Health searches carry more weight than most. People researching a treatment, symptom or product need accurate information from a source they can trust, and search engines are careful about which pages they show. I’ve worked with The Evewell, a London fertility clinic, on protecting its visibility through a full redesign, and with condoms.uk, a sexual wellness retailer whose health content is sourced from the NHS, WHO and peer-reviewed research.
The search challenges clinics and health businesses face
Trust is the deciding factor. Health pages need to show who wrote or reviewed them, what their qualifications are and where the information comes from. Anonymous, unsourced content struggles.
Treatment pages with visibility but few clicks. Clinics often appear for high-volume treatment searches but compete with the NHS, national groups and health publishers, so pages need to be genuinely more useful to earn the click.
Sensitive subjects. Many health searches are private and personal. Content has to be clear, respectful and free of alarmist or overstated claims.
Redesigns put years of visibility at risk. Clinic websites are often rebuilt, and treatment, condition and cost pages can be lost or weakened in the process.
AI answers on health questions. AI Overviews answer many health questions directly, so pages need clear, accurate answers worth citing, with the depth a summary can’t give.
How I approach it
| Area | What it involves |
|---|---|
| Treatment and condition pages | Clear answers near the top, the clinic’s process, relevant data and full FAQs |
| Trust and authorship | Named clinician authors or reviewers, credentials and primary sources |
| Site structure | One clear page per treatment, condition and cost question, without overlap |
| Schema | Markup for the clinic, treatments and clinicians |
| Migrations and redesigns | URL inventory, redirect map and launch checks that protect existing visibility |
| Sensitive content | Respectful, practical content on questions people won’t ask in person |
The Evewell
The Evewell’s IVF page, its most searched treatment, drew around 364,000 impressions a year but only 133 clicks, at an average position of 22.9. At the same time, a planned redesign put the site’s existing visibility at risk. The pre-migration audit found a page outside the main site structure bringing in 5,145 clicks a year, and an old IVF landing page that already redirected to an error.
Everything was built around a 207-URL redirect map, with briefs for each stage of the rebuild and a treatment page brief calling for a short, quotable answer near the top, the clinic’s process, clinic-specific success data, a named clinician author and a full FAQ. The Evewell case study covers the plan.
condoms.uk
condoms.uk answers the sexual health and product questions people would rarely ask in a shop, with medical information sourced from the NHS, WHO and peer-reviewed research, and disclaimers where appropriate. In the past 12 months the site generated 17 million impressions and 204,121 clicks from Google, according to Search Console data from 15 September 2025 to 14 September 2026. The condoms.uk case study covers the content strategy.
Services for clinics and health businesses
- Content quality and E-E-A-T
- Redesigns and relaunches
- Schema markup
- Google AI Overviews and AI Mode
- Content strategy
FAQ
How can a private clinic rank for treatment searches?
By making each treatment page the most useful and trustworthy answer: a clear explanation near the top, the clinic’s own process and data, a named clinician author, costs where possible and a full FAQ. Clinics rarely outrank national health sites on broad terms quickly, so specific treatment and location searches are often the realistic starting point.
Who should write health content for a clinic website?
Content can be drafted by a writer, but it should be reviewed by a qualified clinician and show their name and credentials. Facts should be sourced from primary sources such as the NHS, official guidance or peer-reviewed research. That protects patients and helps readers and search engines trust the page.
Will a website redesign affect a clinic’s search visibility?
It can, significantly. Redesigns often change URLs, remove content and alter treatment pages. A pre-migration audit, a redirect map for every page that earns traffic, and checks before and after launch protect existing visibility, and the rebuild can be used to improve the pages that matter most.
Running a clinic or health business?
Get in touch, or start with a free assessment. The site migration checklist is worth reading before any redesign.