Today we launched boulderintegratedhealth.com, the company website for Boulder Integrated Health. BIH is an adult outpatient treatment center in Boulder, Colorado. They specialize in addiction recovery and mental health wellness programs. They also off a variety of therapeutic health services.
BIH launched their company with a basic Wix website, but the initial site didn’t do a good job at relaying their offerings in an organized, cohesive way. BIH was keenly aware of this, and in March 2020, they partnered with us to redesign their website.
In developing the new BIH site, an interesting marketing challenged cropped up. BIH was branded mostly as an addiction recovery center, but in reality, 70% of their clients were enrolled in mental health services like counseling and psychiatry, with no co-occurring addiction substance abuse disorders. So how do you market the business when the company flagships addiction recovery programs, but its website visitors are mostly looking for mental health programs?
This problem isn’t necessarily a business development or copywriting issue, it’s a problem of working with evolving markets that deal with people-services. BIH can’t simply niche in on a subset of treatments, especially when the entire industry of outpatient therapeutics starts to lean into holistic physical, mental, and spiritual health, no matter the disorder. So, multiple call to actions and new verbiage had to be implemented into the marketing copy. Phrases like “holistic treatment”, “co-occuring disorders”, “complete continuum of programs”, “experiential programming vs. traditional programming”, “individual case management” all had to be invented essentially, and worked into the copy without reading like confusing jargon.
Additionally, it was important to carefully outline and separate between individual programs and services. BIH needed to be able to say “hey, we have hardcore addiction recovery programs, but we also have this and this therapeutic services that we can provide for you in standalone way.” See their website for examples of the delineation between all of BIH’s programs and services.
Normally, I’m a stickler on having the simplest call to action funnels possible. But, there are some places where we introduce complexity and have to say “If you need this go here, else, go there.” implying that we have to make BIH’s potential clients who visit the website think a little bit when they’re searching for info, which has the potential to disrupt the sales funnel by introducing complexity and being unfocused.
Finally, I learned some new methods for developing responsiveness and having spots for content to be interchanged should new offerings or developments arise. For example, this new BIH site was developed and launched during the COVID-19 crisis in March-April 2020, so there need to be popup modals and news-block sections for that kind of info. As far as responsiveness goes, I’ve started developing for a 13″ monitor form factor that scales to 27″ screens and beyond.
As a web developer, I have a nice 27″ monitor. But, most of Ladner Studios’ clients so far have been viewing our final work on 13″-15″ or equivalent 23″ zoomed to 13″ resolution monitors. Basically, if the website doesn’t look good on a 13″ screen size tester, the user experience has the potential to not be great for the majority of site visitors. The 13″ view should then scale to 27″ and wider, although I usually develop backwards to 13″ designs from 27″ since I develop on a 27″ screen. This can be dangerous if an initial design or grid layout works well for 27″ but then doesn’t scale well to 13″ in some irreparable way. This irrereprability of responsive design from 27″ -> 13″ happened on this site, triggering a small scale redesign of the entire thing. Luckily I caught it early, but it definitely could have been avoided. I was just married to my initial design which turned out to be no where near as good as the eventual final product.
Mobile and Tablet can be much easier to design for since totally different website designs are served to 1025px (default tablet width breakpoint) and 768px (default mobile width breakpoint) screen resolutions. Currently, all screens 13″-27″ are served the same website design, so all design elements must scale accordingly. The mobile designs are derived from the primary desktop design and simplified, with font sizes, white space, and column stacking adjusted.
Boulder Integrated Health is now in a position to run PPC ads or SEO operations and funnel to an excellent website that converts clients. We hope to work with them in the future on more digital strategy projects.