Medical Web Design: How We Helped Our Client Doctor Seni Refresh His Online Presence

Updated on: 31st Jul 2025 Updated by: Ciaran Connolly

In today’s competitive healthcare sector, a professional, trustworthy website is vital. When Dr Seni recognised his existing site lacked clarity and ease of use, he approached us to deliver a modern medical web design that positions him as a leading breast surgeon in the UK.

We delivered:

A fully responsive, accessible medical web design
A refreshed brand identity with logo and colour palette
Rich, SEO‑optimised content to support local and informed search visibility

Let’s walk through our process, improvements and outcomes.

Updated on: 31st Jul 2025 Updated by: Ciaran Connolly

ClientDr Seni

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The Client

Dr. Seni is an NHS Consultant Oncoplastic Breast Surgeon. He has specialist expertise in assessing breast symptoms, managing benign breast conditions, breast cancer and performing reconstructive and cosmetic breast surgeries.

Dr. Seni’s NHS practice is based at the Royal Wolverhampton Hospitals NHS Trust. He also offers breast services across the West Midlands, partnering with several healthcare institutions including Nuffield Health Wolverhampton, Spire Parkway Healthcare Solihull, MUMS Solihull, and Transpire Cosmetic Surgery Birmingham.

Given the competition of plastic surgeons based in England, we needed to build a website that could stand out from other providers – showcasing Dr. Seni as the ideal surgeon for breast-related surgeries in the U.K.

Screenshot of Book an Appointment section for Dr Seni Website

The Challenge

Dr Seni’s previous site, “My Breast Surgeon”, lacked structure, readability and ease of updating. Visitors struggled to navigate the services offered, and the site had poor SEO performance and variable mobile usability.

Primary issues included:

Unclear service structure and navigation
Poor user experience on mobile devices
Difficult editing functionality on the backend
Limited content value and SEO optimisation
Weak visual credibility and design alignment

Our brief: produce a medical web design with clear user flow, strong SEO foundations, intuitive CMS, and an approachable visual identity.

Our Approach

We created a three-pronged approach for optimum impact; a refreshed website design, updated brand identity, and rich content to attract audiences. Our goal was to create a website that would become a hub of information, supporting potential patients from their initial query right through to consultation and potential surgery. Here’s a breakdown of the process.

Updated Brand Identity

One of the standout features of the new website is its refreshed brand identity. With an updated colour palette, logo and design, the site now resonates more with visitors, capturing their attention and encouraging them to delve deeper into the services.

Enhanced website design

The website design was fully optimised for search engines, ensuring that Dr. Seni remains visible and accessible to those seeking his expertise. The sleek user interface also helps boost SEO performance in terms of enhanced user experience.

In medical web design, it is essential to have a simple and uncomplicated website layout, especially when visitors are searching for medical information – it needs to communicate effectively, and not overwhelm the visitor with unnecessary information.

Website design elements

We also embedded strong call-to-action elements for visitors, encouraging them to arrange a consultation, because Dr. Seni offers such a personal service, there is only so much guidance we can provide on the website before the visitor needs to be assessed individually.

We also included social media icons and a direct contact button, which helped reinforce the notion that potential clients can easily communicate with Dr. Seni and his team. We created a positive website experience with seamless navigation throughout the entire website design.

Rich SEO content

We also created rich SEO content for the website, ensuring that we used strategic keywords for optimum visibility. The homepage is designed to be the gateway to Dr. Seni’s expertise, features a captivating hero banner, detailed information about Dr. Seni, an informational video, and a comprehensive list of his services.

With client testimonials and additional insights about Dr. Seni visitors get a holistic view of what to expect when they choose him as their surgeon.

News/blog section

We also created a dedicated news/blog page, featuring long-form SEO content crafted by the ProfileTree team. This would help kickstart the SEO campaign and attract visitors to his newly launched website.

This also provided a launch pad for Dr. Seni to continue creating his own content, he now regularly updates the site with articles on his thoughts on industry topics, insights into his expertise, and all of the latest news regarding his business.

A blog section is particularly beneficial for medical web design, it’s a way for audiences to find your business and connect your brand with offering industry expertise. If visitors value your content, search engines deem you to be a credible resource – so it’s a win-win all around.

Gallery section

A dedicated gallery section is also particularly important in medical web design. It showcases results, sets expectations and highlights the expertise of Dr. Seni as the ideal surgeon. We ensured that the gallery section was well formatted and presented so that visitors could quickly scan his full portfolio of work.

Testimonials

We also showcased client testimonials throughout the website; on the Homepage and About page. This is essential in medical web design, it reassures potential patients and provides them with the essential information that they will be seeking.

Our Approach

Updated Brand Identity

Enhanced website design

Website design elements

Rich SEO content

With client testimonials and additional insights about Dr. Seni visitors get a holistic view of what to expect when they choose him as their surgeon.

News/blog section

Gallery section

Testimonials

The Results

The refreshed Dr. Seni website is now a sleek, professional online space that positions Dr. Seni as an expert within his field. It welcomes visitors who are seeking medical advice regarding breast care and breast surgery and it encourages potential patients to seek the surgical expertise of Dr. Seni.

90 on-page SEO score

The new website now has a 90 on-page SEO score, which indicates that it has been well-optimised according to the standards of most SEO tools. In our web design, we used the following;

Keyword optimisation
Meta tags
Header tags
Image optimization
Enhanced URL Structure
Internal and External Linking
Mobile Responsiveness
Enhanced Page Speed
Enhanced schema markup

These technical aspects of SEO helped us achieve an on-page score of 90 for Dr. Seni, meaning his website is in the ideal position to reach audiences and climb up the ranks of search engine results.

A satisfied client outcome

Dr. Seni was extremely satisfied with the outcome of this website build. It was sleek, professional and easily navigated, which was one of his main concerns at the beginning. The fact that he could now add blog content is a testament to the simple back-end functionality we implemented.

The website now captures the essence of his practice while offering a seamless and informative experience to visitors. Whether you’re a potential client or a curious visitor, the website promises a journey of discovery and rich engagement.

Why This Medical Web Design Approach Works

Designing for the medical sector involves more than visual appeal or content volume — it requires an understanding of user psychology, regulatory context, and long-term digital scalability. Here’s why this particular approach to medical web design succeeded:

1. Built Around Patient Psychology and Behaviour

Users visiting a medical website are often in a heightened emotional state — facing uncertainty, looking for clarity, or managing sensitive health concerns. Traditional design principles fall short if they don’t consider this. Our approach centred on cognitive ease:

Linear content flow with limited distractions guided users toward critical decisions
Reduced cognitive load through visual hierarchy, consistent iconography and simplified language
Assurance techniques such as “micro-affirmations” (e.g., subtle trust cues near forms and CTAs) were used to comfort visitors in decision-making

This human-first model ensured the website didn’t just inform — it reassured, which is often the differentiator in the medical space.

2. Designed for Search Intent, Not Just Keywords

While SEO elements were implemented across the build, this strategy was not driven solely by keyword inclusion. Instead, we prioritised search intent alignment, ensuring that every page, block and heading answered a specific user question or decision point.

For example:

Users seeking “breast reconstruction surgery” are often comparing between surgeons — we structured content to highlight differentiators, not just procedures
Navigational design supported both informational and transactional intents, allowing users to jump between educational content and enquiry forms seamlessly

This approach supports both SEO performance and conversion simultaneously, which is often missed when sites focus too heavily on either content or UX.

3. User Trust Was Engineered, Not Assumed

Rather than relying on generic testimonials or credentials, we embedded structural trust-building mechanics into the website’s layout and interactions. These included:

Information architecture transparency — key pages like pricing, qualifications, and clinical affiliations were surfaced within one or two clicks
Visual feedback design — button hover states, validation cues and interaction responses gave users confidence that the site was safe and functional
Uninterrupted credibility flow — no intrusive popups, no misleading CTA text, and no stock imagery that could undermine authenticity

This method treats trust not as a feature but as a system — a flow maintained from homepage to contact form.

4. Modular Design System for Future Scaling

Rather than building a static brochure site, we developed a component-based layout system — enabling the site to grow without losing consistency. Each section (testimonials, service cards, FAQs) was designed as a repeatable module with variant styles, allowing:

Easy addition of new procedures or treatments
Themed landing pages for campaigns (e.g., awareness month tie-ins)
Smooth integration of new media formats (e.g., explainer videos, downloadable leaflets)

For a growing medical practice, this flexibility is vital. It ensures the website remains relevant as the service offering evolves — without requiring costly redevelopment.

5. Regulatory Alignment Without Sacrificing Personality

One of the most overlooked areas in medical web design is balancing compliance with tone. It’s easy to slip into overly cautious or sterile language to avoid regulatory missteps, especially when working in fields that touch on patient safety or post-surgical outcomes.

We maintained compliance with UK standards (e.g. NHS comms tone, GDPR and CAP guidelines) while still ensuring the brand voice remained personable. This was achieved by:

Structuring language around patient experience rather than promotional claims
Avoiding absolutes or guarantees — favouring evidence-backed phrasing (e.g., “Many patients experience…” instead of “You will benefit from…”)
Including links to external sources and affiliated medical institutions for transparency

The result was a trustworthy site that still felt human, approachable and brand-consistent.

This project succeeded because it aligned with what both users and search engines require in a medical context: reassurance, clarity, credibility, and technical performance. Instead of building a site that just looked professional, we delivered one that functions as a true digital extension of Dr Seni’s practice.

It’s a model for medical web design that goes beyond compliance and conversion — and into long-term value and trust.