Case study · Healthcare · Auckland & nationwide
A 45-page specialist clinic that books patients and sells product, and still feels calm.
A vascular clinic needed one website to explain frightening procedures gently, take real bookings across locations, and run a store. Most clinic sites manage one of those.
Where it started
The brief
Pulse treats varicose veins and other vascular conditions, offers aesthetic treatments, and sells compression garments in clinic and by mail. The website had to carry all of that: a library of procedure pages for anxious patients, live appointment booking, a working store, and several locations, without turning into a filing cabinet.
Health content is unforgiving. Too clinical and a nervous patient closes the tab. Too vague and neither the patient nor Google can tell what you actually do.
What we did
Four decisions that made the difference.
Organised around the patient, not the practice
Patients arrive with a symptom, not a department. We rebuilt the structure condition-first: what’s wrong, what fixes it, how to book. That is also exactly the shape search engines and AI assistants pull answers from.
Wrote the clinical library to be read
Every procedure page opens with a plain-English answer and puts the detail underneath for those who want it. Calm for a patient at 11pm; clear for Google at any hour.
Made booking and buying feel like the same place
Appointment booking and the compression store share the site’s design and tone, so the moment a patient commits doesn’t feel like being handed to another company.
Kept 45 pages quiet
A soft palette, generous space and consistent page furniture mean a large site still reads as one organised place.
Where it landed
The result
Pulse now runs patient education, bookings and product sales from one site the front desk can update without calling anyone. There’s a page for almost every question a patient asks before they walk in, and a page for Google and AI assistants to cite when someone searches the condition instead of the clinic.
Structure the site around what patients search, and Google understands it for free.Visit the live site
Next step
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