Led SEO and web strategy through an 18-month Carelon.com redesign

Client: Carelon, part of Elevance Health · Industry: Healthcare services · Timeline: 18 months, launching October 2026 · Role: SEO and web strategy, embedded with the internal team

Carelon is Elevance Health's healthcare services company, with businesses spanning pharmacy, behavioral health, research and more. Its website has to work for three very different groups: members looking for care, healthcare providers looking for tools and resources, and the health plans, employers and government agencies that buy Carelon's services. Over 18 months I helped plan and rebuild Carelon.com so each of those groups gets a site built for them.

The challenge: one site, three audiences

Member, provider and business content had grown up side by side. Navigation tried to serve everyone at once, years of pages from different business units had piled up, and many of them overlapped or were out of date. At the same time, every team had pages that mattered to its goals, and a redesign this size puts all of them at risk.

The goal was to solve real problems for members, providers and the business without losing the search visibility the site had already earned.

What I did

1. Organized the site around its audiences

The new Carelon.com is reorganized into three separate sections, each on its own domain, plus two subdomains. Splitting the site this way keeps content, navigation and the user experience distinct for each audience instead of forcing everyone through the same pages. I helped shape that structure: which content belongs where, how URLs are organized and how the sections connect to each other.

2. Protected the pages that matter

I worked closely with business leads, designers and other internal teams to identify each group's target pages and carry them through the redesign. That meant mapping old URLs to new ones, planning redirects and making sure pages with established rankings and traffic kept their place in the new structure.

3. Cleaned up the content

A redesign is the best chance to cut what no longer earns its place. I reviewed the existing content, retired outdated and duplicate pages and consolidated overlapping ones, so the new site launches leaner and easier to maintain.

4. Wrote search metadata across every section

I wrote titles and meta descriptions across member, provider, consumer and business pages, matched to how each audience actually searches.

5. Kept SEO in every decision

On a project with many teams and an outside agency, SEO only works if it has a seat at the table. I reviewed templates, migration plans and URL decisions as they came up, and helped prioritize the remaining agency work so search requirements were in place before launch.

Launch

The new Carelon.com launches in October 2026. Post-launch results will be added here.

What this shows

Enterprise web strategy is as much about people as pages. The structure decides how well the site serves members, providers and buyers, and the work with business leads and designers decides whether years of earned visibility survive the move. This project needed both, over 18 months, across a large healthcare organization.