Following the creation of a new Harley Street Skin Clinic in Reigate, Surrey, the Director of Clinic Services was looking for a new website.
It needed to be on brand; look clinical and professional but warm and welcoming. It needed to support a very large number of service pages through a complex structure, due to the vast range of cosmetic procedures and treatments available. And crucially it needed to contain accurate, important clinical information, objectively explained and clearly presented.
Due to the very high volume of content, The Harley Street Skin Clinic, Indigo Marmoset and Word Salon had to work together in an organised way, making planning and communication key aspects of this project.
What we did
Web Design and Marketing
This resulted in the build of a new website with strong professionally copy written sales pages for each treatment. We also made several other improvements including: site structure and navigation, making the site mobile responsive and improving the page load times.
With the help of a Google pay-per-click and SEO campaign, the website is now generating Davina and her business a steady stream of new customers.
Drag & Drop Page Builder
Mobile Responsive Design
In addition to a homepage which presented the clinic positively and built the tone of voice and brand which was right for the business, around 70 pages of cosmetic procedures were required to be written.
Keeping a consistent format, producing an engaging headline, thoroughly researching procedures and ensuring accurate medical details made this a real copywriting challenge. It took a lot of research time and proofing, balancing promoting the benefits of the procedures with objective advice and guidance.
A thorough briefing session with the client designed to extract the selling points, benefits, story, aspirations, target audience and personality of the business.
Time spent researching existing marketing materials, the market sector, competitors as well as detailed research.
Before writing anything, I developed the core messages. Established the tone of voice. Created themes. Defined the words and phrases that would resonate with the target audience and as well as support the SEO strategy.
Crafting engaging, compelling, creative copy which was on brand, spoke in the right tone of voice for the audience and conveyed the information needed clearly.
Careful and strategic use of keywords and phrases to support organic SEO; working closely with the web developers in analysing the right keywords to target for the best results.
The copy is proofed and reproofed as many times as necessary to ensure accuracy.
”I embarked upon a new website last year. Before engaging a company to do this I was very keen to support a local small business. I felt a local small business would be best placed to know my market and focus on my ideals within the local community.
Having engaged Indigo Marmoset, I was acutely aware of the size of the project and the time it would take out of my own business to write some 70-80 pages of content to make the website workable and cover the many services that we offer. Having been introduced to Elizabeth at Word Salon previously, I arranged to have a meeting and engage both parties to work on the project together. This joint effort propelled the project and it soon became very clear that having copy and design provided simultaneously made what would have been a daunting project almost effortless. To say that I am pleased with the pooled effort is an understatement. The professionalism, support and timing was worth the effort, energy and fees to create a seamless project that delivers.
If I had to embark on another website, I would not change a thing. A professional looking and professional delivering website is essential if you want to attract the right type of clientele to your business”.Davina Saunders