The Brief
Nikki, a Chinese Medicine practitioner, acupuncturist, and founder of her own Traditional Chinese Medicine clinic based in Sandringham, had a website she was genuinely proud of. Embrace Complementary Medicine‘s branding was solid, the design felt true to who she is, and she didn’t want a rebuild.
What she did want was more: more clarity for her clients, more visibility in search, and an FAQ page she’d been meaning to create for a long time but hadn’t found the time to tackle.
The Strategy
We started where we always start: a website audit.
Rather than making changes for the sake of it, the audit gave us a clear picture of what was already performing well and where the site had untapped potential.
Two opportunities stood out:
- First, the services were all living under a single umbrella page, which worked visually but left a lot of SEO value on the table. Individual treatment pages, each with dedicated content, would give search engines far more to work with and give prospective clients a much better understanding of each offering and how it could help them.
- Secondly, the FAQ page had been on Nikki’s wish list for some time. It was the kind of page that saves both client and practitioner time by answering the questions that come up again and again, and a great way for search engines AND answer engines (ChatGPT, Claude, Google AI overview) to index and recognise offers.
The Solution
We built out dedicated sub-pages for each treatment: Acupuncture, Chinese Herbal Medicine Consultation, Cupping and Gua Sha, and the Restorative Long Treatment.
Each page was structured to clearly explain what the treatment involves, who it’s for, and what clients can expect, giving both search engines and potential clients something meaningful to engage with.
Alongside that, we finally got the FAQ page across the line. By taking the brief from the client and handling the build, we removed the effort that had been keeping it stuck. The result is a page that reduces friction in the booking journey and reflects the thoughtful, considered practice that Embrace Contemporary Medicine is known for.
No rebrand, no complete redesign required here, just strategic, purposeful additions that make an already beautiful website work harder for the business behind it.
Client feedback
“Thank you, you’ve done a brilliant job! It would’ve taken me years to achieve what you have done in such a hort time, so thanks so much for your help.”
– Nikki, Embrace Complementary Medicine
