Medical Transport Website

Basin Medical Transportation Website

Project for Basin Medical Transportation

Project Overview

Basin Medical Transportation approached us in 2020 for both software development and website creation. As they continued to grow from both solutions, they identified key frustration points with their existing website. Customers were calling dispatch instead of the brokerage for scheduling, pricing information was unclear, and many didn't understand how their service differed from a traditional taxi. We performed a comprehensive assessment, gathering insights from their pain points and rebuilt their website to address these specific challenges. Using their existing photos and content, we created a clear, informative website that guides users to the right resources. Our SEO audit and optimization efforts resulted in dramatic improvements in user engagement and site traffic.

Project Services

Website Redesign & Development

User Experience Research

Content Strategy & Organization

SEO Audit & Optimization

Clear Service Differentiation

Pricing Transparency Implementation

Call-to-Action Optimization

Mobile-First Design

Analytics Implementation

Performance Optimization

The Challenge

Addressing Critical Communication Gaps

Basin Medical Transportation had grown successfully since 2020 with our software and website solutions. However, as they expanded, several pain points emerged with their existing website that were impacting both their operations and customer satisfaction.

Misdirected Dispatch Calls

Customers were calling dispatch directly instead of their insurance brokerages for scheduling, overwhelming the dispatch team with calls they couldn't help with.

Service Confusion

Many potential customers didn't understand how medical transportation differed from traditional taxi services, leading to mismatched expectations.

Pricing Transparency

Lack of clear pricing information led to numerous inquiries that could have been self-served with proper website content.

Information Gaps

The existing website lacked comprehensive information that would help passengers understand the service and booking process.

These challenges were creating operational inefficiencies and customer frustration, requiring a strategic website redesign focused on clarity and proper user routing.

Our Solution

We implemented a comprehensive website redesign that directly addressed each pain point:

Strategic Information Architecture

We restructured the entire website to guide users to the right information and contacts. Clear pathways were created for different user types, with prominent messaging about contacting brokerages for scheduling.

Service Differentiation

We developed clear, compelling content that explains how medical transportation differs from taxi services, emphasizing the specialized nature of their service and insurance coverage aspects.

Transparent Pricing Structure

We created dedicated sections for pricing information, explaining insurance coverage, private pay options, and what passengers can expect, reducing pricing-related inquiries.

SEO-Driven Visibility

Our comprehensive SEO audit and optimization ensured that people searching for medical transportation found clear, helpful information that answered their questions before they picked up the phone.

Our Process

Pain Point Assessment

Conducted thorough analysis of customer frustration points. Identified dispatch call misdirection issues. Analyzed confusion between medical transport and taxi services. Evaluated existing content for clarity gaps. Gathered feedback on pricing transparency needs.

Content Strategy & Information Architecture

Restructured content to address customer needs directly. Created clear service differentiation messaging. Developed transparent pricing information structure. Designed intuitive navigation to guide users appropriately. Organized existing photos for maximum impact.

Website Development & UX Design

Built responsive, user-friendly website design. Implemented clear call-to-action hierarchy. Created distinct pathways for different user types. Emphasized brokerage contact for appropriate services. Developed mobile-first approach for on-the-go access.

SEO Audit & Implementation

Performed comprehensive SEO audit of existing site. Implemented technical SEO improvements. Optimized content for local search terms. Enhanced meta descriptions and title tags. Set up proper schema markup for medical transport services.

Launch & Performance Monitoring

Deployed new website with analytics tracking. Monitored user behavior and call patterns. Tracked SEO performance improvements. Measured engagement metrics against baseline. Continued optimization based on real user data.

The Results

165%

Active Users Increase

183%

New Users Growth

307%

Engagement Time Increase

Optimized

Call Routing Improved

The website transformation delivered exceptional results that exceeded expectations:

Dramatic Traffic Growth

Comparing the first month of the new site to the most recent month, we saw a 165% increase in active users and an impressive 183% increase in new users, demonstrating the improved visibility and appeal of the new design.

Enhanced User Engagement

The most striking improvement was a 307% increase in engagement time per user, showing that visitors were finding the information they needed and spending time understanding the service.

Operational Efficiency

The clear routing to brokerages and comprehensive service information significantly reduced misdirected calls to dispatch, allowing the team to focus on their core transportation coordination duties.

Sustained Growth

The website continues to serve as an effective tool for Basin Medical Transportation, supporting their growth while providing clear, helpful information to passengers and reducing operational friction.

Explore The Basin Medical Transportation Website

Browse through the website we created to see how we addressed their specific needs

Homepage

Click to zoom

Website Pages

Homepage

Clear service overview and call-to-action routing

Visser Analytics transformed our website from a source of frustration to a powerful business tool. The new site clearly explains our services, pricing, and how we differ from taxis. Our dispatch team is no longer overwhelmed with calls that should go to brokerages, and our online presence has grown tremendously.

Gary Mead

Management, Basin Medical Transportation

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