Web design for private clinics in Wimbledon.

Wimbledon is really two places, and the 233 practices listed within three kilometres are split between them. Wimbledon Village up the hill has consulting rooms above the shops and a patient who walks in, while the town centre around the station draws from a far wider catchment arriving by District line, mainline train and tram.

A site here has to decide which of those it is speaking to before it says anything else. The village patient is choosing between neighbours and wants to know you are the specialist rather than the generalist. The station patient is comparing you with a practice in Kingston or a trip into central London and wants a date and a price.

Demand in this corner of south west London leans toward sports injury, joints and orthopaedics, and the local term sits at difficulty 9 with 40 searches a month. That is a term worth building for, though not one that will move on its own overnight.

What decides an enquiry in Wimbledon?

Whether the site knows which patient it is for. A knee page that speaks to a runner from Wimbledon Park on a Sunday morning reads differently from one written for a retired resident who has been told to wait for a hip, and a practice that addresses both on one page convinces neither.

Then location, stated the way locals say it. Wimbledon Hill Road separates two versions of the town in the mind of anyone who lives here, and a practice that says which end it sits at saves the patient a question.

The proxy term at difficulty 9 measures general demand for web design rather than demand for clinics, so treat the 40 searches as a sign of a town that looks things up rather than as a queue of patients. The page is built to hold a local position for the orthopaedic and sports work the area generates.

What we build for practices here

• A procedure page for each of the joint and sports injury problems this town produces, rather than a single list of everything you treat.
• A clear statement of whether you sit in the village or by the station, because Wimbledon patients read the two as different places.
• Comparison with Kingston and central London framed on appointment date and travel time, for the patient weighing all three.
• Built for a term at difficulty 9, which means a steady local position over months rather than a quick win.