‘We want a new corporate site for users with over 100 different languages’ the client said.
But since research showed that not only the language but also the cultures of the visitors differed a lot, we decided to design a template to target these different users and the convert them towards one simple corporate site. This prevented an unnecessary complex corporate site using translation functionality and helped strategic step-by-step development starting with the biggest target groups first.
The specific language and slang on the landing pages are important to get good Google rankings. In some countries for instance, mental problems are named ‘head ache’ or ‘head problems’. The page consists of pictures and stories of a person the visitor can easily relate and a check list to counter famous prejudices about privacy, voluntary treatment etcetera.
The landingpages needed to be available for mobile devices since most of the visitors would be younger people looking for themselves or family in the privacy of their own device (and not the public computer in the living room).
Homepage: Research learned that the presence of a famous doctor within the community was essential for the online trust of the institute.
Underneath visitors could easily make an appointment, do a screening or just check the nearest location.
Also the corporate website ends by countering prejudices about mental health care since the health care practitioners indicated this as a specific problem.
The landingspages are easily duplicated by changing the picture, color and stories. A strategic choice since the institute needed so much landing pages. Again the quotes are in the slang of the specific culture, investigated with help of the healthcare professionals.