Someone researching fertility treatment is making one of the biggest decisions of their life, often over weeks or months, and often on a phone late at night.
They look up what a treatment involves, what it costs, what the success rates mean and who they’d be talking to. A clinic’s website is where a lot of that research ends up, so what the site says, and whether anyone can find it, matters.
I’m Paul Myers, an independent SEO consultant with nearly 20 years in search, based near Liverpool. I work with clinics on making the treatment pages findable and useful, and on not losing what they’ve already earned when the site is rebuilt.
Where do clinics lose visibility?
Often in the places nobody is watching.
The treatment pages may be seen a great deal and clicked rarely. Pages outside the main site structure may bring in traffic that nobody remembers. A redesign can change URLs and leave old ones pointing at an error. Two pages can compete for the same cost question. And on a phone, which is where most visits come from, the site may make it hard to move around.
None of this is exotic. It’s what a careful audit finds before the redesign instead of after it.
What it looked like on a real clinic
The Evewell is a London fertility clinic that decided to rebuild its WordPress site. I worked on it as a freelancer from June 2026, producing the SEO briefs for the redesign.
The pre-migration audit used Search Console, a full crawl, third-party search data and analytics. A few findings shaped the project.
The IVF page, the most searched treatment, had around 364,000 impressions a year but only 133 clicks, at an average position of 22.9.
One page outside the /support/ section drew 5,145 clicks a year, the ninth-highest traffic page on the site. Tidied into a new structure without a redirect, it would have sent those clicks to an error page.
An old IVF landing page redirected to a URL that itself returned a 404.
A cost guide and the pricing page were competing for overlapping cost searches. And around 81.5% of organic visits were on mobile, with no breadcrumb navigation to help them.
Everything was built around a 207-URL redirect map, so every old URL had a confirmed destination before the build began. The findings became 13 development briefs and 16 content briefs, plus schema templates for treatment, condition and clinician pages.
The new site is due to launch in late 2026, so I can’t report the result yet. The Evewell case study has the detail.
What I do
I audit the site before a redesign, so the build protects what’s already earning visitors.
I map every old URL to its new home, and test where each redirect ends.
I write briefs for the developer and the content team, one issue at a time, so they can act without translating.
I plan the treatment pages around the questions patients actually ask: what the treatment involves, the process step by step, what affects the cost, and who they’d see.
I set up templates for clinician and treatment pages so search engines and AI systems can read who the clinic is and what it offers.
And I check the work once it’s live, then watch Search Console in the weeks afterwards.
A note on claims
Fertility advertising has strict rules about what a clinic can say, especially about success rates and results. I don’t give regulatory advice. Anything a page claims should be checked by the clinic against the guidance that applies to it, and I write pages so the claims come from the clinic’s own data and named clinicians, not from me.
What I’d start with
It depends on what’s already broken. If a rebuild is planned, I’d start with the audit and the redirect map, because they’re cheapest to fix before the build. If the site is live and enquiries have fallen, I’d start with Search Console and tracking.
Then the main treatment pages, then the rest.
What does it cost?
I don’t sell packages. Work starts from £150 for smaller pieces of advice or defined jobs, and ongoing work costs more, depending on the size of the site and the scope. A free assessment tells you what I’d do first, with no obligation. The pricing page explains how it works.
Talk to the person doing the work
There is no account manager here and no team to be handed to. If you get in touch, it’s me who reads it, me who looks at your site, and me who does the work if we go ahead.
Get in touch, or start with a free assessment. If you’re planning a rebuild, what goes wrong in a site migration and the site migration checklist are worth reading first. My wider healthcare and clinics page covers other practices.
FAQ
What does SEO for a fertility clinic involve?
Making treatment pages findable and useful, protecting existing visibility through a redesign, and tracking enquiries. In practice that’s an audit, a redirect map, briefs for developers and content, and checks once the site is live.
How do I stop a redesign losing my clinic’s traffic?
Audit before the build. List every page that earns visits, including ones outside the main structure, and confirm a redirect for each. Then test where each redirect ends, and watch Search Console after launch.
Can a clinic publish success rates on its website?
That’s a regulatory question, and I don’t give regulatory advice. Any claim about success rates should be checked by the clinic against the guidance that applies, and come from the clinic’s own data.
Why does my IVF page get impressions but few clicks?
It can mean the page ranks too low to be clicked, or the listing doesn’t answer what people want. On one clinic the IVF page had around 364,000 impressions and 133 clicks at an average position of 22.9, so position was a big part of it.
How long does SEO take for a fertility clinic?
There’s no reliable number of weeks. Fixes to redirects and indexing can help soon after Google rechecks the site, while treatment page improvements take longer to be found and judged. I’d agree what to watch each month.