Skin Care Network
Both would also benefit from replacing the existing, flat structure with well defined subfolders. This fitted with trimming a large number of thin pages and ensuring better focused content.
Skin Care had a long standing clinic in North London, another due to open in central London. Their new clinic in a more competitive search area, yet needing to succeed without damaging traffic to the existing location.
Technical & Search – A website of about 400 pages was reduced to 70, with 301 redirects put in place to take care of changes and eliminate internal, or external duplication. Part of creating a planned, fresh structure.
The core website and new clinic subfolder were focused on the central London address, strength where needed. North London could be managed in a dedicated subfolder, using that address.
Well organised internal linking ensured users and search engines would understand the website. The most valid approach to the situation and relatively easy to add more clinics in the future.
A subtle, yet attractive design suited the sector, a balance between creating trust and modernity. Clear navigation and extra options to access localised menus were added for usability.
Clarity of content and easy access are the key to most web designs. More the case for a non technical, medical website, where visitors represent a range of age and web familiarity.
Outcome – Design, usability and performance are arguably elements of the same thing. In this case, the combination has halved the bounce rate and almost doubled time on site, key conversion factors.
Search traffic is far more on target and in real terms, doubled within six months. Around 20 page 1 positions for specific treatments, helping the clinics hear from people they want to serve.
By all means take a look at more examples of our work, or see other options in our introduction to web design. You are equally welcome to get in touch if you would like to discuss your own web project.