Hunter Healthcare

Before working with Digital NYC, Hunter Healthcare faced several issues:

• Low visibility in search engines — only a small set of relevant recruitment keywords were ranking
• Outdated site structure — the site didn’t reflect the modern, strategic services they offered
• Unclear user journeys — job seekers and NHS hiring teams had no direct paths to content or conversion
• No analytics or visibility into performance — the team couldn’t track what was working
• Difficult to update — the old CMS made simple changes time-consuming

The goal was to rebuild the entire digital experience—starting with search, then content, then design.

Digital NYC delivered a complete redesign, content restructuring, and SEO strategy aligned with actual user behavior and the company’s business goals.

1. Rebuilding UX Around the User Journey

We began with journey mapping focused on two primary audiences: job seekers and NHS hiring teams.

For job seekers, we introduced:

• A dedicated job seeker entry path directly from the homepage
• Job pages with simplified layouts, clear application buttons, and mobile-first formatting
• Intelligent grouping of roles by urgency, location, and specialization
• Visual interaction patterns (scroll-based sections, hover states) to enhance exploration

For NHS hiring teams, the redesign included:

• Sector-specific landing pages that made services easy to explore
• Prominent access to executive and interim recruitment information
• Early trust signals (case studies, client logos, testimonials) placed before forms
• A streamlined contact form experience with minimal steps and clear expectations

The user journey map and UX visuals helped align these updates with user needs.

2. Updating the Visual System and Messaging

The original site didn’t communicate the level of service Hunter delivered. We created a system that did.

• A refreshed homepage emphasized credibility, outcomes, and experience
• Client stats and success metrics were used to build trust
• Messaging was rewritten to be clear, direct, and sector-aware
• Visual hierarchy and modular layouts helped users scan content quickly
• A lightweight animation system brought life to the site without hurting the performance

The animation interaction video and design previews show this update in action.

3. Creating a Scalable SEO System

Search visibility was a key part of long-term growth. We didn’t just apply technical fixes—we built a system that the team could manage internally.

Strategies included:

• Full technical SEO audit to identify crawl, metadata, and speed issues
• Keyword mapping for high-intent phrases across NHS hiring and job-seeking categories
• New landing pages structured by role type, service line, and region
• Intelligent internal linking to build topic relevance
• SEO dashboard setup with Semrush, Screaming Frog, and Google Search Console

Long-Term SEO Impact

The new SEO structure helped Hunter grow without relying on paid ads.

• Organic visibility expanded across more than 10 service categories
• New roles and services began ranking within weeks of publishing
• The CMS structure allowed the internal team to publish SEO-friendly content independently
• Performance remained consistent and scalable post-launch

Hunter’s SEO wins weren’t one-time boosts—they became part of how the site functions.

Timeline & Tools

The project ran over 12 weeks from kickoff to launch.

Tools Used: Figma, Notion, Semrush, Screaming Frog, Sitebulb, GA4, Hotjar

SEO Growth

• ‍‍Keyword visibility increased across 10+ recruitment and healthcare niches
• High-ranking terms included “NHS executive recruitment,” “healthcare interim roles,” and regional services
• New content consistently ranked on page 1 after launch

As shown in the SEO performance chart, visibility gains were measurable and sustained.

Organic Traffic Increase

Traffic lifted within the first 90 days post-launch:

• Increased sessions from search, particularly to sector pages and job content
• Lower bounce rate, longer time on site, and higher scroll depth
• Visitors engaged more with contact and job-related content

The traffic dashboard reflected clear growth across KPIs.

Candidate and Hiring Conversions

The site’s conversion flow improved across all tracked actions:

• More views and starts on job applications
• More brochure downloads and case study views
• Contact forms received more qualified leads from NHS partners

These trends were visible in the recruitment metrics graphic shared post-launch.

Metrics That Mattered

To track success, we measured:

Performance & Visibility:

• Organic traffic
• Keyword rankings
• Bounce rate
• Core Web Vitals

Engagement:

• Time on site
• Scroll depth
• Sector page interaction

Conversion:

• Application starts
• Contact form submissions
• Resource downloads

GA4 and Hotjar dashboards gave Hunter’s team the ability to monitor and adjust without needing outside help.

Why It Worked

Every part of the redesign was tied to audience needs and long-term scalability:

• UX was structured around real user paths
• SEO was baked into page design, not tacked on after
• Messaging was rewritten to clarify value, fast
• Internal workflows became easier, faster, and more flexible
• Analytics were set up to track what mattered most

Hunter Healthcare now has a digital system built to grow and scale with them.

Key Outcomes

• Page 1 rankings across 10+ NHS and healthcare service terms
• Sustained growth in organic traffic within 90 days
• Improved conversions from both candidates and NHS teams
• Fully mobile, compliant, and scalable infrastructure
• Internal control over future publishing and updates

Ready to Restructure Your Healthcare Site?

We build digital systems for healthcare, recruitment, and other regulated industries. If your site is holding you back from growth, we’ll help you fix the foundation.

Book a Strategy Call or email info@digitalnycagency.com.