This anonymised private ultrasound clinic needed a custom healthcare website that could earn trust, rank locally, and turn private patient search demand into enquiries. We built the site end-to-end on Next.js, Sanity and Vercel, with service architecture, local SEO foundations and a booking/enquiry flow designed around how patients actually choose a clinic.
The client is a private ultrasound clinic serving local patient demand in the West Midlands. The website needed to handle a sensitive commercial job: explain clinical services clearly, make the clinic feel trustworthy, and give private patients a simple route to enquire or book.
A clear clinical service offering needed to be communicated without medical jargon and without crossing into anything that might be read as advertising regulated treatment outcomes.
Patient enquiry and booking flow needed to feel reassuring and professional — private patients pay out of pocket; the website is part of the trust-building.
A team that could update content without breaking anything (no in-house developer).
Performance, accessibility and local SEO needed to be taken seriously from the start, not bolted on later.
Hosting and ongoing maintenance handled by us so the clinic doesn't need a tech team.
Healthcare websites get this wrong constantly. Either they’re thrown together on a generic builder and look amateur, or they’re over-engineered with custom CMSes nobody can update. The brief was to land in the middle: bespoke build, content workflows the team can own.
Server-rendered by default — fast first paint, no hydration cost on static content, real SEO without prerender hacks. App Router gives us per-route caching and edge rendering where it makes sense. For a local healthcare site, that means service pages load fast, render clean HTML, and give search engines the content they need.
Headless CMS with structured content modelling, not a free-for-all rich text dump. The clinic team gets clean forms for each content type (service page, doctor profile, location, FAQ) — not a "blog post" they have to wrangle. Preview-publish workflow with no risk of breaking the site.
The content model and route structure were planned around how patients search: private ultrasound, baby scan, early pregnancy scan, gender scan, diagnostic ultrasound, abdominal ultrasound, pelvic ultrasound, and Solihull/Birmingham location intent.
Each service can support its own page, FAQs, pricing context, trust signals, and internal links, which gives the clinic a foundation for ranking and a clean path for future content expansion.
Zero ops. Preview deploys per branch, instant rollbacks, edge caching, Web Analytics. Performance budgets enforced in CI. The clinic team never needs to think about servers.
Every component is hand-built. No template-engine cruft, no plugin marketplace, no surprise breaks from auto-updates. The codebase is the codebase. When it ships, it stays shipped.
A custom web presence for patient acquisition. The site is built around the actual conversion path: local searcher lands on a service page, understands whether the clinic fits, sees the trust signals, and makes an enquiry without having to decode a generic healthcare template.
Fast. Sub-second LCP on category pages, near-instant route transitions on internal nav. Lighthouse + CrUX both green.
Accessible. WCAG AA throughout — colour contrast, semantic landmarks, keyboard navigation, focus states. Important for healthcare, not optional.
Editable. The clinic team adds new services, updates pricing, publishes blog posts, swaps doctor bios — all in Sanity Studio without ever touching code. Preview before publish, no broken layouts.
Trust signals. Clinical credentials, location details, booking flow, regulated treatment language — all designed in tight collaboration with the clinical team. Private patients can read the site and know what they’re getting.
SEO base from launch. Service architecture, metadata, structured content, FAQ potential and local intent are part of the build rather than a later retrofit.
+Stack: Next.js + Sanity + Vercel+Search intent: Solihull + Birmingham+Content model: services, FAQs, locations+Conversion: enquiry / booking flow→Built for: trust + local acquisition→Maintained by: Hollow Point→Owned by: client
This isn't a multi-£m revenue story or a 7,000-variant catalogue. It's a clean illustration of what the engineering looks like when the brief is 'build the digital surface this professional services business will run on for the next five years' rather than 'automate this ecommerce workflow'.
The value is the same as the ecommerce work: understand the business, build the web system around how leads actually arrive, make the content editable, and leave the client with a fast, owned, maintainable platform.
Deeply embedded with the client team, custom-built rather than templated, owned by the client at the end. Same pattern as the Shopify work — different output, same approach.
operator@hollowpoint:~$cat next-step.txt
Healthcare, professional services, anything where the website needs to do real work for the business — the engineering pattern transfers.