Londonwise
Search visibility and case intake, built from zero
A consultancy supporting UK clients with medical negligence and cosmetic surgery claims arising from treatment in Türkiye. The site was newly launched, so there was neither traffic history nor a content inventory — I built both from scratch.
Figures
- 3
- practice areas
- 7
- SEO workstreams
- 2
- markets
Problem
Someone searching in this space arrives with an urgent problem and low trust: they are looking for what to do after a medical procedure abroad went wrong. Two things were needed at once — to appear in that search, and to turn the visitor into a properly recorded case.
The firm serves two markets (the UK client, the Turkish legal process) and every enquiry carries medical documents. So it is both a visibility problem and a structured-intake problem.
Search visibility
I structured the site for search engines and AI-driven discovery from the ground up.
- Technical SEO: indexability, site structure, metadata and title/description scheme.
- Keyword research and competitor analysis — separating queries that actually produce cases from those that only produce traffic.
- Content architecture and blog strategy: a question-led content line feeding the service pages.
- GEO (generative engine optimization): structuring pages so they can be cited as a source in AI-generated answers.
Case intake and automation
Instead of enquiries arriving as scattered emails, I set them up to be collected as structured data through dynamic forms. Forms open different field sets by case type, and every submission triggers notification and follow-up flows automatically.
The aim was for the consultancy team to spend its time assessing a file rather than assembling one.
Platform note
The site runs on Wix — a deliberate choice so the client’s team can manage content independently. My contribution is not the platform selection but the search and data layer built on top of it: SEO architecture, GEO optimization, forms and automation.
Tools used
- SEO
- Technical SEOGEOKeyword researchCompetitor analysis
- Content
- Content architectureBlog strategyMetadata
- Automation
- Dynamic formsNotification flowsMake (Integromat)
- Platform
- WixGoogle Search ConsoleAnalytics