Advanced Pain Clinic

[digital project] image of a complete branding project (for a web design agency)

Project introduction

Objectives

The primary objective of the project was to improve and develop the clinic's local SEO visibility, particularly with regards to chiropractic and acupunture. The company had seen a significant visibility that had the effect of reduced treatment bookings.

Goals

• To greatly improve the local SEO visibility.
• Increase treatment bookings.
• Create a site that is easy to edit and adapt to the business' needs.

The Approach

An initial site audit helped to identify what was working, what was going wrong and where the most impactful improvements could be made.

The new design switches the narrative from a description of services to the patient's journey to effective pain relief:

What patients are asking:

• Can you help with my problem?

• Can I trust you?

• What happens if I book?

• How much does it cost?

• Why should I choose you instead of somewhere else?

• How do I get started?

These key questions define the user experience and synchronise with effective search engine optimisation.

Features and benefits

Reworked structure

In order to give search engines a helping hand, the entire structure of the website was remapped, according to the relationship between symptom, service and solution. This sequence is completely built into the site structure, page structure and SEO/AEO.

image of a collaborative game planning session

Features and benefits

User journey for new patients

While the site structure naturally flows to inform visitors and lead them to a solution they can be confident with, a key part is to give new patients the answers they need to become dedicated users of the service.

The New Patients page provides clear information that they need and this is then reinforced on every treatment and condition page, both in structure and support text.

[interface] screenshot of collaboration interface (for a productivity tools business)

Features and benefits

Design excellence

Drawing on medical themes and Chinese traditional medicine motifs, the design of the site colour codes each treatment using imagery, backgrounds and key call to actions. This visual language helps to separate each treatment and gently guide patients around the site as a whole.

image of tech solutions demonstration (for a hr tech)

Wrapping Up

The final design synchronises patient's expectations, agentic search structure and business goals, creating a smooth path from finding out about alternative therapies, to confidently start their journey to effective pain relief.