The client originally had no organic rankings, so they relied on pay-per-click campaign that was originally less than optimized, and erroneously recorded traffic as organic visits. Part of our optimization process included building out numerous pages on the website for the specific gene mutations that epilepsy patients (or their parents) might be searching when looking for new solutions. This optimization nearly doubled the amount of patient inquiries over what the PPC campaign had been generating. Windmill later revamped the pay-per-click campaign itself, which resulted in a 300% increase in traffic and paid leads, at no additional monthly ad spend.
In addition to helping Pairnomix be found by the right people online, we needed to ensure that the website was informative and engaging to disparate audiences, including healthcare providers and prospective partners. Each audience had a unique need, a unique interest in Pairnomix, and required a unique message and experience from the site. To this end, we started with positioning work to effectively explain who Pairnomix was, and what they did, in general, and with variations tailored to these different audiences. The overall website approach featured blocks for the main audiences or personas on homepage, taking each to an area of the site that’s tailored to them, while general information is available for all audiences. We translated lengthy spreadsheets of operational process information into an easy to digest process infographic to that explains the complexities of their offering.
Pairnomix was involved in a merger and acquisition following the initial website; we helped our client through the transition and applied much of the original Pairnomix website look-and-feel now to the acquiring/combined company website.