2023
Ochi Clinic — a top-category ophthalmology centre in Kyiv.
WordPress (Custom build)
A YMYL (Your Money or Your Life) niche with extremely high requirements for content authority
Based on the prototypes, we implemented the concept of “trust through transparency”.
Colour identity: deep navy blue (stability) combined with bright cyan (innovation). The white background conveys medical cleanliness and makes text easier to read.
Focus on people: professional studio portraits of the doctors on the home page and in the “Our specialists” section. This is a key element of healthcare marketing — people go to people.
Iconography: custom line icons for the services section (cataract, glaucoma, laser vision correction) help patients find their way quickly without extra text.
Interactive elements: clear service cards with “Learn more” buttons and accent “Book an appointment” buttons fixed in the header.
We didn’t just “draw” a website — we built it as a map for Google’s crawlers.
Silo structure: each area (for example, “Retina treatment”) has its own page hierarchy: condition description, diagnostic methods, treatment methods and prices.
E-E-A-T optimisation: blocks with doctors’ qualifications are integrated into every service page.
The “Prices” section is built as structured tables, which Google treats as a sign of a trustworthy business.
Schema.org markup: structured data for medical services and reviews enables rich snippets (star ratings, FAQs) in search results.
The site is built on clean WordPress without heavy page builders, which gave us:
Speed: load time under 1.5 s. This is critical for the funnel — a patient won’t wait, they want to book instantly.
Content flexibility: the admin panel lets the clinic update prices, add new treatment cases and change doctors’ schedules in minutes.
Mobile first: the whole interface is designed for one-handed use, with call and booking buttons within thumb reach.
Before launch we carried out:
Form stress tests: checking that enquiries reach the CRM and email (a lost lead is expensive in this niche).
Slow-connection testing: the site works reliably even on 3G, which matters for patients looking for help away from home.
User path analysis (heatmaps): “Prices” and “Doctors” turned out to be the most visited sections, so we moved them to the main menu.
Visibility: the site started to be indexed and grow for branded and commercial queries within the first month.
Conversion: a convenient booking form and fast loading delivered a visitor-to-lead conversion rate of 4–5%.
Trust: thanks to quality design and a section with real reviews, the bounce rate dropped by 30% compared with the old website.
Ochi Clinic is an example of medical expertise getting the visual embodiment it deserves. We created not just a website but a digital asset that attracts new patients every day.
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