An eye hospital that has been online since 1999

The problem

A hospital that has been online since 1999 accumulates pages. Cataract, LASIK, glaucoma, retina and paediatric care had all been added over the years, and each addition made the site a little harder to navigate than the last.

The practical effect was that a patient arriving with a specific problem — a parent looking for paediatric eye care, someone researching cataract surgery — had to work out where their answer lived before they could act on it. On a phone, on mobile data, most people do not do that work. They go back to the search results and try the next hospital.

The approach

Every specialty was given its own place in the structure rather than being compressed into a single services block. That matters twice over: a patient can go straight to what they came for, and each specialty becomes a page capable of ranking for its own search term. "Cataract surgery in Chennai" and "paediatric eye care" are different searches by different people, and one combined page serves neither well.

Booking was then pulled to within one tap of every one of those pages. The action a patient came to take should never be more than a tap away from the information that convinced them to take it.

Built for the phone in the patient's hand

Healthcare searches skew heavily to mobile and often happen in a hurry — in a waiting room, on a commute, late at night after something has gone wrong. The site was designed mobile-first and tested at 4G speeds on real devices rather than on a fast desktop connection, because that is the situation it actually has to work in.

Local search

"Eye hospital near me" is a proximity-driven search, which means the map results decide most of the outcome before the website is ever opened. Local SEO was part of the engagement rather than an afterthought — the same thinking as the Google Business Profile work offered as a standalone service.

This project is the reason clinic and hospital websites are now a distinct service rather than a general web design job.

What was involved

• Information architecture rebuilt around individual specialties
• Custom design and front-end development
• Booking path placed within one tap of every specialty
• Mobile-first build tested at 4G speeds on real devices
• Local SEO for proximity-driven "near me" searches

Other work