summary
Cumberland Heights is a nationally recognized alcohol and drug treatment center located west of Nashville, Tennessee, offering both in-patient and out-patient services for individuals as well as programs for family members. With over 40 years of experience caring for the whole person, Cumberland Heights has the experience and programs to bring hope for recovery for people struggling with addiction. With an established website presence, this long-term client needed more than just award-winning design. Cumberland Heights needed a better way to be found in the search engines, a way to take online donations, and an easier way to manage and maintain their content. With this in mind, In10sity answered the call.
challenges
When you’re in a field that caters to so many audience types, building an effective website around their needs is crucial – and not easy. Cumberland Heights not only needed a website that was to serve a minimum of five distinct audiences but, more importantly, the site had to be found in the top search engines. It was Cumberland Heights’ mission to make it easier for each type of visitor to find them on the Internet and to easily find the information they needed once they got to the site.
solutions
Before even lifting a virtual paintbrush in Photoshop, In10sity worked with Cumberland Heights to define the various constituencies they serve. The purpose for this important exercise was two-fold: to help organize the information on the site and to perform keyword research. The outcome was interesting. The most obvious users of the site were the patients: men, women, and adolescents. However, we couldn’t forget the fact that the patients’ families were just as important, if not more. In fact, family members are often the ones conducting the initial searches on behalf of their loved one. Armed with this information, In10sity not only created a site navigation system around the programs for each audience member, but also created specific search engine landing pages that matched the keyword phrases hand-in-glove. Using these same keyword phrases, In10sity optimized their use on the site itself while implementing them into a Google Pay-per-click campaign that would build traffic and bridge the gap while organic search engine optimization took root. Once this structure was in place, it was up to the In10sity production team to execute. In addition to great photography, solid copy, and a new secure online donation system, In10sity upgraded Cumberland Heights’ administrative back-end to the 2.0 version of the inPower Content Management System. Now, Cumberland Heights has the right kind of visitors through search engine visibility, the right kind of information based on solid research, and the right kind of tools to make using and updating the site easier than ever before.
