The challenge
The existing website contained useful information but made it difficult for prospective patients to quickly understand available treatments, locations and next steps.
Important service pages had inconsistent layouts and calls to action, while mobile users had to navigate through multiple steps before requesting an appointment.
The objective
Create a modern website experience that makes treatment information easier to understand and gives prospective patients a clear path to book a consultation or contact the clinic.
Our strategy
We redesigned the site around patient intent rather than simply changing its visual appearance.
The new structure prioritised:
- Treatment discovery
- Location selection
- Trust signals
- FAQs
- Clear CTAs
- Mobile conversion
- Appointment journeys
Services involved
- Website design
- Website development
- Conversion rate optimization
- UX optimisation
- Landing-page design
- Analytics
Implementation
We:
- Audited existing user journeys.
- Reorganised website navigation.
- Redesigned priority treatment pages.
- Improved location pages.
- Simplified appointment forms.
- Added clearer CTAs.
- Improved mobile layouts.
- Added trust and credibility elements.
- Improved page hierarchy.
- Implemented conversion tracking.
Optimisation
After launch, we analysed visitor behaviour and conversion performance across key pages.
Pages with strong traffic but lower conversion rates were prioritised for further CTA, content hierarchy and form optimisation.
Results
During the project period:
83% increase in website conversion rate.
58% increase in appointment enquiries.
72% increase in conversion rate across priority service pages.
Key learnings
- Website redesigns perform better when conversion journeys are mapped before visual design begins.
- Mobile experience was particularly important for appointment-oriented visitors.
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