Case study
Herts Cupping
Recovery and wellbeing · Appointment-led local clinic · WordPress, booking journey, local search
The business
Herts Cupping is a St Albans recovery and wellbeing clinic with several treatment and recovery routes, including customers who arrive knowing the problem rather than the treatment name.
What needed solving
A broader recovery offer was getting lost behind the clinic’s specialist Hijama positioning, while visitors often arrived knowing the problem rather than the treatment name.
What we prioritised
Reorganise the site around what people feel and how they book, rather than asking them to understand treatment terminology first.
What was built
The work followed the decision, not the other way around.
We rebuilt the service architecture around problem-led routes, strengthened mobile booking and WhatsApp journeys, surfaced local trust and used Search Console evidence to guide supporting content.
- 01Problem-first treatment routes
- 02Booking and WhatsApp close to intent
- 03St Albans and trust signals visible early
Scope
- Information architecture
- WordPress
- Booking journey
- Local search
- Search Console
- Mobile UX
Real client evolution · Herts Cupping
Months of iteration, not a one-shot redesign.
Herts Cupping has been developed as an ongoing acquisition and booking system: positioning, service architecture, treatment discovery, mobile UX, local search, trust and conversion were refined in stages rather than treated as a single cosmetic rebuild.
Desktop homepage evidenceProject capture · September 2026
Mobile homepage evidenceProject capture · September 2026
01 · FoundationClarify the service model
Move beyond a Hijama-only perception and make recovery, cupping and practitioner-led guidance easier to understand.
02 · UX directionStart with the problem
Problem-led routes, clearer session choices and a treatment finder reduce the need for visitors to know the treatment name first.
03 · ConversionMake mobile action obvious
Booking, WhatsApp, pricing, reviews and practical reassurance were brought closer to the moments where hesitation occurs.
04 · Search growthBuild an acquisition architecture
St Albans, Hertfordshire, service, recovery and supporting content were organised into clearer search journeys instead of isolated pages.
Industry context
Why this type of project needs different thinking.
Clinic and wellbeing web design is heavily trust-led. The site has to explain services without medical overclaiming, establish practitioner credibility, answer common questions and keep booking visible throughout the journey.
Project FAQs
Questions this work helps answer.
Why organise a clinic around problems as well as treatments?
Some visitors know what they feel but not the name of the service that may be relevant, so problem-led routes can reduce confusion while keeping treatment information accurate.
How does local SEO fit the project?
The website, Google Business Profile, reviews, service relevance and booking journey support one another rather than operating as separate projects.
Current state: Live client work. No traffic, ranking, conversion or revenue result is claimed unless it has been measured and approved.
Why this work matters
The thinking behind the interface.
SituationThe customer problem
Visitors often arrive with a problem or symptom rather than knowing which treatment name they need.
ChangedWhat we prioritised
We made the journey problem-led, kept booking and WhatsApp close to intent and strengthened local relevance and proof.
Why it matteredCommercial consequence
People can understand the next step quickly on mobile without learning treatment terminology first.
DemonstratesRelevant capability
Local-service CRO connecting website structure, booking, reviews and Google visibility.
More work
Different sectors, different customer decisions.
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Consumer electronics ecommerceEcommerce UX, catalogue systems, eBay templates, automationBuild the experience around confidence: strong catalogue discovery first, then clear certification and Device Passport detail when the customer reaches a specific item.View case studyHave a similar problem?
Show us what is not working. We will recommend the smallest sensible route before suggesting a larger build.
More about this route +
THE APPROACHReorganise the site around what people feel and how they book, rather than asking them to understand treatment terminology first.
A clearer next move
Bring us the problem.
We’ll work out the route.
Tell Shahid what you want to improve. We can help you decide what needs changing, what is worth keeping and where to focus next.
Talk to Shahid ↗Pricing & what is included