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An SEO challenge


Spire Healthcare



Web content


The Task

We were briefed to create new web content for this hospital group website and 32 individual hospital sites. Our content strategy addressed:

  • Lack of content strategy

  • No centralised and consistent editorial process

  • Content written from a medical perspective and difficult for users to understand

  • Inconsistent tone, quality, style and display

  • Duplicate content across the central and hospital sites

  • Cannibalisation of SEO activity

Spire healthcare sitemap
Spire healthcare website pages


Our website strategy was to give diagnosed patients the answers they were searching for, and also create a funnel of new patients by identifying symptoms.


  • Design pages recipes and wireframes

  • Create taxonomy based on user journeys

  • Identify search terms and key words

  • Onboard a team of medical writers, delivering 800 pages over 4 months

  • Set-up client content platform and upload to CMS


More than 800 new web pages were completed in the 5-month timeline. These were approved with very few changes from the brand or clinical teams, leading to the ability to launch the website on time. The website achieved optimisation targets within 18 months.

Surgical team performing surgery
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