Web design for private clinics in Westminster.

Westminster is the unusual case in this research. The market is nearly as dense as Marylebone at 2,565 listings within three kilometres, but the local search term measures at difficulty 3, which is close to the bottom of the scale.

That gap between how competitive the street is and how competitive the search results are is the whole opportunity. The practices around Victoria and St James’s are competing hard for referrals and barely competing at all for the patient who opens a search box.

A site built properly here can be visible in weeks rather than quarters, which is not true two miles north.

What does a website in Westminster have to answer?

Where you are, precisely, and how to get there. This sounds trivial and it is not. Westminster patients come in by train to Victoria, by tube to St James’s Park, and by car to a postcode where parking is a genuine deterrent. A page that says “five minutes from Victoria station” removes a reason to choose someone else.

Then insurer recognition, above the fold. Then the procedure, written for the patient rather than the referrer.

The unusual thing about this area is that the local search term is soft. A difficulty reading of 3 on a market of 2,565 practices means that most of them are competing for referrals and almost none are competing for the search box. A page that is built properly now is likely to hold its place for a long time, because the competition for it is not arriving.

What we build for practices here

• Local pages built while the difficulty reading is still 3, before the rest of Victoria notices.
• A page per consultant wherever the specialisms differ, so your own colleagues stop competing with each other.
• Journey detail from the mainline stations, because patients travelling in think in trains rather than postcodes.
• Insurer recognition stated plainly, since this is one of the most heavily insured patient populations in the country.