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Aesthetics never looked better

Responsive website with a considered architecture and some useful new features.

Healthxchange Pharmacy is a respected supplier of pharmacy products to medical professionals within the Aesthetics and Cosmetics industry.

Background

With a large network of clinics around the UK and Ireland, Healthxchange is the UK supplier for Botox and Obagi, as well as a wide range of other brands and devices such as Ultracel.

The project

The Healthxchange website was dated and not responsive, and struggled to attract significant levels of search engine traffic due to a lack of content. The project also required the build of a clinic finder, allowing users to dynamically search for clinics depending on their need and location.

The methodology

We carried out extensive keyword research in order to understand the phrases that users were typing into search engines. This research showed us that we could start to target users with new types of content based around skin problems, and position the most relevant products in front of people.

This would position the site earlier in the customer journey, enabling more people to find Healthxchange before they have thought of visiting one of the clinics. The keywords helped us build out the information architecture, developing a whole new section for strategic content marketing called "Your Skin".

We also worked with Healthxchange to develop user personas, outlining what each user persona would be seeking from the website, and defining the journey that we would want them to take. With this information, and an architecture agreed, we created the wireframes to define the placement of content, imagery and calls to action.

We opted to build the site in ExpressionEngine thanks to its ability to handle complex levels of content and its suitability for the clinic finder tool. We also integrated the login with an existing site. Seamless logins on both sites meant users only had to login once to access both sites.

Results

The feedback we received was excellent, and the site’s rankings improved almost immediately, with top 3 rankings for strategically important keywords such as "aesthetic supplies" and "aesthetic suppliers".

Organic traffic has also increased, with year-on-year organic search traffic up 47% in January.

We continue to work with Healthxchange on a number of projects, and we are delighted with the response the site has received.

"I am pleased to say that our initial project with CLD was not just delivered on time and to budget, but to a very high standard. Our briefing was followed by the CLD planning stage, which gave us reassurance and meant we had a strategic approach to structure and content."

"The design work was carried out to a very high standard, and the ExpressionEngine CMS is secure, flexible and easy to use. The feedback from our clients is hugely positive; the improved metrics are also a clear indication that it's working for Google, too."

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