< Web development case >
Website development for the network of podiatry clinics "Feet in Hands" with a focus on trust and conversion rate
Setting key objectives
01. Assignment
The goal of the project is to create a modern, understandable and efficient website that will become an online showcase of a medical network, strengthening trust, increasing conversion from organic traffic and simplifying communication with clients.
Key tasks:
- Present “Feet in Hands” as an expert and reliable medical brand in the field of podiatry.
- Emphasize the advantages of the center: a team of specialists, modern equipment, an individual approach.
- Provide convenient and logical navigation with an emphasis on user experience (UX).
- Integrate SEO fundamentals for organic growth and patient acquisition from Google.
- Set up conversion elements: registration forms, online consultations, feedback widgets.
Realization of the set tasks
02. Stages of work execution
The project was implemented according to a multi-stage scheme with a deep dive into the specifics of the medical niche and the needs of the target audience – from UX analytics to SEO preparation and content architecture.
1. Research and audit
We started with an analysis of the industry and competitors: what they offer, how the sites are structured, how they communicate with users. We clarified the USP of the “Feet in Hands” brand, conducted interviews with representatives of the clinic and compiled a profile of the target audience: patients 25–55 years old, often women, who care about health and aesthetics.
What we did at this stage:
- We analyzed dozens of websites of clinics and podiatry centers in Ukraine.
- We highlighted the key advantages of “Feet in Hands” that should be in focus.
- We formed a strategy for presenting information and a structure of sections (site map).
Clients often don’t know “what should be on the site.” This is where it is important to set the direction – and we set it.
2. Development of UX/UI design
Objective: to make the site as “user friendly” as possible, with an emphasis on the feeling of cleanliness, safety, and medical professionalism.
What has been implemented:
- We chose a light, “airy” design with dominance of white and accents in the signature palette.
- We worked on the main page as a landing presentation: USP, services, doctors, benefits, reviews, registration form.
- Created templates for internal pages: “About the center”, “Services”, “Specialists”, “Contacts”, “Blog”.
- UX features: sticky “Sign up” button, feedback form on every page, registration calendar.
Frequently asked question: “Will you make sure the site doesn’t look like everyone else’s?” – We’ll do it. And at the same time it will be convenient and understandable.
3. Development on WordPress
The platform was not chosen by chance – it is important for the client to have access to content and the ability to easily edit or add information.
What was implemented:
- Adaptive layout for all devices.
- Development of a custom theme with blocks for medical tasks: services, doctors, reviews, promotions, registration form.
- Multilingual support (Ukrainian/Russian).
4. SEO-optimization
Even before launch, we implemented basic SEO fundamental elements so that the site not only existed, but worked to attract customers from search. Given the competition in the medical niche, we focused not only on services, but also on the expertise of the team.
What we did:
- H1–H3 structure, human-readable URLs for all pages.
- We optimized images, configured caching, and introduced lazy-load to increase loading speed, especially on mobile devices.
- Installed analytics tools: Google Analytics, Search Console – to track user behavior and evaluate SEO results.
- We added individual SEO-optimized pages for doctors – with photos, experience, areas of work and reviews. This strengthened the trust factor and made it possible to expand coverage for “personalized” queries (for example, “podiatrist Irina Odessa” or “treatment of nail fungus by Dr. Ivanenko”).
The client asked: “When will the traffic start coming?” — Technical traffic began within a week after indexing, and organic growth is predicted in 1–2 months with regular blogging, publishing case studies and increasing local SEO.
5. Testing and launch
Before the launch, we tested: cross-browser compatibility, mobile adaptation, usability, form functionality, security.
At this stage:
- We checked the site on iOS and Android devices.
- We set up an SSL certificate and protection against bots.
- We provided the client with instructions on how to independently add news and update services.
The site has been successfully launched and is already bringing in leads in the form of entries through forms.
Achievement of key objectives
03. Expected result and actual result
The plan was to create a simple, understandable and professional website that would reflect the “Feet in Hands” philosophy – care, safety and efficiency.
It turned out:
- A modern, intuitive resource with a clear focus on the patient.
- Increased trust in the brand – according to reviews, patients began to refer to the site more often when making an appointment.
- Increase entries through an online form – especially from mobile devices.
- Ready SEO base for future promotion and blog content.
The website has become more than just a showcase – it has become a working tool for attracting new patients and building trusting relationships with the target audience.
FAQ about creating a podiatry clinic website
How do you design a website so patients trust from the first screen?
What should the website of a podiatry clinic look like?
The website of a podiatry clinic is not just a business card, but a full-fledged tool for creating trust and attracting patients. It should be clear, informative and visually pleasing. People come with sensitive problems, so it is important: a clear structure of services, photos of offices, doctors’ faces, a section “about problems and solutions.” In the “Feet in Hands” project, we focused on calm colors, medical aesthetics, direct texts and quick access to recordings. This is a site where it’s clear from the first screen that help is here.
Why is SEO important when developing a clinic website?
SEO is the foundation of organic traffic. Especially in medicine, where people are looking for services for specific symptoms and problems (for example, “ingrown toenail treatment Kyiv”). For “Feet in Hands” we thought through the structure: separate pages for services, frequently asked questions, a blog about podiatry, SEO headers and micro markup. All this helps the site reach the top of Google and receive patients without advertising. And competent optimization for E-E-A-T (expertise, experience, authority and reliability) increases trust even among those who are visiting the site for the first time.
How to increase conversion on a medical website?
Conversion increases when a person easily finds what they need and does not doubt your competence. On the “Feet in Hands” website we have implemented: convenient registration forms (including floating and embedded in the text), CTA buttons next to important information, online consultations and quick contact widgets. Also - a clear doctor’s card, patient reviews, before/after, and navigation that leads the user as if through steps. All these elements work for one thing - so that the client does not leave, but signs up.
How does a website help build trust in a medical brand?
Through reality and simplicity. We do not promise “everything in one visit,” but we honestly tell you how the diagnosis is carried out, who works in the clinic and what results are possible. “Feet in Hands” is a brand that treats with care, and this should be visible from the first second. Therefore, the site has blocks “team”, “certificates”, “before and after”, “questions and answers”, “how we treat”. All of these are anchors of trust, without which a medical website will not work. People don't want to read marketing, they want to see the truth.
What pages must be on the website of a podiatry clinic?
The minimum set is the main page, about the clinic, services with detailed descriptions, doctors’ cards, contacts with the card, a registration form and a blog. We went deeper: for “Feet in Hands” we added pages for individual problems (calluses, fungus, diabetic foot), created a FAQ for each area, and linked the sections together with internal links. This improves both SEO and user experience. A person searched for “treatment for cracked heels” and immediately found himself in the right topic, and then the site led him to an entry.
How long does it take to create a website for a podiatry clinic?
On average - from 4 to 6 weeks, depending on the number of services and the client’s wishes. In the case of “Feet in Hands,” there was a full cycle: analytics, structure, UX prototype, design, layout, SEO content and testing. We also separately trained staff to use the site so that they could independently update prices, add specialists or publish articles. This is a full-fledged ecosystem - not just a website, but a tool that works for the clinic every day.
