The
Belvedere
Clinic
About the client
The Belvedere Clinic has been providing cosmetic surgery to its customers since 1985.
With its main hospital based in Kent, it has satellite services throughout the UK.
The Brief
The previous website was a messy and unstructured on-site presence which did not show the clinic in its best light. While lots of money had been invested in SEO, online ads, blog pots and promotions, the website as a final point of lead generation would have deterred a lead from converting to a customer.
The customer wanted a professional website to maximise on the investment made to promote the business. In addition, the SEO value earned by the original website had to be protected.
Scroll Through The Website
The existing website required a complete overhaul. Content was bitty and inconsistent with little attention to good SEO practise.
Most importantly for this project was the need to preserve the external SEO value already built up for the original site. All existing urls had to be re-purposed or re-directed. This involved mapping 55 main content pages and a proportion of blogs that were attracting keyword SEO value.
The entire content of the website was either re-purposed, or (in the main) re-written by Beknowin. All images were individually sourced from royalty-free sources. The site has clear call-to-actions (CTA) to provide the customer with every opportunity to contact the clinic to book a consultation. In line with this industry the visual impact is important and the site depends on good strong imagery. In addition while the majority of customers are female, the site also had to be appealing to a male audience. Striking the right balance of colour, voice and imagery was key to making this website work well.
Good SEO practise has been built-in throughout page and post content, to focus on reaching the target market.
The new website brought consistency and a professional look and feel to the cosmetic surgery service being offered. The end result is a professional, inviting and aspirational website offering insight into cosmetic procedures and confidence in the service offered.
Results
- Much improved lead conversion
- The business is taking steps to maximise capacity by doubling the number of clinicians.
- Additional bookable walk in appointments had to be introduced to deal with the demand.
- Appears on the first page of Google search engines for several keywords including ‘ear wax removal bexley’ and ‘ear wax removal welling’ .
- Integrated appointment management system for full control.
*Information based on an incognito google search but will be based on some location data.
Features
Quick and easy to book appointments online. All routes-to-book tracked with Google Analytics tools to understand the preferred route.
Google reviews pulled through from source to keep site fresh with customer reviews
SEO specific pages for targeting specific locations with services
Well written content, sound technical structure and use of FAQs to support better SEO
Blog creation to keep content new and relevant to services offered. This enables further SEO. (provided by 3rd party service)
Features
Quick and easy to book appointments online. All routes-to-book tracked with Google Analytics tools to understand the preferred route.
Google reviews pulled through from source to keep site fresh with customer reviews
SEO specific pages for targeting specific locations with services
Well written content, sound technical structure and use of FAQs to support better SEO
Blog creation to keep content new and relevant to services offered. This enables further SEO. (provided by 3rd party service)
Responsive Design
Full End to End Service
Domain
Migrate and re-direct existing urls
for SEO preservation
Hosting
Set up, management and
configuration
Design
Full design and
development
Content
Content research and
creation
SEO
On-page SEO & SEO preservation
from old website
Maintenance
Site updates and
improvements