Central Medical supplies medical products and equipment to the healthcare industry, working closely with NHS trusts and healthcare providers across the UK.
While their existing website contained a large amount of valuable content, it no longer reflected how buyers research and evaluate medical equipment. The site needed to move away from a transactional, catalogue-style layout and become a clearer, more engaging brochure website that better supports the sales process.
Central Medical’s website had grown organically over time, resulting in:
Healthcare buyers often need clarity, reassurance, and context before engaging with a supplier. The challenge was to redesign the site so it inspired confidence, explained value clearly, and generated warm, high-quality enquiries — without damaging existing SEO performance.
We took a careful, SEO-conscious approach that focused on clarity, trust, and conversion.
Key principles included:
Structured Landing Pages by Area of Care
We rebuilt core sections of the site around clear, well-organised landing pages that:
Rather than acting as a catalogue, these pages help buyers understand where each product fits and why it matters.
Product Pages Designed to Inform & Convert
Individual product pages were redesigned to:
Strong, well-placed calls to action were introduced earlier in the journey to encourage enquiries and provide the sales team with warm leads.
Improved Navigation & Customer Journey
We reworked the site navigation to:
This approach helps showcase the full product range while supporting a more natural decision-making process.
SEO-Safe Redesign
To protect existing search performance, we:
This ensured the visual and structural improvements didn’t come at the expense of SEO traction.
The redesigned site now works as a supportive sales tool — helping buyers understand the value of Central Medical’s products before engaging in conversation with the team.
Central Medical supplies medical products and equipment to the healthcare industry, working closely with NHS trusts and healthcare providers across the UK.
While their existing website contained a large amount of valuable content, it no longer reflected how buyers research and evaluate medical equipment. The site needed to move away from a transactional, catalogue-style layout and become a clearer, more engaging brochure website that better supports the sales process.
Central Medical’s website had grown organically over time, resulting in:
Healthcare buyers often need clarity, reassurance, and context before engaging with a supplier. The challenge was to redesign the site so it inspired confidence, explained value clearly, and generated warm, high-quality enquiries — without damaging existing SEO performance.
We took a careful, SEO-conscious approach that focused on clarity, trust, and conversion.
Key principles included:
Structured Landing Pages by Area of Care
We rebuilt core sections of the site around clear, well-organised landing pages that:
Rather than acting as a catalogue, these pages help buyers understand where each product fits and why it matters.
Product Pages Designed to Inform & Convert
Individual product pages were redesigned to:
Strong, well-placed calls to action were introduced earlier in the journey to encourage enquiries and provide the sales team with warm leads.
Improved Navigation & Customer Journey
We reworked the site navigation to:
This approach helps showcase the full product range while supporting a more natural decision-making process.
SEO-Safe Redesign
To protect existing search performance, we:
This ensured the visual and structural improvements didn’t come at the expense of SEO traction.
The redesigned site now works as a supportive sales tool — helping buyers understand the value of Central Medical’s products before engaging in conversation with the team.
No matter the size of your business or your budget, get in touch with us by email or phone. We’ll discuss your goals and explore how our solutions can make a real difference to your business.
No matter the size of your business or your budget, get in touch with us by email or phone. We’ll discuss your goals and explore how our solutions can make a real difference to your business.