Aldgate Heart Clinic
Anxious first-time patients get answers up front, and booking that works at eleven at night.
A private cardiology clinic on the edge of the City of London: consultants with excellent referral reputations, and a website that told anxious patients almost nothing.
Timeline7 weeks from consultation to launch
The challenge
Nobody browses a cardiology website casually. Patients arrive with a referral letter in hand or a symptom that has been keeping them up at night, and the old site met that anxiety with a stock photograph and a phone number answered nine to five. Evening and weekend enquiries, a large share for working patients, simply evaporated.
Self-paying patients had a second problem. Nothing on the site said what a first consultation involves, how soon they could be seen, or what it would cost. Consultant credentials sat inside downloadable PDFs. Faced with silence on the questions that mattered, patients kept phoning, or chose a clinic that answered them.
The approach
We rebuilt the site around the three questions every enquiry opened with: what happens at a first appointment, how soon can I be seen, and what will it cost. Each consultant page answers all three near the top, with credentials presented as plain text a patient can read and a search engine can index, rather than a PDF.
Booking became a three-step flow: choose a consultant, pick a time, confirm. Fees appear before anything is committed, because a patient who books knowing the fee is a patient who turns up. The flow works one-handed on a phone at eleven at night, which is when much of it gets used.
For local search, we wrote condition and test pages for palpitations, hypertension and echocardiography in careful plain English, reviewed line by line with the clinic so nothing overpromises.
What we delivered
- Full design and build, tuned for anxious first-time visitors
- Three-step consultant booking with fees shown up front
- Consultant and condition pages with structured data
- Local search groundwork for City and East London terms
- A strict performance budget, tested on mid-range phones
The outcome
The clinic now answers its patients before they have to ask. What a first appointment involves, how soon they can be seen and what it costs all sit on the page, and booking works one-handed at eleven at night, the hours a telephone line never covered.
The build reads the way the clinic wants to be read: calm, fast on an ordinary phone, and honest about fees before anything is committed.