A doctor-owned practice, found by the people it serves.

← Selected work

Dr Danielle Richards owns a GP practice in Peregian Springs. She was folding her cosmetic clinic, Aesthetic Astute, into it, and between the two businesses she had two websites that did about half a job. Neither let a patient book online. Neither said what the services were, who the doctors were, how to make an appointment or what a visit would cost. And the cosmetic clinic had years of patient reviews and search presence under its old name that would disappear if the merge was done badly.

Medical practices are busy places and nobody there has time to write a website. So I did.

A patient wants to know four things. What do you do, who will I see, how do I book, what will it cost. Most practice websites answer two. I briefed the developers and wrote every page: the services in plain language, a profile for each doctor, how to make an appointment, and a fees page that says private billing, Medicare rebate, and who is eligible for reduced fees. Fees are the page patients want most and practices least like to write, so we wrote it plainly and put it where people look. Online booking went on every page.

The cosmetic work got its own page and its own spot in the navigation. I wrote it for the way people actually search: treatment names, suburb names, plain questions, with an FAQ block and schema recommendations for the developers. All of it inside AHPRA’s advertising rules. AHPRA is the national regulator for health practitioners and it limits what a practice can say about treatments, so the page is specific about what is offered and careful about what is promised.

The old clinic domain now redirects page by page to the new site. A 301 redirect tells Google a page has moved for good, so the ranking the old site earned passes across instead of vanishing. The old Google Business Profile is being merged into the practice so the reviews stay.

DNS cut-over with the practice’s IT provider. Google Search Console set up so the practice can see what people search for. Patient forms converted to editable files. Feather flags for outside the practice, with a few plain notes on what works at walking pace. And after launch, batching Dani’s changes into rounds so she paid the developer once, and a clear note on what the hosting retainer covers and what it does not.

One site, launched on time. Patients book online, read about every service and see what it costs. The cosmetic clinic’s search history points at the new site instead of at nothing.