City Skin Clinic

City Skin Clinic operates in the UK skin health and personalised beauty space, where the digital experience is genuinely part of the product. Patients researching treatments and clinics make the call partly on what they read — and quite a lot on how the clinic''s website feels in the first ten seconds. The Wix site they''d started with had taken them only so far. Customisation was bounded, performance was uneven, and the underlying platform put a hard ceiling on how far the SEO work could move the needle.

The rebuild was end-to-end. Custom design from scratch, focused on what a patient actually wants when researching treatments — clarity, credibility, and a clear next step. The build moved off Wix entirely onto WordPress, with a custom theme rather than an off-the-shelf one, so every part of the site does the job it''s there for and nothing else.

The SEO work was structured rather than ad-hoc — page-level keyword targeting for the UK market, on-page optimisation pulled into the build itself, and Lighthouse benchmarking driving the performance pass. Performance matters everywhere; it matters more on a healthcare-adjacent site where a slow page can cost a booking before the visitor has read a word.

Working with an international client comes with its own rhythm — async by default, asynchronous-friendly tooling and clear written briefs replace the in-person conversations. The engagement worked well precisely because the working pattern was set up for it from the start.