To strengthen visibility and engagement for their Women & Infants services, Hospital Sisters Health System (HSHS) asked Hedy & Hopp (H&H) to develop a conversion-optimized, emotionally resonant landing page. Before partnering with H&H, HSHS did not have a centralized destination to showcase these services. They struggled with inundating users with an overwhelming amount of information on their site, did not have their pages optimized for mobile users, needed to strengthen brand consistency, and required adjustments to their ads’ geotargeting so that users were not limited to specific hospitals.
H&H created a new landing page strategy to achieve HSHS’ goal of strengthening visibility and engagement among expectant mothers and their partners. The new site dynamically surfaces hospital-information based on the user’s location or the ad they clicked. We crafted the page to feel personal, avoiding an overly clinical tone by focusing on storytelling and real-life connection. The tone and warm, inclusive language emphasizes reassurance, confidence, and support for women making a deeply personal healthcare decision. Clear CTAs guide users to next steps. Knowing that most users access the site on a mobile device, we created a mobile-optimized design featuring scrollable modular sections, fast load times, and thumb-friendly CTAs to create a seamless user experience.
In just two months, the newly-designed landing page resulted in:
The landing page won a 2025 Davey Award and an eHealthcare Leadership Award.
Building a webpage that connects emotionally—through images, language, and tone—with users is paramount in healthcare. It’s equally important to make it easy for users to take the next step, whether they are accessing your site on-the-go through their phone or at home on a desktop. Small changes can lead to a big increase in conversions.
Madison Molho, Director of Strategy, Hedy & Hopp
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