01
The Client
A private consultant obstetrician, sub-specialising in maternal and fetal medicine, based at St Thomas' Hospital in London. Dr Bakalis needed a new website, launched in February 2024, that communicated his clinical expertise clearly to prospective private patients, and that could stand on its own without needing constant hands-on management.
02
The Problem
A professional website for a specialist consultant needed to communicate clinical expertise clearly, guide private patients towards booking, and hold up long-term without needing constant hands-on management. Private maternity patients researching a consultant expect to find clear, trustworthy information fast, or they move on to the next name on the list.
The site needed to be right the first time. There was no ongoing campaign planned to fix mistakes later.
03
The Solution
Rather than an ongoing campaign, the approach was to get the technical foundation correct once, at the site's February 2024 launch, so it could keep performing without needing continuous management.
Clean information architecture with every page title and meta description properly written, correct length, and checked page by page rather than left to chance.
Structured data (schema) correctly implemented site-wide, covering the organisation, website and page-level markup search engines rely on.
A modern, fast, mobile-friendly rebuild that launched in February 2024, replacing the original 2019 site as the practice grew, designed to keep working without ongoing intervention.
04
Results & Impact
Organic search traffic has grown steadily since the February 2024 launch, entirely without an ongoing SEO campaign behind it.
Organic Search Traffic
“Ben has always been helpful and flexible. The website has been well researched, and now has a fresh, modern feel to it.”— Dr Bakalis, Google review
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