Many organizations focus on design and technology when building their websites. But without the right content, even the most modern site falls short. Content determines whether information is found, understood and used. The University Animal Hospital Zurich set out to improve its website content with one clear goal: making the right information easy to find.

Together we developed a new content strategy and realigned the hospital’s online presence.

Interviewing users

Relevant content starts with understanding user needs. People visit a website with a clear goal in mind, and if they can’t find what they’re looking for, frustration quickly sets in.

We carried out interviews to better understand what different user groups expect from the website and where they encounter problems. The results highlighted a range of issues: missing emergency instructions, challanging contact processes, directions that were hidden away, and in general a lack of orientation across the site.

Such insights provide a clear picture of user expectations and set the foundation for content improvements.

Check content, eliminate dead ends

Over time, many websites turn into patchworks: a growing number of pages and inconsistent structures make navigation difficult. A content audit helps to bring order. It shows which pages should be revised, added or removed — and whether the overall structure truly matches user needs.

It became clear that the the structure of the Animal Hospital's website reflected internal workflows rather than the way visitors search. Categories such as “Medicine”, “Surgery” or “Intensive Care” make sense to specialists, but are confusing for most visitors.

Users typically approach the site from the perspective of their animal and their immediate concern. For example, what to prepare before an appointment. We redesigned the site architecture around these needs. The result is a clear, intuitive structure that guides visitors step by step to the information they need.

Consistency was another challenge. Previously, the hospital’s pages looked and felt different from each other, which made the site as a whole appear fragmented. A set of content principles now ensures clarity. These guidelines define how content should be written, structured and presented.

We created such guidelines for the hospital team, and it is now part of their daily work. It ensures that, despite the large number of pages, the site feels coherent and reliable, making it easier for users to find their way around.

Let the numbers talk with analytics

But how do we know if a new content strategy really works? This is where analytics come in. They measure performance and show how people interact with a website.

For the University Animal Hospital the key question was simple: Has the restructuring made the right information easy to find? In addition, it was important to them to have a tool that was straightforward to use.

Understanding web statistics can be difficult for non-experts. What we needed was a simple overview with only the numbers that really matter.

Stephanie Scharnitzki, Digital Communications & Social Media, University Animal Hospital Zurich

We therefore built a dashboard that displays just the essential metrics — clear and easy to use. The results revealed: important information that was previously hard to access, such as contact details, directions or prices, is now clicked frequently and directly. Proof that the new structure works.

Visits to our website have increased significantly. New pages and links are actively used. This also includes content for veterinarians. It is now much easier to transfer animals to us.

Stephanie Scharnitzki, Digital Communications & Social Media, University Animal Hospital Zurich

Analytics, however, are not just about measuring success. They also point the way to further improvements. For example, data revealed that 60 percent of visitors access the Animal Hospital's site via smartphone. That makes it clear that all new content must be optimized for mobile.

Content & Analytics: a dream team

Content is more than just text on a website. It ensures that information is clear, relevant and easy to find. Analytics make its impact visible. Together they show whether a content strategy is working and provide guidance for further development.

The project with the University Animal Hospital Zurich illustrates this perfectly: when high-quality content and meaningful data come together, the result is a website that persists in the long term.

The new website has completely transformed. It now reflects what we stand for as a hospital: expertise and innovation in veterinary medicine. I am proud of what we have achieved.

Stephanie Scharnitzki, Digital Communications & Social Media, University Animal Hospital Zurich