Our client was a company that sells a domestic antiviral drug “Triazavirin”. We were tasked with developing a new website specifically for this drug, as well as to carry out SEO promotion. Both were necessary to attract more potential customers and increase the number of sales.
Project features
Our agency DigitalMust acted as the contractor for the project, and the head of the agency was the GREEN ADVERTISING team.
The drug already had a website, but upon detailed analysis it was very old, made on HTML files, poorly functioning and attracted few people. The design was also somewhere on the level of 2002, so the project needed an upgrade.
Our primary task was a full audit of the project, to analyze the mistakes that were made there and exclude their appearance in the new development. After the analysis, we needed to create a new site with subsequent SEO-promotion.
What do we need?
We formulated two clear goals:
- To develop a new, modernly designed and, most importantly, fast website for the antiviral drug “Triazavirin”, which should stand out against the competitors and perform its task: to inform about the product.
- Conduct SEO-optimization and increase traffic through informational queries.
Development of the new site
Before the start of development, my team and I organized a brainstorming session, where we lined up a specific chain of actions, what we need to develop a high-quality and fast website. In the end, our path was as follows:
1. Formation of TR. First of all, we formed the most detailed terms of reference, which covered everything we would have. What the site should be like, how it will function, what pages there will be, what menu we should have, whether the catalog is important, how we will be able to buy the preparation, etc. The next step is an obligatory part of any project: approvals. We discussed it with the client, made some amendments, then discussed it again and, having received approval, we proceeded directly to action.
2. The programming language. When choosing we kept in mind the idea that we need a fast site. Therefore, for development we chose Laravel framework in PHP. There were two ironclad arguments in its favor:
- We were very familiar with the framework, since we had done projects in it before;
- Laravel’s key feature was maximum flexibility and implementation of all the client’s wishes with the ability to create a very fast website.
Since our task was not only to create a website and give it away “free floating”, but to further engage in SEO-optimization and achieve the set KPIs, the choice was made.
3. Design. At the time of website development, the brand “Triazavirin” was undergoing a rebranding, so we developed the design on the basis of a ready-made brand book. It turned out modern and concise. In the basis of the recognizable colors of the corporate style, a lot of space and air. Navigation in the menu was designed so that the user was the most convenient and intuitive to work with the site.
4. Administrative panel. One of the key points in the ToR was the creation of an admin panel. It was important for the client to be able to add news to the site and change the content pages themselves. Everything should function easily and understandably, and be convenient for any user. At this stage we worked very closely with the client, to take into account all the wishes and fix bugs.
5. Information pages. The site had a “Journal” section, where in the future we were going to place informational content in different categories.
We knew beforehand that the articles on medical subjects would be very complicated and voluminous. Therefore, to make reading easier, we created a “Table of Contents” block, which allowed us to simplify the process of finding the necessary information on the page. While reading the article, the “sticky” block always stays on the left and the user can move on to the right paragraph at any time.
In the final stage of development we tested the site several times and fixed bugs, so that no picture was flying off and all files were loaded correctly.
The result is a modern, updated, and, most importantly, fast site with maximum caching system for the antiviral drug Triazavirin.
SEO optimization
Toward the end of the development we moved on to our second task, SEO-promotion, in order to begin optimization as soon as the new site is rolled out.
1. SEO audit. We “looked ahead” and already at the start of the development took into account all the requirements of search engines. We looked for technical mistakes on our old site and the competitors, and wrote out what we had to do, and with what the problems were not.
2. Content. We decided to get organic traffic to the site through informational articles on the blog, so our strategy took this into account. And we tied KPIs to informational articles, too.
We assembled an extensive semantic core with informational queries, then coordinated all the topics by month with the client and began writing. Articles on medical topics have a lot of nuances that are related to health, instructions, and active ingredients. Therefore, we spent more time looking for reliable and competent information to avoid possible errors.
The emphasis was placed on the elaboration of meta tags and increasing CTR from search engines. With the same positions, we were able to get more traffic.
3. External promotion. To increase the authority of the resource, we bought quality links every month. First conducted an analysis of the reference mass of our site and competitors, then made a plan for the purchase, chose donors and began the work.
The results
During 8 months of work we managed to attract a lot of traffic to our informational requests thanks to the optimized texts. External factors also interfered in the process of promotion. At the moment of peak COVID-19 interest to medical sites and antiviral drugs was maximal.
Non-brand traffic figures increased more than 45 times. Data excluding organic traffic from the home page and the Instructions page:
- 2 025 visitors in September 2021
- 90 583 visitors in February 2022
With the help of competent website development and SEO-promotion we were able to bring most of the information queries into the top 10, which will attract traffic to the site for a long time to come.