Healthcare
A specialist endoscopic spine surgery practice needed a website that explained complex procedures to anxious patients and made booking a consultation effortless.
The challenge
The practice was competing against large hospital groups for patients searching treatment terms like "endoscopic spine surgery" and "minimally invasive disc surgery". Those searchers are anxious, researching heavily, and comparing three or four providers before they call anyone.
The existing site buried the surgeon's credentials, described procedures in clinical language patients could not parse, and offered a single generic contact form as the only route to an appointment. Mobile visitors - the majority of the traffic - had to pinch and zoom to read anything.
The approach
We mapped the real search queries patients use, then built a dedicated page for each treatment written in plain language: what the procedure is, who it suits, what recovery looks like and what it costs to find out more.
Surgical credentials, procedure counts and hospital affiliations were surfaced in the header and repeated at each decision point rather than hidden on an About page.
A persistent "Take Appointment" action follows the visitor through the site, backed by click-to-call, a WhatsApp route and a short form that asks only what is needed to schedule.
The interface was designed at 375px first - readable type, thumb-reachable actions, and no interstitials between a patient and the phone number.
Results
Patients arrive already understanding the procedure. The consultation now starts at the question they actually care about instead of the first ten minutes of explanation.
Technology
WordPress
PHP
JavaScript
Sass
GA4
Search ConsoleMore work
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