A portfolio, not a clinic site
The site was built like a portfolio rather than a place to choose and book a treatment.
Case study
OSO Clinic
A healthcare and aesthetics website for a London clinic
- Build
- Grow
- Convert
- Automate
OC
OSO ClinicLondon
Build ✓
Grow ✓
WordPress
Yoast SEO
Pabau online booking
Overview
A healthcare and aesthetics website for a London clinic
A London doctor-led aesthetics and IV therapy clinic with a dated, thin portfolio-style site.
It was rebuilt from scratch as a full clinic website: custom design, a new structure and content, a page for every service, and SEO built in.
- Website redesign
- Custom WordPress design
- Information architecture
- Content creation
- SEO structure and content
- Service pages
Before the rebuild
Three problems
Dated and thin
A few pages with little for a patient to read or trust.
It didn’t answer the questions
Patients need answers before they book, and the site didn’t give them.
A patient’s path
Four steps the site is designed around
- Step 01 of 04
Find a treatment
Browse by treatment or by the concern they want to fix.
- Step 02 of 04
Understand it
A plain-language explanation of what it is and who it suits.
- Step 03 of 04
Check the details
Pricing, process and FAQs in one place.
- Step 04 of 04
Book a free consultation
Booking routes on every page.
What every service page holds
Nine elements, on every treatment page
- A plain-language introduction
- Who the treatment suits
- Treatment areas
- An at-a-glance panel
- The process
- Before and after
- FAQs
- Related treatments
- A booking call to action
What we rebuilt
Nine parts of a complete clinic website
Custom design
A bespoke look for the clinic.
Clinic-wide structure
A new information architecture.
A page for each service
Over sixty pages, one per treatment.
A Conditions page
Browse by concern rather than by treatment name.
Clear London pricing
Prices published where patients look for them.
Process and aftercare
What to expect before, during and after.
Mobile, group and bridal pages
Pages for the ways people actually book.
Trust pages
The pages that reassure a first-time patient.
Multiple booking routes
Online booking, WhatsApp chat and an appointment form.
Under the hood
Search foundations and booking
Search foundations
Yoast titles, descriptions, canonicals, a sitemap and a robots file.
Structured data
Markup so search engines understand the clinic and its treatments.
Booking routes
Pabau online booking, WhatsApp chat, an appointment form and a Google reviews widget.
Measurement
Google Tag Manager and Site Kit.
The approach
How the growth system was applied (Build, Grow)
- Grow
Review and planning
Review the existing site and plan the new one.
- Grow
Structure and keywords
Decide the structure and the search terms each page should target.
- Build
Custom design
A custom UI/UX design for the clinic.
- Build
WordPress build and content
Build the site in WordPress and write the content.
Tools: WordPress, Elementor Pro
- Grow
On-page SEO and launch
On-page SEO, structured data and launch.
Tools: Yoast SEO
Tech stack
What it was built with
Website
- WordPress
- Elementor Pro
- Hello theme
- Custom UI/UX design
SEO
- Yoast SEO
- Structured data (JSON-LD)
- XML sitemap
- On-page SEO
Booking & trust
- Pabau online booking
- WhatsApp chat
- Appointment form
- Google reviews widget
Analytics
- Google Tag Manager
- Google Site Kit
Results
Results and what’s next
60+Pages, one for each treatment
The site went from a few-page portfolio to a complete, SEO-built clinic website. The clinic has kept adding treatments, pages and blog posts since delivery.
“From a few-page portfolio site to a complete, SEO-built clinic website.”
OSO Clinic
What's next
The clinic continues to add treatments, pages and blog posts on the foundation we built.
Next step
Want results like these?
Start with a free audit. We’ll look at what you have, tell you which phase you’re in, and give you a realistic picture of what’s achievable — including when the honest answer is that you don’t need us yet.
- Based in Ilford, East London
- Call +44 7366 355562
- Mon–Fri, 10am–6pm