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Content That Clicks

Site Redesign Comp

Base Content on Research

Challenge: Increase online referrals and consultations from community physicians to cancer center.

Solution: Set key performance indicators (increase in online referrals and views of key pages). Drive doctors to take the desired actions, via clear calls-to-action and concise copy that speaks to physicians’ needs. Rely on research with target users to guide content development. Cut extraneous pages.

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