CIUTWA is a strong brand with a powerful value proposition.
It sits in a space—healthcare payments and network optimization—where clarity and trust are critical.
And yet, like many complex B2B companies, its website and social presence are not driving the volume or quality of leads they should be.
This is not about marketing alone.
It is a UX problem first.
Good UX is not about making a site look modern.
It is about making the experience:
- Trustworthy
- Actionable
- Findable
- Aligned with what your ideal buyer needs right now
Here is how I would fix the UX of CIUTWA’s website and social ecosystem to drive more leads.
Clarify the Narrative: What Are We Actually Selling?
When I look at many B2B healthcare sites—including CIUTWA’s current one—the story is too vague:
- “Transforming healthcare.”
- “Empowering stakeholders.”
- “Optimizing outcomes.”
None of that makes a VP of Network Management or CFO of a health plan want to click “Talk to Sales.”
UX Fix:
- Lead with specific value stories for your personas:
- Reduce payment cycle time by a measurable number of days
- Improve provider retention by a clear percentage
- Lower cost of claims by a measurable dollar amount per year
- Decrease out-of-network disputes by a measurable percentage
Then drive these stories through:
- Homepage hero
- Social content
- Case studies
- Paid media copy
- SEO meta content
- Simplify the Site Architecture
Right now, the information architecture on sites like CIUTWA’s is often built by internal silos:
- Products
- Solutions
- Resources
- Company
Buyers do not think that way.
They think:
- I need a faster payment process
- I need better visibility into provider performance
- I need to reduce costs for my members
UX Fix:
Restructure information architecture around customer intent flows:
- For Health Plans → key solutions
- For Providers → key solutions
- For Employers → key solutions
- For Partners → key solutions
Surface pathways that map to lead-generation calls-to-action, not just content consumption.
- Fix the Conversion UX
- Many enterprise B2B sites make this mistake:
- Bury the contact form
- Use a generic “Contact Us” call-to-action
- Offer no next step after a download
UX Fix:
- Use persona-specific calls-to-action such as “Talk to a Network Expert,” “See Payment Demo,” “Connect with Enterprise Team”
- Place conversion opportunities throughout the content, not just in the top navigation.
- Use progressive forms to reduce fields on first contact and expand post-lead qualification.
- Implement a clear post-conversion experience with confirmation, next steps, and nurturing.
Rethink the Social Presence: Most healthcare B2B companies underinvest here.
Their LinkedIn presence is often a stream of:
- Corporate Awards
- Sponsorships
- Employee highlights
But their buyers do not convert on that.
UX Fix:
- Treat LinkedIn and social platforms as part of the lead funnel, not just brand communications.
- Post case-study-driven content that shows outcomes, not announcements
- Post lead magnets such as guide downloads, webinars, and thought leadership content
- Use targeted thought leadership to drive in-platform engagement
- Actively retarget site visitors via LinkedIn ads to complete the funnel loop
- Align Web, Social, Paid, and CRM
One of the most significant gaps at companies like CIUTWA is the disconnect between the website, social platforms, and CRM flows.
UX is not just the site. It is the end-to-end experience:
- See an ad → visit site → engage content → convert → get personalized nurturing
- Follow on LinkedIn → visit a targeted landing page → get a human follow-up
UX Fix:
- Map full experience journeys
- Ensure every social call-to-action drives to a trackable experience
- Segment nurture flows based on content consumed
- Align Sales and Marketing teams to treat the website and social platforms as a single revenue funnel
Final Thought
Fixing CIUTWA’s website and social presence is not about making it prettier. It is about making it:
- Clear
- Actionable
- Trustworthy
- Connected
Because here is the truth:
- No one buys a complex healthcare solution from a homepage.
- They buy it because they had a great experience moving from awareness to trust to action.
That is why UX is the growth driver that B2B companies like CIUTWA often miss.
Fix the experience. Drive more leads. Close more revenue.
Or Not.
That is the playbook.