Toby Baring is a consultant orthopaedic surgeon specialising in shoulder and elbow. His clinical reputation is strong. His website was, by his own description, "mediocre."
That's not false modesty. When we ran the audit: zero organic enquiries per month, invisible across every surgical search term in London, and session times suggesting most visitors didn't read a thing before leaving.
We moved the practice to Webflow and rebuilt it from the ground up — fast, mobile-first, with a structure designed so a patient arriving from Google can get from initial search to appointment booked without hitting dead ends.
The content was built around patient search behaviour, not broad keywords. The things people actually type when they're worried and looking for answers at 11pm: "Anterior vs Posterior shoulder dislocation," "Capsular Release for Frozen Shoulder," "how long does frozen shoulder last." Specific, clinical, useful. The competitors weren't writing it.
We also spent a day on-site with Mr. Baring shooting a homepage video. Patients selecting a surgeon aren't just evaluating qualifications — they're deciding whether they trust someone to operate on them. A video does something a credential list can't.
The two most-read articles: "Frozen Shoulder vs Rotator Cuff" (131 views) and "Anterior vs Posterior Dislocation" (121 views). Patients aren't finding Mr. Baring by googling his name — they're finding him through the questions they'd have asked in the consultation room.
Mr. Baring's practice was already growing through referrals. The website wasn't losing him existing patients — it was losing him the ones who'd never heard of him. The ones who typed a symptom into Google and ended up somewhere else. That's the gap we closed.
Director
Sam StrattonLet's build a website and digital strategy
that works as hard as you do.
Alchemy Med helps UK surgeons attract more private patients through websites, video, SEO and ongoing marketing support.
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