LPSA
Website
The Background
London Plastic Surgery Associates (LPSA) is one of the UK’s leading plastic surgery practices. This group of surgeons has taken significant steps in promoting their previous website through both natural search and pay–per–click programmes.
Their website was in need of a contemporary look, appealing more effectively to a growing audience whose expectations are driven by aesthetic appearance rather than technical capability. It was absolutely crucial that any new design did not negatively impact upon the site’s search engine performance.
The Work
Using a design and deployment plan that would offer the least negative impact upon any search engine performance, we maintained the existing site’s URLs and sought to maintain content consistency in metadata, file and image names wherever possible, with any modifications to the architecture accounted for and counterbalanced in terms of the SEO.
The site’s ‘look & feel’ was tailored to the target audience of predominantly wealthy women, aged between their early 20s and their mid 60s, creating a design that married luxury brands with spa products. The association was very protective of their brand, but acknowledged that it needed to be refreshed to apply to this audience and improve the appeal of the site.