People tend to struggle with understanding what Included Health does and what we offer. Our web presence—which is where most people came to learn about us—was not effectively telling the story of Included Health, and we therefore weren’t seeing the activation or utilization rates we wanted. 

I partnered with the web and design teams to overhaul our web presence, establishing an entirely new homepage to tell a clearer story while also recreating client-specific landing pages. I established a cleaner hierarchy, more robust messaging, and even worked directly with clients to get their buy-in. Ultimately, we saw a 30% increase in registration and 20% YoY growth in utilization.