From Awareness to Lead Generation: How a Targeted Website Update Transformed a Life Sciences Company’s Digital Presence

A year ago, we launched a website for a life sciences company that was still in its early stages. At the time, there were no commercially available products or services. The site’s purpose was clear: introduce the company, build awareness, and tell its story to potential partners and investors—many of whom were meeting the team offline.

Fast forward a year, and everything had changed.

Offerings had matured. Products and services were now commercially available. The company’s goals shifted from generating awareness to driving leads, conversions, and commercial engagement. Their website needed to evolve—quickly.

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The Challenge: Evolving Without Starting Over

A full website redesign wasn’t necessary. The existing site still reflected the brand and design language. But the strategy needed to change. The site needed to:

• Target search visibility for relevant commercial keywords
• Support lead generation with stronger calls to action
• Align site structure with new offerings
• Present comprehensive product and service content in a clear, digestible way

This project was a perfect fit for a phased approach—updating the site strategically, without rebuilding from scratch.

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Step 1: SEO Strategy and Keyword Research

From the start, search visibility was a top priority. We conducted thorough keyword research to identify:

• Terms potential customers were actively searching for
• Competitive keywords used by similar companies
• Phrases with both commercial intent and achievable ranking potential

These findings shaped every aspect of the update from menu structure to page content.

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Step 2: Structuring New Content for Search and Users

The client came to us knowing that roughly seven new pages were needed to support their expanded offerings. We collaborated to determine:

• How these new pages should be integrated into the menu
• Whether existing pages should be consolidated, updated, or left untouched
• The most effective hierarchy for navigation, SEO, and user flow

For each new page, we developed content templates that guided the client’s subject matter experts. These templates included:

• Recommended keywords and phrases for each page
• Guidance on content length (many pages exceeding 1,000 words to match competitive benchmarks)
• Instructions to keep content focused on buyer intent and value propositions

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Step 3: Wireframing for Clarity and Conversion

Dense, keyword-rich content can be powerful for search engines but overwhelming for human readers if not handled carefully. We developed wireframes for each page to:

• Present information in a clear, logical flow
• Break up text with visual hierarchy and supporting graphics
• Highlight calls to action in the right places
• Maintain a clean, professional look consistent with the brand

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Step 4: Copywriting and Messaging Refinement

Our biotech-specialized copywriter refined the page drafts to ensure:

• Messaging was consistent across all pages
• Content spoke directly to the company’s target audiences
• Complex concepts were explained clearly and credibly
• Calls to action were specific, visible, and aligned to business goals

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Step 5: Design and Development

Our senior designer then translated the wireframes and refined copy into fully designed pages:

• Custom graphics complemented the content
• Page layouts stayed consistent with the site’s brand identity
• Prominent CTAs were incorporated for lead generation

We built the new pages in WordPress within the existing site, ensuring a seamless user experience.

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The Results: A 📈 “Hockey Stick” in Search Visibility

Once the updated pages launched, results came quickly:

• The site began ranking for keywords that had previously been invisible
• Some priority terms climbed to the top three positions on Google
• Lead generation potential increased with new conversion-focused design

This was a clear demonstration of how targeted, SEO-driven updates can transform a website’s performance without the need for a complete rebuild.

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Key Takeaways for Life Sciences Marketers

This project shows what’s possible when you:

• Revisit your site strategy as your company grows
• Align updates to commercial goals and audience needs
• Bake SEO strategy into the update process
• Use a phased approach to achieve impact quickly and cost-effectively

Whether you are adding new offerings, preparing for a product launch, or simply need better visibility, this process works—on both small updates and full redesigns.

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If you’re ready to see how a phased web design update could improve your site’s visibility and performance, contact us or learn more about our life science marketing services.