SEO + Authority (Healthcare)
A new clinic site engineered for authority. 258 schema-grade pages across procedures, conditions, products, and 202 long-tail FAQs — each one clinician-reviewed, each one built to rank first page for the query a patient is actually searching.
ORL Medicina came to us with a clear brief: a new site that wins the long-tail SEO game in Slovenian ENT and hearing-aid queries. The clinic already had the expertise — five ENT specialists, Danavox distributor status, 491 five-star Google reviews. What they were missing was a web presence sized to match. We built one.
The hearing-aid market in Slovenia concentrates around a handful of high-intent queries: "slušni aparati cena", "ZZZS slušni aparati", "Danavox Ljubljana". But the real patient traffic lives in the long tail — dozens of procedures, five chronic conditions, thirteen product SKUs, hundreds of follow-up questions that never converge into a single keyword.
The client wanted two things: a site that looked and felt like a medical authority, and a CMS-driven content surface that let the clinic publish without going through a developer.
We architected the site around a template-driven content engine on Payload CMS with a SvelteKit public front-end. Each content type — procedure, condition, FAQ, product, location page — has a structured schema in Payload. A Python service reads the schema, pulls authoritative context from a RAG store of the clinic's medical corpus (internal protocols, Danavox product sheets, ZZZS regulatory text), and drafts the page. Drafts land in Payload with a clinician-review flag — nothing publishes without a doctor's sign-off.
At launch: 19 programmatic templates, 202 FAQ entries, 24 long-form medical articles, 13 product pages, 5 condition hubs — 258 indexed pages, each cross-linked to the relevant procedure and tagged with the matching ZZZS reimbursement code where applicable.
Structured data coverage is 100% across the site — MedicalWebPage, FAQPage, MedicalCondition, Product, LocalBusiness, BreadcrumbList. Google's rich results preview renders pricing tiers, FAQs, and clinic location inline, which is the mechanic that drives CTR lift from the SERP.
The visual identity leans into clinical authority rather than softness — clean typography, evidence-citation footers on every medical claim, visible display of specialist credentials, 491-review rating in the header. The goal wasn't to look like a wellness brand; it was to look like the clinic you go to when you're serious about the hearing aid.
ZZZS reimbursement transparency was the conversion unlock. Every product page shows the reimbursement figure (€450/device) broken out from the retail price, removing the biggest purchase objection before the patient ever calls.
Medical content has regulatory weight. Three guardrails keep the pipeline safe: no draft auto-publishes (clinician approval is a hard gate), every draft carries a citation trail back to the RAG source, and the publish webhook writes an audit log the clinic can export on request.
Any regulated clinical practice with expert capacity as the scarcest resource and a long-tail intent surface worth capturing runs this pattern. Dental groups, physio networks, veterinary chains. The design leans into authority; the content engine lets a tiny team cover a big surface without breaking regulatory trust.
What shipped, in figures. 4 metrics.