Website Revamp for Medical Spa Club
Objective
To enhance website performance and user experience to drive organic traffic, improve client engagement and increase booking conversions.
Deliverables
It was a major website rework project with many enhancements made, including:
Search Engine Optimization (SEO)
- Technical:
– improved site speed by unloading unused and unnecessary plugins and performing image compression
– carried out links audit and broken links fix
– performed a thorough examination of the site structure to make sure the website is mobile-friendly and can be indexed by search engines properly - On-site:
– polished main texts with updated stock and clinic photos
– implemented best practices for keywords, meta tags, website structure and internal linking, etc - Off-site:
– actively maintained Google My Business profile and social media accounts by creating post updates and linkbacks to the website
– encouraged clients to review and rate their experiences with the clinic
Improvement in User Experience (UX)
With improved menu for easier navigation; whole web design and presentation adopting consistent brand colours and tone; and mobile responsive design catering to various screen sizes to create pleasant experiences for visitors and target audiences.
Enhancement of Web Performance and Metrics
Elevated GTmetrix web performance grade from F to A resulting in increased organic traffic and engagement indexes such as doubled session durations and reduced bounced rates. Booking conversions were also steadily improved.
GTmetrix Reports and Why Page Speed Matters
GTmetrix is a platform to test and monitor a website’s performance.
How fast a website loads (page speed) is important because of two main reasons:
A) A slow performing website will frustrate users as they waste time for scripts and images to load;
B) Google (the largest search engine company with over 85% in search market share) has publicly listed page speed as one of the crucial criteria in their ranking algorithm.
In summary, a faster loading website keeps visitors more engaged and focused on the content that creates a good experience, resulting in a higher ranking in search engine results.
Before revamp: Grade F
- Performance: 35%
- Structure: 76%
- Largest Contentful Paint: 3.8s
- Total Blocking Time: 305ms
- Cumulative Layout Shift: 0.16
After revamp: Grade A
- Performance: 99%
- Structure: 93%
- Largest Contentful Paint: 683ms
- Total Blocking Time: 76ms
- Cumulative Layout Shift: 0.04
* Only summary pages are shown; page 2 of the after revamp report shows the upward performance during the revamp period.
Google Search Performance
The company appears at #1 or in one of the top positions in search results of several high-competition keywords, such as “ultherapy near Richmond, BC“, “coolsculpting near Richmond, BC“, “medspa in richmond“:
