Dr. Ghina Shami

Few searches are made as quietly as the ones that lead to a fertility clinic. Couples read for months, often late at night and often without telling anyone, and what they find in Dubai is a market that answers loudly: clinic groups, booking portals and paid listings competing for every search. Dr. Shami’s answer is a calmer one: a doctor who begins by understanding what is happening, tries the least invasive realistic route first, and goes further only when it is needed. Until now, that way of working had no page of its own.

Her patients think in Arabic and in English, sometimes both within one couple, and many of them live outside the UAE. An English-only site would hand its Arabic readers to browser auto-translation at exactly the point where trust is decided. The practical questions are precise, too: what happens at a first visit, whether both partners are seen, what can be done from abroad before travelling, and how a conversation with the doctor actually starts.

The site is built around the doctor rather than a clinic brand, because that is what her patients are choosing: one consultant who has practised in Dubai since 2012 and answers her own messages. Her training, her clinical interests and her working principles lead each page, written not as a credential list but in plain sentences a worried couple can actually read.

Arabic is the site’s first language, fully right-to-left, with English written in parallel to the same standard. The service pages are arranged in the order she actually uses them, from a fertility checkup for both partners, through natural conception and IUI, to IVF with genetic testing and the deeper review that follows treatment that has not worked. Condition pages explain what most couples arrive with, a first-visit page walks them through the day, and an IVF guide written from her own notes covers the months before a cycle and the weeks after a transfer.

A dedicated route for patients abroad sets out how treatment starts at home and finishes in Dubai, and contact matches how her patients actually reach out: WhatsApp, telephone and an enquiry form, one tap from every page, with the clinic’s hours and directions stated plainly. We handled the domain, hosting, analytics, publishing and search indexing end to end, so the practice never touches a control panel.