ICU Medical

ICU Medical is a revolutionary company dedicated to doing good in the world (our favourite kind). They connect patients and caregivers through life-saving IV therapy products, systems and services, and they partnered with us to rebuild their online presence and enhance their sales. The result was a new website built around their customers' needs. A site which allows people to access the information they need when they need it, and ultimately supports ICU to generate more leads.

ICU Medical does amazing work, but they’re determined to do more. For them, being able to reach more people means being able to help more patients. That’s why they wanted to develop a new site from the ground up. One that would drive brand awareness, increase visitor numbers, and scale with the company. Helping them to support even more people with their life-enhancing products and services.

Our approach

First and foremost the new site needed to increase sales. It also needed to accommodate for ICU’s expanding product range since their merge with Smiths Medical and to fix legacy issues with their SEO structure. Website visitors need to be able to immediately see why ICU Medical are the best option for them. They should view the ICU site as a place to have their problems solved, and that starts by being able to find key information, faster Like all good projects, it started with a discovery phase. We took a deep dive into ICU’s world, conducting extensive competitor and audience research to inform our strategy. From there we distilled our findings into four focus areas that would allow us to build a streamlined site - the kind that users can’t get enough of.

Attract prospects

The first thing we prioritised was navigation and search. Focusing on user experience to make sure products are easy to find regardless of people’s individual mental models (how different people interpret info and make decisions). We also wanted to address audience queries by providing responsive, precise information. So we incorporated links to demonstrations, educational resources and FAQ content into product pages. It wasn’t all about the external audience though, we made sure the new site delighted internal users just as much.

Taking the stress away from website editors by making it simple to manage, upload and replace content. With user experience covered it was time for the fun bit - aesthetics. When done right, design does more than just look good, it helps to convey credibility and build audience trust, so we spent time crafting a visual identity which did exactly that for ICU.  To top it all off, we combined the new website with a targeted SEO strategy designed to develop their authority. Resolving existing SEO issues and allowing visitors to find products at the point of search to increase ICU’s leads.