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Dental education homepage

& articles

My role: Lead UX Writer

The challenge: For customers and Sonicare-curious visitors not ready to commit to the high price-point of the smart toothbrushes required to connect to the app, it was important to provide 12 easy-to-find, easy-to-digest oral care articles, primarily geared toward education of good oral care habits, and secondarily guiding viewers to relevent Sonicare products. To drive traffic improvements, I partnered closely with the SEO team to help identify topics and keywords needing to be covered within the content.

The goal

SEO results showed a strong indication that the Sonicare brand excelled with mid-funnel engagement – as it pertained to product purchases – but lacked in top-of-funnel and post-purchase (nurture) engagement.

The goal of the homepage and articles was:

Develop an educational (but conversationally framed) home page, along with a series of SEO-led oral healthcare articles, intended to 1) introduce Sonicare to new customers in a compelling way, and 2) provide a data-driven (but easily comprehended) location for customers to find relevant, up-to-date oral healthcare information.

General UI

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Content details

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The homepage

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Article snippet

The process

The content requirements

Educational home page copy and 12 comprehensive long-form articles

  • Each article needed to maintain 5%-7% SEO keywords

  • Each article should link to a topic-relevant Sonicare product

The stakeholders

Due to the healthcare aspect of the content

  • SEO and data science were identified as key partners to drive traffic and engagement

  • Frequent consult with Clinical and Legal to verify the efficacy and accuracy of the subject matter

  • Ongoing collaboration with Marketing, Design, and Engineering to align on experience design 

The research

Ongoing rounds of testing for continued validation and opportunities for revision

  • Pre-launch: Collaborate with SEO to identify keyword strategy

  • Post-launch: 30/60/90-day SEO tracking with metrics focused on overall traffic, unique users, and time spent on article pages 

The learnings

The metrics

An average of 15% increase in SEO traffic and UUs, but short times spent on the article pages

The relationship

Visitors are interested in learning about their oral healthcare, but don’t want to read (or interpret how generalized healthcare content is personally relevant)

The next steps

Develop a feature that fulfills the main takeaways (which led to the app's Progress Report)

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