Optimising SEO and content for MSI Reproductive Choices
I worked with MSI Reproductive Choices to optimise site structure and SEO across two of their healthcare product websites.
The challenge
MSI Reproductive Choices is on a mission to ensure everyone around the world can access safe abortion services, family planning and life-saving care safely and with support. They have a well-deserved reputation for providing high quality healthcare and trusted information.
However, they identified that their websites for healthcare products Misoclear and Mariprist were falling short in providing a good user experience, particularly for mobile users. The content was bloated, out of date and overly technical in places. Additionally, the sitemap wasn’t providing a clear and intuitive user journey, meaning users were having to click multiple times to reach useful content. This was leading to high bounce rates and users disengaging.
MSI asked me to improve the user experience on these sites, as well as refresh the content so it was accurate, user-centered and well-optimised for search engines.
What I did
I started out with a content audit across both sites. This allowed me to evaluate performance of pages, identify areas for improvement, and create an inventory to guide decisions around content.
I focused on creating clear and linear user journeys, re-designing the sitemaps so that the websites were easier to navigate. Key content and top tasks were given greater visibility, while unnecessary steps were removed so users could find the information they needed quickly.
I refreshed web content, working with the team at MSI to ensure information was written in plain English while remaining clinically accurate. I also implemented technical SEO improvements and created new pages that would support MSI’s content strategy and goals. New pages, such as ‘FAQs’ for example, enabled MSI to better target long-tail keywords and common queries.
I identified pages that had enormous image sizes, and optimised these to ensure quicker load times - particularly useful for mobile users.
I set up Google Analytics goal tracking to ensure the team could measure and report on the performance of key pages over time.
I produced a roadmap and strategy report with recommendations for further developing these websites and ensuring their success for the long-term.
The result
Following my optimisations, the Mariprist and Misoclear websites experienced immediate results, with visits from Google increasing by 98% for both sites. Impressions also surged significantly, rising by 99% for Mariprist.com and 107% for Misoclear.com.