The goal
Turn traffic into action, not just attention
A healthcare technology company needed its website to do more than inform—it needed to convert. While traffic was arriving, user behavior revealed friction in the journey: unclear paths, underperforming calls to action, and content that didn’t fully align with visitor intent. The goal was to transform the website into a performance engine that guided users toward meaningful engagement.
The strategy + approach
Designing for intent, not assumptions
KNB implemented a performance-driven optimization and content strategy grounded in real user behavior.
The approach focused on:
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Refining site structure to reduce friction and improve flow
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Strengthening calls-to-action aligned to user intent
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Clarifying messaging to ensure content answered the right questions at the right moment
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Optimizing high-impact pages to support deeper engagement and conversion
By aligning UX, content, and analytics, the site was restructured to convert attention into action.
