ORL Medicina — Medical Authority Site with 200+ FAQ Pages

The Product

ORL Medicina is an ENT clinic in Ljubljana, Slovenia — the official Danavox hearing aid distributor for the country. They needed a website that could serve as both a medical authority resource and a patient conversion engine, covering everything from hearing loss conditions to ZZZS insurance coverage.

The Challenge

The hearing aid market in Slovenia is dominated by a handful of players, all competing for the same high-intent search queries: "slušni aparati cena", "ZZZS slušni aparati", "Danavox Ljubljana". The client had strong clinical credentials (5 ENT specialists, 491 Google reviews at 5 stars) but no web presence to match.

The site needed to:

• Rank for 200+ long-tail medical queries in Slovenian
• Present 13 hearing aid models with specs, pricing tiers, and comparison tools
• Explain ZZZS insurance coverage (€450/device reimbursement) clearly
• Handle 5 medical conditions with proper health schema markup
• Convert visitors to appointment bookings

Our Approach

Content Architecture

We designed a content-first architecture powered by Payload CMS. Every piece of content — from product specs to FAQ answers — lives in the CMS and can be updated by the client without developer involvement.

19 programmatic pages were generated from CMS data: product pages, condition pages, pricing tiers, comparison guides, and location pages. Each page has unique content, proper schema markup (MedicalWebPage, Product, FAQPage), and internal linking.

Medical SEO at Scale

202 FAQ entries organized by page context (homepage, pricing, conditions, products) — each rendered as a dedicated FAQ section with FAQPage schema. This creates a massive long-tail footprint for voice search and featured snippets.

24 medical blog articles written with proper medical citations, covering topics from "How to choose a hearing aid" to "ZZZS reimbursement guide". Each article targets a specific keyword cluster.

5 medical condition pages (hearing loss types) with MedicalCondition schema, symptom lists, and treatment pathways — linking directly to relevant products.

Product Catalog

13 Danavox hearing aids catalogued with full specs: battery life, IP rating, Bluetooth version, AI features, form factors. Three pricing tiers (Basic, Mid-range, Premium) with ZZZS coverage calculations built in.

Tech Stack

• SvelteKit — SSR/SSG hybrid for performance
• Tailwind CSS — Medical-professional design system
• Payload CMS — Multi-tenant content management (tenant: slusni-aparati)
• Galor Analytics — Privacy-first tracking
• Programmatic SEO — 19 pages generated from CMS data
• Schema Markup — MedicalWebPage, Product, FAQPage, MedicalCondition

The Results

The site launched with a content depth that would take a traditional agency months to produce. Every page is optimized for both traditional search and AI-powered search engines (Perplexity, ChatGPT, Gemini).

The 202-FAQ structure creates a moat — competitors would need to produce equivalent depth to compete for the same long-tail queries. Combined with the clinic's 5-star rating (491 reviews), the site converts medical authority into appointment bookings.

Key Takeaways

• Content depth wins medical SEO. 202 FAQs + 24 articles + 5 condition pages create an authority signal that's hard to replicate.
• CMS-driven programmatic pages scale. 19 pages from templates, each with unique content, updated without code changes.
• Schema markup is table stakes for medical. MedicalWebPage, FAQPage, and Product schemas increase visibility in rich results.
• ZZZS transparency converts. Clearly explaining insurance coverage (€450/device) removes the biggest purchase objection.