Artesia General Hospital
An updated website to serve southeastern New Mexico.
Client Overview
Artesia General Hospital is a community-focused, nonprofit healthcare provider serving Artesia, Carlsbad, Roswell, and all of southeastern New Mexico. For over 85 years, they’ve delivered compassionate, high-quality medical care with a personal touch.
Services provided
Artesia Mobile Gallery
The challenge
Artesia General Hospital came to us with a clear goal: create a website that was easier for patients to use and better reflected their identity as a trusted, community-focused hospital. Their existing site had become a barrier rather than a resource.
While the site was technically responsive, it was not truly optimized for mobile, which is an increasingly critical channel for patients seeking care. Performance issues and an outdated design further compounded usability challenges, and mobile experiences often felt like an afterthought rather than a priority.
Key patient actions — such as requesting appointments online or accessing the patient portal — were buried deep within the site and difficult to find. Similarly, service offerings were not organized in a way that supported intuitive browsing or easy comparison, making it harder for users to quickly understand available care options.
Beyond patient usability, Artesia also needed the site to serve as a recruitment tool. They wanted to attract new providers by presenting the hospital as modern, professional, and deeply connected to the community — something the previous site failed to communicate.
The process
User Journeys
Creating extensive user journeys helped us understand the patient journey, whether it was finding a provider or booking an appointment.
Personas
Informed by user research, analytics, and market knowledge, we created personas to help prioritize and map content, UX, and design solutions to better meet user needs and establish messaging.
The solution
We began with a comprehensive discovery phase to ensure the redesign was grounded in real user needs and performance data. This included usability testing, click mapping, competitive analysis, a full content audit, and a review of site analytics.
From there, we tackled the site’s structure and content head-on, starting with services. We completely restructured all service pages and introduced a consistent, templated format designed to make browsing and comparison easier for patients. Each service page was enhanced with patient testimonials and featured, related news articles to provide credibility, context, and depth.
Mobile-first design principles guided every stage of the redesign, ensuring that critical healthcare information and high-intent actions were easy to find and use on any device.
We also created a brand-new provider page template to support both patients and recruitment efforts. Each provider profile now clearly surfaces essential information — such as specialties, locations, certifications and licensure, education, and professional memberships — details that were entirely missing from the previous site.
On the backend, we modernized the content editing experience by replacing the legacy visual composer with WordPress’s Gutenberg editor. This shift provided a more intuitive, flexible, and future-friendly way for the Artesian team to manage and update content on their own.
Key features
Revised Site Map
The site map was reworked so patients could find services quickly, especially on mobile.
Services Pages
The service pages were restructured and given a consistent structure, accommodating testimonials and featured news articles to round out the content around each service.
Provider Pages
A new template was created for each of the provider pages. Critical information for each provider was broken out for easy access, including specialties, locations, certificates, licensure, education, and memberships — all of which was missing from the previous site.
The result
To ensure long-term success, we trained Artesia’s staff through four dedicated one-on-one training sessions and supplied recorded videos for ongoing reference. We also supported the launch with structured user acceptance testing to confirm the site met both functional and usability expectations.
As a result, Artesia’s team now benefits from a significantly improved content editing process powered by Gutenberg and its native blocks, making updates faster, simpler, and more consistent. The new site better serves patients, highlights Artesia’s services and providers, and positions the hospital as a modern, accessible, and community-driven healthcare organization.
