The Priory Group is the largest independent provider of behavioural healthcare in Europe. They are committed to providing the best care and treatment for people with addictions, mental health and eating disorders, supporting the needs of over 30,000 people annually at more than 500 sites across the United Kingdom.

The Challenge

The website plays an instrumental role in presenting The Priory and its services to several user groups including service users, their families, and medical personnel. 

Their previous website had become tired from a design perspective, the UI was convoluted, and the CMS ponderous. The Priory's new website needed to effectively present the treatment and rehabilitation programmes to prospective service users, help GPs and medical personnel in finding Priory specialists, and deliver an enhanced content-editing experience for The Priory's Digital Marketing team.

Our aim was to develop a new online experience that would boost organic traffic, improve the user experience and, ultimately, increase enquiries.

Our Solution

We worked closely with The Priory's Digital Marketing team, sharing and evolving ideas via several Discovery sessions. We agreed that the website should avoid an overly clinical feel that most organisations in this sector follow and, therefore, we created a design system that incorporated warmer, smoother elements. Key brand elements have been retained for familiarity, whilst imagery has a personal feel with a focus on the people, rather than wards and rooms.

The website also incorporates a search function for service users and their support network to find a hospital via location, condition, and/or specialist, a smart Depression Assessment tool, and integration with a third-party CRM for storing web enquiries.

Content is very important to The Priory for driving organic traffic, supporting users in finding the right help, and directing medical professionals.

As part of the design process, we created 15+ custom content components including a banner, teaser, accordion, text areas, and video. With Umbraco, Priory's marketing team can build custom landing pages - for the various conditions, The Priory's hospitals and wellbeing centres, and medical specialists - by placing these components in any order via a page builder tool. They can also create "client stories", an especially designed area to present service users' first-hand insights and testimonials.

Finally, Umbraco incorporates the latest SEO and meta tools. Our development follows best-practise implementation, providing The Priory with a strong technical foundation for performance and SEO.

Results

In the 12 months following launch, the new website recorded some outstanding results:

• 71% increase in organic sessions
• 60% increase in enquiries
• 99% increase in addiction assessment form submissions

James Cordall, Head of Digital Marketing, The Priory Group

“I have worked with CSI Media for the development of six website builds now, and have been thoroughly impressed by their work. They make my job easy as they always deliver and think outside the box.

“CSI Media were hands-on from day one. They did all the design, coding, developing, and cultivating the hosting environment. They outperform any other agency we work with and go above and beyond what we’d expect.”

CSI Media

CSI Media is an award-winning web development agency located in Cheshire near to Manchester. Contact us via enquiries@csimedia.net or call 0344 873 0073 to discuss your next project.