Noes · Services website (noes.ro) · case study

Summary

I coordinated the delivery of a presentation website for the Noes clinic in Bucharest, focused on visual credibility and appointment conversion. The brief: a visitor should understand in the first second who the clinic is, what specialties it covers, and how to book, with no friction. I ran this as an intermediated project: hub model in action: I translated the brief, I picked the team, I kept the client informed from the first conversation through go-live.

Client context

Noes is a private clinic in Bucharest. Before the project, the online presence was undersized relative to the actual quality of care: patients arrived through indirect channels (referrals, maps), and the website didn't reflect the real quality of the team.

Problem

• The old site didn't convey the clinic's professionalism, first impression was below the real standard
• Immediate trust elements were missing: medical team, specialties, facilities, visible location
• Appointment conversion was slowed by unclear flow (the patient didn't immediately know what to do)
• Mobile-first was missing, most patients search for the clinic from their phone

My role

Consultant & intermediary, hub model in action. The clinic came with a positioning and conversion problem; I owned it end-to-end and stayed the single point of contact through launch.

• Discovery with the Noes clinic. I spoke with the founders and doctors, mapped the clinic's real audience, translated between the medical and the business language.
• Team selection. I picked the right designer, developer, and photographer for a medical presentation site, from my vetted partner network.
• Delivery coordination. I kept the execution team in sync with the clinic through short updates and clear decisions; the client was never asked to mediate between vendors.
• Single point of contact: any question, any adjustment, any issue: it came to me. The clinic stayed focused on patients, not on emails to three different people.
• Brand & positioning consulting: the visual tone, message, and differentiators were delivered directly by me, with the clinic's medical input.

Solution

• Simple, conversion-oriented architecture: Home → Specialties → Team → Booking
• Calm, medical visual identity with no aggressive marketing elements
• Dedicated pages per specialty, with clear description, responsible doctor, estimated duration
• Booking CTA present on every page, not just Home
• Mobile-first optimization with real performance (load time prioritized)
• Local SEO: Schema.org Medical, integrated Google Maps, consistent NAP

Outcome

• 3 s → 100 ms homepage load time, thirty times faster
• Site appointment conversion: from 0 to 2%
• Google ranking on local keywords: from nowhere to page 2

Lessons learned

• For a clinic, the first visual impression is part of the medical act, the patient judges quality before walking through the door
• Reducing booking friction matters more than adding new features
• A single coordinator between client, designer, developer and photographer drastically shortens delivery time
• In healthcare, the visual tone has to be calm, any marketing excess reduces trust
• On the intermediation side, the real value for the Noes clinic was that they didn't have to source three vendors and sync them. I brought the team, I held the pace, they went back to patients.