Initial problems
The 'Aesthetic Dentistry Clinic' is a private dental centre in Kyiv with over 20 years of history. It works in the premium segment: patients come not only from Ukraine but from Europe, the US and Canada.
At the 2020 start the clinic had an old HTML site that clearly lost to competitors in design, usability and SEO. The head had already worked with several large agencies, but for substantial budgets the organic change was minimal, and basic errors had to be found in-house.
The pandemic and lockdown only deepened the problem: organic dropped and dependence on paid ads became critical. The task wasn't to 'improve something' but to radically rebuild the approach and restore a steady flow of search inquiries.
The project's main challenge
The clinic came after several failed attempts with large agencies: for big budgets growth was minimal and basic errors had to be found in-house. The old HTML site lost on design and UX, and the pandemic crashed organic and deepened reliance on paid.
A strategy around three directions
Audits & foundation
Comprehensive diagnostics: a YMYL audit, a usability audit and a technical audit — to surface everything stopping the site from showing the clinic's real level.
Redesign & convenience
Moving from bare HTML to a modern interface: header, footer, service pages, 'About', blog — a clear structure with fast access to services, contacts and booking.
Trust-focused SEO
Not just semantics and optimisation but building trust: doctor presentation, reviews, legal transparency, strong CTAs and directions.
Scholarship for E-A-T
White links that look natural and don't conflict with the medical niche's requirements.
Work done
We started with comprehensive diagnostics. The YMYL audit checked the completeness of clinic and doctor information, contact transparency, legal sections and reviews. The usability audit dissected the header, footer, service pages and blog: it noted the dated look, a vertical menu, hard-to-see phone and schedule blocks, missing strong CTAs and directions. The technical audit checked indexing, multilingualism, speed and meta — separately flagging irrelevant titles and a high bounce rate.
Short- and long-term dynamics
| Metric | Before | After |
|---|---|---|
| Users (July 2021) | 876 (23–30 June) | 3,177 (1–22 July) — ×3.5 |
| Organic traffic (Oct 2025) | — | 3,765 sessions, +55.45% |
| Conversions (bookings/leads) | — | 27/mo, +50% |
| Search visibility | — | 6–11%, including English-language queries |
Source: monthly reports for the kes.com.ua domain (GA4). A notable share of sessions comes from the US, UK, Poland and Germany.
Already in the July 2021 report the site clearly stopped 'standing still': users reached 3,177 versus 876 — more than 3.5×, and TOP-3 queries rose to 55 from 38. The bounce rate fell and users returned more often and engaged more deeply.
Further systematic work locked in the effect: the October 2025 report records 3,765 organic sessions (+55.45%), 27 bookings a month (+50%) and steady 6–11% visibility, including on English-language queries — the clinic confidently draws patients from the US, UK, Poland and Germany.
Project team
The project was led by Nikolay Shmychkov — SEO strategy (deputy director, SEOquick). Full team and roles on the 'About' page.
What's next
A similar medical case: promoting a dental clinic (Lumident) — rehabilitation of a large YMYL project. Have a clinic or medical brand? The concrete next step is a YMYL and UX audit and a growth plan.