eDoctors: Revitalized Content Portfolio Drives Organic Growth & ROI

Role: Content Strategy Lead, Team Leadership, Product Ownership, Cross-Functional Alignment

The Challenge

Large content libraries across 30+ sites, but stagnant traffic. Siloed teams, no unified vision, weak audience research, and legacy tech led to retention loss and underperformance against lead-gen goals.

The Approach

Led full portfolio turnaround:

  • Unified editorial/product/design around sales-driven growth strategy.

  • Audited content; refreshed style guides with medical board oversight for E-E-A-T.

  • Gap analysis → SEO roadmap targeting high-intent health topics.

  • Resurfaced 1000s of Q&A/article pages to match search intent.

  • Added schema, structured data, technical SEO with engineering.

  • Directed 3 editors + freelance/physician network; scaled QC workflows.

  • Migrated from proprietary CMS to modern PHP architecture.

  • Overhauled UX/UI/navigation for trust and consistency.

  • Built lead-gen tools + ROI dashboards tied to business outcomes.

  • Instituted governance, reviews, and docs for sustainability.

Results

Transformed legacy assets into authoritative health hubs:

  • Sustained YoY organic traffic growth.

  • Higher engagement, conversions, retention.

  • Modern tech/editorial foundation restored strategic value in health vertical.

Before

  • Stagnant traffic,

  • silos

  • Legacy CMS,

  • no E-E-A-T

  • Pageviews focus

After

  • YoY organic growth,

  • unified teamsLegacy

  • Modern PHP, schema/SEO optimized

  • ROI-tied dashboards

New Homepage (Above the Fold): Modernized design reflecting the new health framework — clear navigation, patient-centered, localized calls to action, and an SEO-optimized content hierarchy that improves engagement and trust.

New Homepage (Above the Fold): Modernized design reflecting the new health framework — clear navigation, patient-centered, localized calls to action, and an SEO-optimized content hierarchy that improves engagement and trust.

Legacy Homepage (Before Redesign): Outdated layout and architecture that lacked cohesive branding, usability, or clear pathways for audience conversion.

Legacy Homepage (Before Redesign): Outdated layout and architecture that lacked cohesive branding, usability, or clear pathways for audience conversion.

Unified Health Framework (Across 13 Websites): The new health platform framework — a scalable, responsive design system — replaced 13 legacy sites. Each property shared a cohesive structure, SEO-friendly architecture, and user-centered experience tai

Unified Health Framework (Across 13 Websites): The new health platform framework — a scalable, responsive design system — replaced 13 legacy sites. Each property shared a cohesive structure, SEO-friendly architecture, and user-centered experience tailored to its medical specialty.

Article Library: A key pillar of the content overhaul, thousands of legacy articles were audited, transformed, and restructured into a modern, SEO-driven library that improved discoverability, readability, and user trust.

Article Library: A key pillar of the content overhaul, thousands of legacy articles were audited, transformed, and restructured into a modern, SEO-driven library that improved discoverability, readability, and user trust.

Before-and-after comparison of the doctor appointment page, illustrating the shift from static, confusing layouts to a streamlined, patient-friendly experience that improved engagement and lead flow.

Before-and-after comparison of the doctor appointment page, illustrating the shift from static, confusing layouts to a streamlined, patient-friendly experience that improved engagement and lead flow.

Data-driven decision-making was central to our transformation. I built systems to track competitive benchmarks, traffic trends, and site performance, using those insights to prioritize initiatives and measure impact across the portfolio.

Data-driven decision-making was central to our transformation. I built systems to track competitive benchmarks, traffic trends, and site performance, using those insights to prioritize initiatives and measure impact across the portfolio.

Next

Editorial Transformation