CMS Platform: Sitefinity
The initial challenge of the company was merging two brands, Invo Healthcare and Progressus Therapy into a single, unified brand. Before working with Bayshore Solutions, each brand had two separate URLs, logos, and identities in the Healthcare marketplace. Having acquired Progressus Therapy, the Invo Family of companies needed a logo, color palette and website that was indicative of their unified effort.
Along with the branding challenge, both had their own technology solution for job searches. One hosted their job board on Salesforce (HTML) and the other on BullHorn (iframe). Part of the solution had to include combining the contents of both technologies while addressing two main pain points: 1) Mobile-friendliness and 2) Boards being crawlable by third-party job board partners.
The final challenge the new site had to resolve was the accommodation of two different audiences. The first audience is users looking for a job (careers), but the second audience is users looking for employees (clients).
From a branding and website perspective, the Bayshore Team was able to help Invo Healthcare define their new brand identity by analyzing the company’s values, the services they provide, their target market, and many other attributes which helped determine how this new brand should be positioned in the market. The results were a new logo, new website, updated color palate, fonts, style, etc. that were in line with the identity of the new brand and would resonate with their target audience.
Sitefinity was chosen as the CMS platform of choice for the new website because it was able to accommodate custom API integrations, an architectural structure of page templates, that were used as multiple websites, under one admin and custom .NET solutions which would satisfy client needs. The platform is also portable and can be developed/extended by any developer who knows the .NET architecture. Invo Healthcare liked that they were not “married” to Bayshore Solutions for website revisions.
For the job postings, all the Bullhorn listings were migrated over into Salesforce and the new solution had an HTML job posting grid placed on the website that was fed by an API integration. The grid was made mobile-friendly and it was crawlable by third-party job board partners, solving the two pain points mentioned above.
Finally, by leveraging a strategic sitemap, custom page templates and vanity URL’s, Bayshore Solutions was able to build Invo Healthcare an environment that could house two websites in one platform, addressing the issue of catering to two different audiences from one place.
With Bayshore Solutions as their partner, Invo Healthcare was able to unify two brands, accommodate one central job posting board, and have a new website that satisfied their needs and those of its target audience.
Comparing overall analytics on the new website for the first 12 months, Invo Healthcare saw vast improvements.
- Sitefinity’s Website of the Quarter Q1 2018
- Horizon Interactive Gold Winner
- 14.37% Increase in New Sessions
- 9.29% Increase in Pages Per Session
- 4.07% Decrease in Bounce Rate