Client
01
The brief
CQC-registered clinic, founded by a registered nurse with 25 years' NHS experience, Harley Street credentials. The job: put the nurse first, and give people searching for a treatment a reason to click.
02
The challenge
Tina Birkinshaw is a registered nurse with 25 years' NHS experience, Harley Street-trained and British Menopause Society-trained. Her clinic is CQC-registered. In the three months to March 2026, Google showed her site 33,915 times and 159 people clicked: a 0.47% average click-through rate. The homepage was clicked at 7.55%. Some treatment pages were far lower: the nasolabial folds page was shown 3,246 times for one click.
03
Our approach
The site leads with Tina: her name set in the brand's script, her CQC registration and British Menopause Society training in the opening lines, her photo, and every treatment on its own page with FAQ markup and a booking button. From her Search Console data we drafted a ten-post content plan across five treatment clusters, each written to carry Tina's name and clinical sources, ready for her sign-off.
Decisions, and what they beat
What was chosen, what it replaced, and why. Each one is a call we would make again.
01
On the site
The nurse is the brand: Tina's photo, credentials and CQC registration first
Instead of
A service-list homepage, which buries the credentials
02
On the site
Every treatment on its own page, with FAQ schema
Instead of
One long treatments page, when people search the treatment, not the clinic
03
Recommended
Fix the pages Google already shows before chasing new keywords
Instead of
New keywords first, when the impressions are already there
04
Recommended
Long-form guides under Tina's name, with clinical sources
Instead of
300-word SEO filler, which fails a medical reader's trust test
I finally feel confident sending clients to my website.
What we'd do differently
Next time we would pull Search Console data before writing treatment pages, so the demand shapes every title and description from day one.
