A website that became part of how the practice runs

The challenge

The site did not need to look better. It needed to do more.

The previous site did not follow the way patients now look for private healthcare.

Information about examinations needed to be clearer and easier to reach. The path from a Google search to a booked appointment needed to be shorter. And the practice needed a more dependable way to manage its appointments than a phone that rings during examinations.

Underneath that, parts of the infrastructure required for long-term growth were missing — from conversion measurement and SEO foundations to bilingual content, privacy handling and reliable email delivery.

Before

• a limited path from interest to booking
• heavier reliance on phone and email
• service and preparation information loosely structured
• no integrated online appointment workflow
• no measurement of the actions that matter
• SEO and technical foundations that needed work
• no complete Croatian/English experience
• more manual steps in the practice’s daily routine

The approach

We started from the patient’s actual process

Rather than opening with colours and components, we started with one question:

What does a patient need to do, from finding the practice to holding a confirmed appointment?

That produced the journey the whole project was built around:

Google → examination → information and preparation → price → available slot → booking → confirmation → practice calendar

The site, the content, the booking flow and the technical layer were then built to serve that sequence rather than to sit beside it.

01 — Website and user experience

A shorter path to the information and the appointment

The new site is built for a specialist radiology practice, around trust, clarity and navigation a patient does not have to think about.

A patient sees the main examinations immediately, can read about the doctor, check the location and opening hours, and move on to booking.

Every significant service has its own structured page carrying what a patient needs to know before arriving — including how to prepare.

The result is not simply a more modern appearance. It is less searching and fewer unnecessary steps.

This is the same approach we use for  professional website development for businesses — structure, content, conversion paths and technical delivery are treated as one system rather than separate tasks.

02 — Online booking

From interest to a reserved slot without a phone call

Introducing online booking was one of the central parts of the project.

A patient chooses the type of examination, sees which slots are free, and submits a booking directly from the site.

The workflow follows how the practice actually operates: a request can be reviewed and confirmed, and the patient receives the appropriate email at each stage. Changing or cancelling an appointment does not mean starting the whole process again.

For the patient

• choose the examination
• see available slots
• book at any hour
• receive confirmation by email
• change or cancel without a phone call

For the practice

• one place to see every appointment
• confirm and manage bookings
• less manual coordination
• a clearer daily schedule

03 — Google Calendar integration

Web bookings connected to the practice’s real schedule

Online booking did not stay isolated from daily work.

The system is connected to Google Calendar so the website and the practice schedule behave as one workflow. Booked appointments enter the calendar, and time already blocked in the calendar can remove availability from the site.

That removes the need to keep two schedules in step by hand.

04 — Analytics and conversion tracking

A site that can be measured, not only looked at

Google Analytics 4 and Google Tag Manager were configured, and the actions that matter were defined as events rather than left to page views alone:

• phone number clicks
• email clicks
• booking process started
• booking completed

Decisions about content, SEO and marketing can now be made from how people actually behave on the site, not from a visit count.

05 — SEO foundation

Every important search has somewhere to land

The site is structured so Google can understand what the practice does, where it is, and which examinations it offers.

Instead of one general page, each key service has its own relevant content. The technical and on-page foundations were set: heading and content structure, metadata, canonicals, indexing, and local relevance for Pula.

That creates the basis for organic positioning on searches for ultrasound, Color Doppler and the individual examinations — the terms patients actually type.

For healthcare providers, this structure is part of the broader approach we use for websites for clinics and medical practices.

06 — Croatian and English

The same experience for local and international patients

The site was built in Croatian and English.

Bilingual delivery was not solved by translating the homepage. Navigation, key content and the booking journey are connected so both versions work as parts of one system.

For a practice in Pula, with a substantial foreign resident and visitor population, that widens access to the service without adding an administrative process.

07 — Infrastructure, security and privacy

What the user never sees matters as much as what they do

Alongside the public site, the technical layer needed for dependable daily operation was put in place:

• reliable SMTP email delivery
• WordPress security configuration
• performance optimisation and caching
• cookie and consent management
• Privacy Policy, Cookies and Impressum pages
• analytics correctly wired to the consent system
• DNS and email infrastructure
• technical SEO configuration

The aim was a system ready for real use, not a finished design.

08 — Handover and operating workflow

The project did not end when the site went live

The practice received straightforward instructions for managing appointments day to day:

• reviewing new bookings
• confirming appointments
• cancelling and rescheduling
• working with Google Calendar
• blocking unavailable slots
• basic system administration

Written instructions were accompanied by video guides, so staff can run the new workflow without technical knowledge and without calling us.

The result

One system instead of a series of separate steps

Radiologija Ikić now has a site that does not stop at presenting the practice.

A patient can find the right examination, understand what to do before arriving, check the price and book an available slot online. The practice has a structured workflow for managing bookings, calendar integration, dependable email, and analytics that show what the site is actually doing.

After the project

Custom web experience

A clear structure built for a radiology practice.

Online booking

From examination to reserved slot, directly through the site.

Google Calendar

Web bookings connected to the operating schedule.

GA4 + GTM

Measurement of the actions that matter.

SEO foundation

Structured services and technical groundwork for organic growth.

HR + EN

A complete bilingual experience.

Security + privacy

Security, consent, cookies and legal pages.

Training + handoff

Documentation and video guides for daily use.

09 — Performance

The one number anyone can check for themselves

Speed was part of how the site was built, not an optimisation pass afterwards.

Google PageSpeed Insights, mobile test on the live production site:

This is the only figure in this case study we present as a result, and that is precisely because we do not calculate it. Google runs the test, against a publicly reachable site, and anyone can repeat it on radiologija-ikic.hr at any time.

PageSpeed results vary between runs and depend on test conditions. The figures above were measured on a mobile test in September 2026.

For the practice this is not a technical statistic. A page that loads in a second on a phone — in a waiting room, on a bus — is the difference between a patient who finishes the booking and a patient who gives up.

What comes next

The part that could not be measured before starts now

The site has only just launched, so this case study deliberately shows no invented percentages for traffic or booking growth.

The analytics now in place make it possible to follow real figures over time:

• organic traffic
• positions for key services on Google
• bookings started
• bookings completed
• phone and email clicks
• which services and pages are used most

Once a representative period of data exists, this project can have a second part: measured results after launch.