Two Audiences. One Brand. Zero Confusion.
Healthcare Staffing Case Study: Consolidating Ark Staffing’s Website Experiences
Meet Ark Staffing
Ark Staffing is a locum tenens healthcare staffing agency specializing in the placement of Certified Registered Nurse Anesthetists (CRNAs) and anesthesiologists. They connect hospitals, clinics, and surgical centers nationwide with clinicians, offering a range of staffing solutions. However, their website ecosystem was split across two brands, creating confusion right at the moment people were trying to understand what Ark does and take the next step.
The Challenge
Ark Staffing was operating with two closely related brands—Ark Staffing and CRNA Together—that served overlapping audiences. While positioned as sister companies, the separation created friction for users trying to understand which brand did what, who each one served, and where to take action. On top of the confusion, both sites did a poor job describing Ark’s strongest value proposition: the Bridge Program and the relationship-first accountability model behind it.
Confusion was costing Ark Staffing leads on both sides of the marketplace. They needed a single site experience that could not only grow with their operations but strengthen brand recognition, reduce operational challenges, and make their offering click for both sides of the staffing relationship.
Goals
Consolidate the Brand Experience
With two sites creating confusion and splitting attention, Ark needed one cohesive website that unified CRNA Together under the Ark Staffing brand.
Make the Site Work for Two Audiences
With both healthcare employers and clinicians visiting the same site, Ark needed clear paths that quickly directed each user to the content and actions that mattered to them.
Spotlight the Bridge Program
Ark needed the Bridge Program to be easy to find, easy to understand, and clearly tied to why hospitals and clinicians choose them.
Our Strategy
Step 1: Identify User Confusion
We started with discovery to understand where users were getting stuck. It didn’t take long to see the pattern: Ark served two primary audiences (Client Partners and Clinicians), but the experience was split across two closely related brands. That separation created hesitation and confusion right at the moment people were trying to figure out what Ark does and where to go next.
Step 2: Unify the Brand Experience
From there, we aligned with Ark’s team on the cleanest path forward: bringing CRNA Together into Ark Staffing so the brand could strengthen recognition, simplify operations, and scale from one central hub.
Step 3: Build Clear Audience Pathways
With that direction set, we rebuilt the site structure around two clear pathways—Client Partners and Clinicians—with clinician-specific sections for Physicians and CRNAs. The goal was simple: help visitors self-identify fast and get to the content that mattered to them without second-guessing.
Step 4: Clarify the Bridge Program
We also gave the Bridge Program the content structure it needed to land. Instead of letting it live as a vague “nice-to-have,” we clarified what it is, who it’s for, and why it matters. Ark’s key differentiator of having a relationship-first accountability model was understood, not buried or assumed.
Step 5: Preserve the Migration
Finally, we handled the CRNA Together migration with care, using redirects and SEO best practices to preserve existing visibility and make the transition seamless for both users and search engines.
The Results
This project gave Ark Staffing a clearer, stronger home base online. With one unified site and sharper messaging around what makes them different, it’s easier for both clinicians and healthcare organizations to understand the value and take any next steps with confidence.
If Your Website Makes People Guess, Let’s Fix That
Let your site make the next step obvious for every audience. Big Storm creates websites that easily guide your visitors, so they find exactly what they need and take the actions you desire. Contact us and let’s talk about your next steps.