An NEMT Site That Quit Sending Calls to Dispatch

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.

Services delivered

• 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 problem

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.

The process

1. 01

   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.

2. 02

   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.

3. 03

   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.

4. 04

   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.

5. 05

   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.

Outcomes

The website transformation delivered exceptional results that exceeded expectations:

165% Growth

Dramatic Traffic Growth

307% Increase

Enhanced User Engagement

• 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.

SEO Performance Results

Dramatic improvements in search visibility and organic traffic within months

• Achieved #1 rankings for multiple major keywords in their service area
• 166% increase in search impressions demonstrates improved visibility
• 42% increase in organic clicks translates to more potential customers
• Strong market presence established for medical transportation services in the Basin region

Visser Analytics made our system work more efficiently, saving us time and money. We would definitely recommend them to anyone needing a system built or upgraded.

Gary Mead , Management , Basin Medical Transportation