Dr Barendt van den Bergh

Choosing a surgeon is a personal decision, and patients want to feel informed before they make contact.

Patients we're facing:

• Procedure information that was hard to find and hard to compare
• Dense medical content with little plain-language explanation
• Very little reassurance about what to expect before a consultation
• A website that didn't reflect the standard of the practice

From a business perspective:

• No clear structure for the range of procedures on offer
• Limited SEO visibility for procedure-specific searches
• A weak path from browsing to booking a consultation
• Statistics and medical diagrams that needed to be verified, replaced and properly sourced

We approached this project with two key goals:

1. Build Trust Through Clarity

Create a site where patients can:

• Understand each procedure in plain language
• Rely on health information sourced from South African bodies such as CANSA
• See how the practice handles their privacy, with patient imagery and testimonials managed in line with POPIA
• Move from research to enquiry without friction

2. Build a Structure That Can Grow

• Procedures organised under clear categories
• One consistent template for every procedure page
• SEO-ready architecture with correct breadcrumb paths
• Every page leading naturally to a consultation request

1. An Editorial Look and Feel

The site takes its cue from a premium magazine. Playfair Display carries the headings, Space Grotesk handles body text and interface elements, and a steel blue sits against dark charcoal. The result feels considered and calm, which suits the subject.

2. A Structured Procedure Library

Procedures live in their own custom post type with category taxonomies, so each one is presented the same way and stays easy to find. A mega menu lets visitors reach any procedure in a click or two, and Rank Math breadcrumbs keep the hierarchy clear for both patients and search engines.

3. Built to Convert

A contact form with procedures grouped by category in the dropdown
A testimonial carousel that is keyboard accessible
A before-and-after gallery with category filtering and drag-to-reveal sliders, ready for real patient images once written consent is in place

4. Search and Tracking Foundations

FAQ schema, Rank Math SEO setup and GA4 event tracking give the practice a clear view of how patients find the site and when they enquire.

• A single, organised home for every procedure the practice offers
• Clearer navigation from first click to consultation request
• Health content aligned with South African sources
• A consent-first approach to patient imagery and testimonials
• A search-ready structure the practice can keep adding to