The Hamilton Plastic Surgery Centre is one of Canada's premier locations for cosmetic surgery. Headed by Dr. Patterson, the centre offers professional and tasteful cosmetic surgery with an emphasis on client assurance, comfortability, and fulfillment.
"Virtual Image has guided us using an amazing array of strategies that have kept us extremely competitive." - Lacey Rieger
The Hamilton Plastic Surgery Centre came to Virtual Image with an exciting challenge: to redesign their current website in an effort to reflect the Centre's professional and elegant approach to cosmetic surgery. The branding of the Centre needed to be refreshed, the website needed to be more sleek and intuitive, and a new print advertisement for the Hamilton Spectator had to be created. It was time for Virtual Image to perform some cosmetic surgery of our own.
We knew from the start that this project had to be more than just a website refresh. One of The Hamilton Plastic Surgery Centre's main mottos is "Recapture the Beauty of Self-Confidence," and we wanted the new website to reflect the confidence that the Centre and all of its employees exhibit on a daily basis. With these three distinct characteristics in mind--confidence, elegance, and professionalism--we got to work.
The web marketing campaign was broken up into four stages. In addition to the website redesign, we needed to enhance the website's SEO, update the Centre's PPC campaigns, and create a print advertisement for one of the Centre's new products.
User Experience and Information Architecture were the initial goals of the website redesign. We created an in-depth sitemap outlining the existing Hamilton Plastic Surgery Centre website. We knew that we would have to simplify the website's structure if we were to achieve the level of simplicity and sleekness that we were aiming for. We cut, combined, and updated pages until we had a new sitemap that met our standards.
Our next step focused entirely on website layout, with an emphasis on responsive web design. We wireframed the various page layouts that would appear in the finished website. The wireframes included layouts for the home page, procedure landing pages, and procedure details pages. We ensured that the new website would function optimally on all platforms, including desktop, laptop, tablet, and smartphone devices.
Once our sitemap and wireframes had been completed, we started designing the website. Even with our goals of sleekness and simplicity in mind, we knew that brand consistency was of utmost importance. We needed to update the brand while maintaining its consistency across all mediums and demographics. People had to know that they were on The Hamilton Plastic Surgery Centre's website as soon as they visited the home page and even before they saw the Centre's logo.
We chose a colour scheme that was much richer, chic, and cleaner than the existing website. We utilized flat colours and large, high-resolution imagery to emphasize modernity and simplicity. An icon-based, modular navigation system was also designed to compliment the brand's new colours and to simplify the user's experience.
Simplifying and enhancing the website's structure not only influenced the aesthetics of the website, but it also played a large role in improving its Search Engine Optimization. We needed to place The Hamilton Plastic Surgery Centre above the competition both in terms of audience appeal and search engine ranking. The website could now be indexed better by search engines. We also updated the website's content in an effort to increase search engine readability and keyword optimization.
We needed to ensure that The Hamilton Plastic Surgery Centre appeared at the top of search engine results pertaining to their industry and their procedures. In order to achieve this, we had to rely on more than just SEO. A Search Engine Marketing campaign was established to help the Centre rise above the competition.
Various, procedure-specific, Google AdWords and Bing AdWords campaigns were created to ensure that all of The Hamilton Plastic Surgery Centre's primary services were prominent in search engine results. Landing pages were created to guide anyone who clicked on one of these advertisements to the appropriate service or procedure on the Centre's website. Conversion tracking was established to monitor the success rate of each campaign, and A/B Split Testing was utilized to see which ads were attracting the largest amount of attention.
While we were working on the other components of our web marketing campaign, we were contacted by The Hamilton Plastic Surgery Centre with another task: to create a print advertisement for the Hamilton Spectator. The advertisement was for "A Long Lasting Facial Filler" called Bellafill which was being offered exclusively throughout Hamilton by The Hamilton Plastic Surgery Centre. The timing could not have been better. This gave us an opportunity to unveil the Centre's exciting new look to a wider audience and across two different mediums.
We needed to update The Hamilton Plastic Surgery Centre brand while maintaining its consistency across all mediums.
The advertisement was designed to showcase the Centre's updated brand colours and typography. The various shades of purple popped against the clean, white background to create something truly impactful. After the launch of the print ad, The Hamilton Plastic Surgery Centre noticed an exponential increase in clients calling for Bellafill treatments and other cosmetic surgery procedures.
"Thanks to Virtual Image, we always feel that we are one step ahead, taking the guesswork out of our marketing." - Lacey Rieger
Today, The Hamilton Plastic Surgery Centre is one of Canada's premier locations for cosmetic surgery. The Centre's website continues to stand out among the competition and attract people of all ages. The Hamilton Plastic Surgery Centre can be found at the top of search engine results for all of their main procedures and services. Click here to check out The Hamilton Plastic Surgery's new website!
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