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Healthcare

Hospital website — medical content architecture

Separating overlapping medical pages through search-intent analysis, a clear hierarchy and contextual internal links.

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APPROACH DIAGRAMA clear content hierarchy
  1. Primary topic
  2. Specific questions
  3. Contextual links
Diagnosis → targeted changes
Technical workflow

CLIENT & CONTEXT

What was the brief?

The hospital website had several pages about hip replacement. The task was to distinguish the main service page from articles answering specific patient questions.

What needed to be addressed

Several URLs addressed almost the same search need. Visitors could struggle to distinguish the main service information from supporting articles. Repeating a keyword alone is not proof of a problem: the purpose of each page needs to be compared.

APPROACH & DELIVERY

The work delivered

  1. 01

    Audit by intent

    We compared each page’s topic and purpose, separating the core service from specific patient questions that deserved their own explanation.

  2. 02

    Define the primary and supporting pages

    We identified a primary URL for the topic and a distinct role for supporting content, instead of several near-identical entry points.

  3. 03

    Connect the content

    We organised internal links and their labels so readers could move from a specific question to the main service information.

Deliverables

  • Map of overlapping topics and search needs
  • A defined primary-and-supporting page hierarchy
  • Contextual internal linking

RESULT & PRACTICAL VALUE

What was delivered

The main page presents the service, while supporting articles address specific questions and link back to it. A patient can move from an individual question to the broader information about the procedure.

Related projects

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Vitosha Hospital — website view

Orthopaedics & healthcare

Vitosha Hospital

Around a year of work on the orthopaedic hospital’s technical foundations, site structure and content. The client’s reference describes substantial organic traffic growth and improved visibility for key services.

  • SEO
  • Case studies

Brief, approach and evidence

THE NEXT STEP

Do your pages compete to answer the same question?

Send your website address, main goal and what makes the customer journey difficult today. We will discuss the context and the right first review; scope, timing and price are agreed before work starts.

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Let’s discuss your website

First, we clarify what you need.

After receiving an enquiry, we discuss the context and whether we can help. Scope, price and timing are agreed before work begins.

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Tell us what you want to improve

Email your website address and a short outline of the situation:

  • Which service or audience matters most?
  • What is not working as you expected?
  • Is there an upcoming change or deadline?
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