Jean Hailes for Women’s Health Digital Transformation
Result
Transformed Jean Hailes’ national digital presence—achieving a 67% uplift in Clinics page traffic, zero system failures, 15M social reach, and a 44% increase in engagement with resources.
Services
Strategy
Craft CMS Development
SEO
UX Design
Digital Transformation
SECTOR
Health
Not-for-profit
Year
2024
Client
Jean Hailes for Women’s Health
Business SItuation
Jean Hailes for Women’s Health, Australia’s leading not-for-profit in women’s health education, was facing a digital crisis. Despite a 2020 website launch, performance and reliability rapidly declined. Audits revealed serious accessibility issues, out-of-date content, unreliable search functionality, and a CRM (Salesforce) that was not fit for purpose. Furthermore, third-party integrations were overly complex and unstable, contributing to 21 system failures in one year.
The separate Women’s Health Week (WHW) website also lacked integration and functionality, and 80% of the site’s content was over five years old, damaging SEO performance and engagement.
Solution
Tangible was appointed to lead the full digital transformation of Jean Hailes, providing strategic leadership, project governance, and digital delivery support. In collaboration with internal stakeholders, Tangible delivered a staged approach over two years, with a focus on sustainable, measurable improvements.
Key actions included:
CRM Migration: Retired Salesforce and migrated to Insightly, dismantling legacy integrations and improving internal workflows.
UX and Accessibility Overhaul: Implemented a full accessibility uplift including a WCAG AA audit, brand reskin, and global search upgrade via Algolia.
Content Transformation: Rewrote all site content to plain language (Level 6–7 reading), archived over 1,500 outdated pages, and referenced all medical content.
Platform Simplification: Integrated the WHW microsite directly into the main Jean Hailes platform, reducing risk and boosting user experience.
SEO and Data Hygiene: Removed 860 toxic backlinks, optimised on-page SEO, restructured navigation, and introduced GA4, while cleaning 120,000+ CRM records.
Governance & Strategy: Provided project leadership, budgeting, and stakeholder coordination to ensure on-time and on-budget delivery.
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Result
With a pragmatic remediation-first approach, the project delivered measurable improvements across every key digital metric:
| Metric | Before (2020–21) | After (2023–24) |
|---|---|---|
| Domestic Visitation | 30% | 49% |
| Time on Page | 1:11 | 2:01 |
| Pageviews Outside Victoria | 45% | 77% |
| System Failures | 21 | 0 |
| Social Reach | 3M | 15M |
| Social Engagement | 108K | 571K |
| Menopause Symptoms Ranking | #8 | #2 |
| Clinics Page Traffic | — | +67% YoY |
| Resources Section Growth | — | +44% YoY |
| News Section Pageviews | — | 1.4M+ |
Additional outcomes:
3 of the top 10 resources now available in-language
WCAG audit passed