Work
Selected work
Case studies from live production websites. Each starts with the commercial problem and the cause behind it, then covers what was built and what changed. Confidential work is anonymised, and where there’s no measured result, the outcome is described as it happened.
One structured data model across two markets
Structured data across the AU and NZ sites was fragmented and didn't say which clinics or doctors belonged to which market. That risked the wrong market surfacing in local search, and every new page added more markup to fix by hand.
Conversion components for a booking-led clinic site
People ready to book were meeting competing calls to action and forms that were hard work on a phone. Every stalled visit risked an enquiry or booking going to the next clinic in the search results.
Clinic location pages rebuilt around search intent
Clinic location pages sat on a mix of legacy templates and often missed what patients were searching for. Local enquiries could drift to clearer pages elsewhere, and updates had to be made one page at a time.
Reusable Shopify sections in place of a page builder
The group's Shopify pages leaned on a legacy page builder, so routine changes needed builder work and builder pages carried its code. Updates were slow and costly, and the extra weight risked losing phone visitors before they acted.
One source of truth for treatment pricing
Treatment prices were typed into pages by hand and had drifted apart, so a patient could find different figures for one treatment. Conflicting figures undermine trust at the point of enquiry. Price changes meant a hunt through the site.
Shopify catalogue restructure and mobile-first rebuild
Years of organic growth had left a catalogue customers had to dig through and staff had to fight. Most traffic had moved to phones ahead of the storefront, so shoppers met that friction on the device most of them used.