Website Redesign and Content Strategy for VITAL WorkLife
Digital Integrity Optimization and Growth-Driven Design for B2B Behavioral Health Organization
Introducing the Story of VITAL WorkLife
From EAP pioneer to holistic well-being champion, VITAL WorkLife's story spans over 40 years. Originally focused on providing employee assistance programs in Minnesota, they've grown into a national leader, supporting both individuals and organizations with diverse solutions. They go beyond traditional counseling, offering confidential coaching for executives, physicians, and everyday life, alongside helpful concierge services for childcare, eldercare, and even financial guidance.
Their digital hub, including a mobile app and member websites, empowers users with self-assessment tools, educational resources, and wellness programs – all aimed at reducing workplace conflict, managing stress, and building healthier work environments. They've seen success in supporting medical professionals with specialized programs and helping countless organizations improve communication, boost employee morale, and ultimately thrive. Whether seeking individual support or broader organizational solutions, VITAL WorkLife has the tools and expertise to navigate the complexities of work-life balance and unlock individual and collective well-being.
The Challenge
This challenge came at the heels of a major rebranding that needed to be reflected on the VITAL WorkLife website to increase web traffic and leads. The O8 team was tasked to help modernize standards, implementing innovative features and ideas on a tight timeline. The site introduced this brand new look— a positive departure from the 2018 version—more refined, with more swagger and confidence as the leading mental health and well-being expert for healthcare organizations and their workforce. This also entailed utilizing VWL's new brand voice: an authentic, conversational tone that conveys understanding and expertise.
The Scope
Website Development and Design, Growth Marketing, Search Engine Optimization (SEO), Lead Generation, Data and Analytics, HubSpot Support and Training, Content Development, and Website Maintenance.
Why VITAL WorkLife Chose O8
VITAL WorkLife selected O8 for this engagement for a few key reasons. Foremost, they sought an expert technical partner and cross-functional team who deeply understood their mission, driven by integrity, transparency, technical excellence, and a team of marketing industry veterans.
This was supported by O8's proven track record of success in similar endeavors, such as 2x conversion rate improvement for a similar client, deep medical and healthcare industry experience, and cutting-edge Growth-Driven web design and development expertise.
As a Hubspot Gold partner, O8 was also well-postured to combine beautiful, cutting-edge design elements that integrate the brand positioning and value proposition with the three facets of digital integrity optimization: SEO, CRO, and UX. This visually appealing, technically sound approach is proven to increase leads, boost brand awareness, and build client loyalty by presenting value propositions and web content in a compelling way that will resonate with a target market.
How O8 Responded
O8 responded with a holistic web design approach and repeatable process that involved a series of strategy sessions to compile and deliver SEO research, sitemap structure and functionality, and design direction. Following the initial discovery, O8 worked with VITAL WorkLife to draft neuromarketing-informed wireframes of its top 8 pages (to start), followed by beautiful, modern design drafts to inform the full site redesign. O8 was also able to update current modules to reflect the revised look and feel of the new brand to create a more streamlined and less blocky look, including the use of animation, hover effects, etc.
Working in agile 2-week sprints, O8 delivered technical Conversion Rate Optimization and Search Engine touchpoints to optimize while incorporating VWL's new brand voice, positioning, and value propositions. After that, the O8 development team completed highly technical back-end and creative front-end development, collaborating closely with VWL, using an agile approach.
The Results
14
New designs developed
2
Subpage module templates developed
1 on 1
Content discovery interviews
15+
Webpages updated with content
"I've been extremely happy with the strategic guidance and technical expertise provided by O8 in developing our paid search and paid social programs. They are a valued and trusted partner who is helping us meet our business objectives in a technically advanced and rapidly evolving space. I would recommend them without hesitation for their knowledge, high ongoing levels of customer service, and willingness to go above and beyond in meeting and exceeding our expectations."
