The problem
Health information online is either unreadable — written for other doctors — or alarming, written to be clicked. Somebody searching “cold hands and feet” at midnight gets either a clinical paper or a list of terrible diseases. The client, a doctor, wanted a third option: plain answers that say clearly when something is worth a check and when it is not.
What I built
A medical publishing platform, built to be written in every week rather than launched and left:
- An article structure that answers the question in the headline, because that is how people search: “when does a recurring headache need a medical opinion?”
- Subject organisation across conventional, holistic and traditional medicine.
- A publishing workflow the doctor runs alone, without technical help.
- A newsletter, to turn a visitor who arrived from a search into a reader who comes back.
Built with
WordPress with a purpose-built theme, structured for search from the start: every article is an answer to a real question, which is what both readers and search engines are looking for.
Why it was done this way
The site exists to be found by someone with a symptom and a question, not to present a practice. That decided everything else — the article structure, the headlines, the absence of a home page about the doctor. Traffic arrives on the articles, so the articles are the product.
