A real report, anonymised
These are excerpts from audits we actually ran. Clinic names, web addresses, street addresses, phone numbers and clinician names have been removed, page counts and team sizes reduced to ranges, and every block below re-set as text on this page instead of being shown as a screenshot.
What stays is the finding itself and the words we used with the clinic. What you will not find here is how any of it was found — that part is the work you are paying for.
The excerpts come from three different audits, not one. Each clinic is described only at a level that cannot be traced back to it.
- London · 10+ clinicians
- 3 web properties
- Local and international patients
- Istanbul · 50+ clinicians
- 1 public website
- Domestic and international patients
- Istanbul · 80+ pages
- 3 site languages
- International patients
Digital asset sprawl
Clinic A- London · 10+ clinicians
- 3 web properties
- Local and international patients
Three websites carrying this clinic's name were live at the same time — and none of them knew about the other two.
- What we found
- Alongside the site the clinic pays for and updates, two more sites carrying its name were reachable by anyone: an unfinished redesign that somebody started and walked away from, and an older related venture left online years ago. The main site links to neither, and neither acknowledges the main site.
- Why it matters
- Nothing on any of the three says that they belong to the same business, so they are read as three unrelated clinics competing for one name. The unfinished one was not being kept away from search engines — it was actively asking to be listed.
- What it costs
- A patient who lands on the half-built version sees a different contact address, pages that were never finished, and no way to tell which clinic is the real one. In a treatment decision, that hesitation is the cost.
What this means: Somebody may be looking at a version of your clinic you had forgotten existed — and it is competing with the site you pay for.
What gets fixed, and in what order
Clinic BThe order is not our preference. It is what the findings depend on: each row has to be true before the row below it can pay for itself.
| # | Action | What changes | Effort |
|---|---|---|---|
| 1 | Give the four treatments patients actually search for a page each | That search finally lands somewhere; today there is nothing for it to open | 2–3 weeks |
| 2 | Put a real profile behind every clinician name | The clinic's strongest asset stops being a list of names | 1 week |
| 3 | Let every page say what it is, instead of repeating one sentence across the site | Pages stop competing with each other over the same search | 1 day |
| 4 | Decide which web address is the clinic's address, and point the rest at it | One address collects the clinic's reputation instead of three splitting it | Half a day |
| 5 | Keep the appointment step inside the clinic's own brand | The patient is not handed to an unfamiliar screen at the decision moment | 1 day |
What this means: In a report the order matters more than the list: fixing the cheap things first is the most common way a clinic spends a year improving nothing that mattered.
The first four moves
Clinic BWritten for the clinic, not for an agency: every item says who does it and when.
- 1
Choose the four treatments the clinic wants to be found for, and write one page for each.
Today those words exist on your site as labels only, with nothing behind them for a patient to open.
Owner: Clinic, with whoever writes your content·When: Start this month
- 2
Collect what makes each clinician verifiable — qualification, registration, years in practice — and publish it on their own page.
This is the clinic's strongest asset and the one thing a competitor cannot copy.
Owner: Clinic manager, with each clinician·When: Before any new advertising
- 3
Decide which web address is the clinic's one address, and retire the others.
Nobody outside the clinic can make this call, and several other fixes wait on it.
Owner: Clinic owner — this is a decision, not a technical task·When: This month
- 4
Give us read access to the clinic's own measurement accounts before the next round.
Without it we can tell you what is wrong but not yet what changed after you fixed it — and we would rather say that out loud than estimate it.
Owner: Clinic·When: Before the next review
- Istanbul · 50+ clinicians
- 1 public website
- Domestic and international patients
What this means: A report you cannot act on is a document; this is the page a clinic prints and hands to three different people.
The honest part
Clinic CEvery report we deliver carries this block. It is short on purpose, and it is never empty.
| What we could not check | Why | How it gets closed |
|---|---|---|
| How the site performs for real visitors over time | The site does not yet get enough traffic for that record to exist | It fills in as traffic grows — and its absence is itself a finding |
| Whether pages the clinic removed are still being shown to searchers | That answer sits in an account only the clinic can give access to | Clinic grants access; it is reported in the next round |
| What the booking step asks of a patient after they leave the site | It was outside the scope agreed for this round | Next round, or on request |
This block has one more rule: when a later check contradicts something we already wrote, the correction stays in the report next to the original. We do not quietly fix it and hand over a clean copy.
What this means: A report that never says "we could not check this" is not a more thorough report — it is a less honest one.
The full report goes to the clinic and nowhere else.
The excerpts on this page are published with identifying detail removed. Nothing else from any report is shown, quoted or shared.
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