How Grande Ronde Hospital turned its website into a gateway to care
Grande Ronde Hospital and Clinics (GRH) recognized the need to modernize their website to better serve their community. Their previous website did not effectively showcase the breadth of their services, lacked user-friendly navigation and did not fully align with their brand identity. By partnering with Coffey Communications, GRH sought to improve visibility, accessibility and user engagement while maintaining brand consistency and a contemporary look.
Project goals
- Increase the visibility and engagement of high-value content that was previously underutilized.
- Improve user experience by creating a more intuitive navigation structure, particularly for services and locations.
- Maintain GRH’s brand identity while modernizing the website’s design.
- Clearly communicate GRH’s unique value proposition and streamline the process for patients seeking care.
Increased access to close-to-home care
GRH operates 19 outpatient clinics throughout Union County. However, their previous website did not effectively communicate the extensive reach of their healthcare services. To address this, a locations module was introduced, integrating with both service pages and the provider directory. This feature allows users to easily locate care options near them, reinforcing the accessibility of GRH’s services.
Modern and brand-aligned design
The new website showcases a refreshed, modern look inspired by the natural beauty of the Grande Ronde Valley. Key design updates include:
- Improved user journey: The redesign prioritizes intuitive entry points for search functionality, location discovery and service identification.
- Balanced use of brand colors: While red remains GRH’s primary brand color, its previous overuse was visually overwhelming. The new website incorporates red more strategically to create a calming, yet brand-consistent experience.
Engaging and accessible content
- Integrated patient stories: Previously, compelling patient stories were hidden in a dedicated section with low traffic. The new website integrates these stories directly into relevant service pages, making them more visible and engaging for users.
- User-centric site architecture: A content audit revealed that a limited number of pages were driving most of the site’s traffic, while many engagement-focused pages were being overlooked. The new website reorganized navigation with a consumer-first approach, ensuring that key content is more discoverable and relevant to users’ needs.
Optimized service pages for search and engagement
Coffey Communications leveraged search data to refine GRH’s service pages. Specific enhancements included:
- Improved storytelling: Service pages were updated to better articulate GRH’s unique value proposition, helping potential patients understand why they should choose GRH for care.
- Enhanced SEO strategy: Content was optimized to align with consumer search behavior, increasing the visibility of key services such as Behavioral Health and Orthopedics & Sports Medicine.
- Clear next steps for patients: Service pages were designed to provide clear calls-to-action, guiding users toward making informed healthcare decisions.
Results and impact
- Increased visibility: Key content, such as patient stories and service information, is now more accessible and engaging, driving greater traffic and interaction.
- Improved navigation and user experience: A consumer-first site structure ensures users can quickly find services, locations and relevant providers.
- Stronger brand presence: A refreshed, visually appealing design enhances GRH’s online identity while maintaining brand integrity.
- Higher search performance: Optimized content and improved service pages help GRH reach a broader audience searching for healthcare services.
Through strategic content, design and navigation improvements, GRH successfully transformed their website into a more effective and engaging platform, ultimately enhancing access to quality healthcare for their community.