Malvern Behavioral Health: Visual Content & SEO
Visual Content & SEO
Achieving meaningful website visitor engagement with impactful visual content.
Malvern Behavioral Health, an inpatient behavioral health facility, provides person-centered, trauma-informed care for individuals with mental health disorders. Striving to meet each person where they are, the recovery-trained staff ensures every participant has an active role in their treatment goals and path to recovery.
The Challenge
Having established a lot of helpful content on their website, Malvern Behavioral Health wanted to refine their online search presence, improve user experience, and foster long-term audience relationships. To meet these goals, the client wanted a marketing strategy that would heighten the impact of blogs with user-friendly mental and behavioral health resources. And a way to give visitors helpful information they could take and share, even after their website visit ends.
Our Strategy
Collaborating closely, our content, SEO, and design teams developed a plan prioritizing the client’s goals. After conducting extensive keyword research, we created a detailed visual content calendar that included downloadable PDFs, infographics, pocket guides, and more. Our goal was to publish relevant and memorable visual pieces that would boost engagement, drive conversions, and increase audience retention.
The Results
Since publishing visual content, we’ve seen significant increases in blog performance. From January 2024 to October 2024, engaged sessions for blogs improved by 168%, with 345 total file downloads. We also saw that the average engagement time for blogs was 1 minute and 11 seconds, which is 36.5% higher than the average time users spend on blogs. Today, many of the top performing ones on their site include visual content.
“I have been working with the Tower team since 2011 and have always found them to be responsive and extremely knowledgeable about all aspects of digital marketing including SEO and SEM. Over the years, Tower has designed several websites which have resulted in increased website traffic and brand recognition.
Most recently, in 2021, we contracted with Tower to implement SEO strategies for one of our websites. At the beginning of the project , our website was getting about 1K sessions and about 800+ clicks per month. Our SoV was 4.02% and Ave Position was 41. Currently, we have quadrupled our sessions and clicks to over 4K and over 3K respectively. Our Ave Position is now around 18 and SoV is 12.67%.
We have seen a steady increase in conversions to key events, which have also increased by almost 100% vs Prior Year. We have been interacting with more patients and their families from all over the Mid-Atlantic region as a result of Tower’s SEO efforts!”
Jerry Kosmin MHA, MS, LPC, Corporate Director of Business Development, Malvern Health
