move forward.

We knew who the customer was and had a digital strategy in place to execute against. From this, we were able to create the information architecture, wireframes, and copy to accomplish the project goals.


Branch Strategy was able to take an established but outdated website and bring immediate value to this MSO. The results included:

  • Using SEO-focused copywriting, the website organically ranked on the second page for a highly-competitive job recruiting search term within two months.
  • The website represented seven unique customer types instead of one with the right content to support the business development team.
  • Domain authority tripled within the first year.
  • The marketing team was able to add new acquisitions to the website themselves through the CMS, removing the need to work with a third-party agency for updates.

The quality care story could finally be told from a patient-first perspective, which was imperative to help facilitate growth. Each business unit could see themselves and their role within the public-facing story of providing the best care for patients.

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