Ultimate Nursing Services of Iowa_IM

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Ultimate Nursing Services (UNSI), a specialist in in-home health care and private-duty nursing services, partnered with Innova to build a new website which would serve 2 purposes: raise awareness among potential clients and attract prospective job seekers.

The re-designed site features a new homepage with clear paths for visitors to follow, based on their needs. There is a rotating news feature on the homepage to help keep content fresh. The site also features an employee-only area with company newsletters, surveys and referral forms, as well as a link to order company apparel - an especially useful tool from a human resources perspective, since the companies’ network of nurses is so decentralized and located throughout the Midwest.

Back-end admin features allow UNSI to add/edit job openings, news items and employee-focused content. Innova programmers also developed an online application form which allows users to search, review and apply for a job without ever leaving the site. Innova was responsible for the copywriting, design, development and programming for both sites.

Comparing the same 6-month periods from January to June year-over-year, the new version of the site saw a 20% increase in traffic, nearly tripled in total number of pageviews and more than doubled in pages per visit. The site also doubled in visits from organic search.

Innova also worked with UNSI to create & produce direct mail, radio and newspaper advertising. After a variable data mailing in January 2011, the Ultimate Nursing site saw a spike in traffic over the previous month:

• 70% increase in visits
• 80% increase in pageviews
• 1 minute more average time on site