Improve online conversions

Health charity’s new website platform leads to massive increase in online sales leads

The brief

Turn Nuffield Health, a healthcare charity with 97 sites across the UK, into a modern online business able to capture a large number of sales leads:

  • Replace an ailing, clunky website and CMS with a fast-loading, future-proof platform to integrate with Salesforce.
  • Dramatically improve conversion rates across the three divisions of the Nuffield Health business.
  • Launch in time for business critical ‘Golden Quarter’ on January 1st when Nuffield’s gyms get the majority of their subscriptions for the year.
  • Improve search rankings across key search terms like ‘breast surgery guildford’.

Our approach

We placed a large and tightly-knit dev team on the project to deliver a complex project to a strict deadline:

  • We built the site on the Drupal CMS knowing that it would integrate with Salesforce and a legacy system.
  • We delivered in 45 days to launch in time for the business critical golden quarter.
  • We gathered a lot of custom requirements such as the ability to show 360-degree video walkthroughs and easy-to-update interactive gym class timetables.
  • On launch we provided 24-7-365 support leading to website uptime of 99.99%.

The result

The Nuffield Health business was transformed by a huge upsurge in online enquiries, unlocking large budgets for future online initiatives:

  • In the first year after launching the Drupal website, online enquiries grew to a massive 85% of all new business leads.
  • Significant improvement in search rankings led to an average increase of 188% in organic enquiries across the business.
  • Delivery to a strict 45 day deadline resulted in maximum exposure for our client during the key membership period.
  • This started a long partnership between Content Formula and Nuffield Health, providing design, UX, CRM integration, mobile, 24-7-365 technical support and training support.

"Our online enquiries increased massively following Content Formula’s successful rebuild of our website. I’d like to thank them for their seamless delivery and significant contribution to the fantastic results that the digital branch of the organisation has received to date. Content Formula have become a long term and trusted partner to us and I’d recommend them to anybody."

Solomon Degia, Head of Digital Marketing at Nuffield Health

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020 7471 8500

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