Specialty Medical Practice
UX & SEO Growth Strategy
Overview
Starting Point
A specialty medical practice with outdated web structure and low organic visibility struggled to convert local search traffic into patient appointments.
The Goal
Create a clearer, more discoverable website experience that would improve search visibility, guide patients to the right services, and increase qualified appointment inquiries.
The Work
I led a full UX and content restructuring of the site, focusing on how patients search for care and how they move through the site once they arrive. The work centered on improving clarity, discoverability, and conversion without overwhelming patients or staff.
This included:
Restructuring page hierarchy around patient intent
Clarifying service navigation and content flow
Improving on-page SEO and internal linking
Designing conversion-focused layouts and calls to action
Optimizing for local search visibility
Creating 6 new informational service pages to further drive traffic
Strategy came first. Design followed.
Strategy:
To increase visibility and patient conversion, the strategy focused on aligning the website structure with how patients actually search for care and make decisions online. The goal was to reduce friction, clarify pathways, and create a system that could scale across services and locations.
Search-Driven
Structure.
Rebuilt the site architecture around high-intent service searches, ensuring each core treatment area had its own optimized entry point.
Patient-Centered
UX.
Designed page layouts and navigation based on common patient questions and behaviors, guiding users from search to service to appointment with minimal friction.
Local Visibility
Optimization
Aligned content, metadata, and internal linking to strengthen local search presence and improve rankings for service-based keywords.
Conversion
Framework
Integrated clear calls to action, simplified page flows, and trust-building elements to increase appointment inquiries.
Execution:
-
UX & Site Structure
• Rebuilt the page hierarchy around patient search intent and real decision paths
• Simplified navigation to guide users to the right services faster
• Clarified content flow to reduce friction and confusion
-
SEO & Content Architecture
• Rewrote and restructured core service pages for high-intent keywords
• Implemented internal linking to support discoverability and topical authority
• Optimized on-page metadata, headings, and content structure
• Built new informational service pages to capture long-tail search demand
-
Conversion Optimization
• Redesigned page layouts to highlight key actions and next steps
• Reduced cognitive overload by removing unnecessary content and distractions
Results
This engagement focused on building a scalable foundation rather than short-term spikes,
however the impact was immediate and measurable.
Improved search visibility for high-intent local keywords
Increased engagement on service pages
Higher quality appointment inquiries
A clearer patient journey from search to conversion
Most importantly, the site shifted from a static brochure to a growth engine designed to support ongoing acquisition.