Redesigning a QHIN‑Ready Platform for Health Gorilla
Project Summary
I redesigned the platform marketing site around QHIN readiness, clarifying value props for compliance‑minded buyers. I simplified the information architecture and aligned copy with procurement language to reduce friction in evaluations. I implemented compliant forms and automation that route qualified inquiries instantly to the right owner. The engagement improved discoverability, sped up handoffs, and made content operations predictable.
Messaging & IA
I interviewed sales and compliance stakeholders to understand how prospects evaluate QHIN readiness. I simplified the information architecture so buyers can self‑serve answers without contacting support. I aligned copy with procurement language so the platform is easy to champion internally. This foundation kept future pages coherent as the product evolved.
Form Automation
I implemented lead routing and enrichment to get qualified inquiries to the right owner in seconds. I added progressive profiling to reduce initial friction while collecting context over time. I instrumented error handling and SLAs so operations could spot bottlenecks quickly. The pipeline became measurable and meaningfully faster from first touch to demo.
CMS at Scale
I created content types for resources, releases, certifications, and partner spotlights with clear relationships. I added approval workflows and editorial statuses so drafts don’t leak to production. I standardized metadata and social previews to keep brand signals consistent. This made publishing routine instead of risky.
Optimization
I audited third‑party scripts, deferred non‑critical work, and compressed assets to pass Core Web Vitals. I set up dashboards that correlate content consumption with pipeline creation, not just pageviews. I instituted a change log so we can attribute performance gains to specific improvements. These practices kept the site fast and the team focused on outcomes.
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