Mr Toby Baring: transforming a private practice online.

The Situation

The site had been live for a while. It had a design. But it was attracting 161 visitors a month and generating zero organic enquiries, most of it direct traffic from people who already knew his name.

For anyone searching "shoulder surgeon London", or trying to understand a shoulder condition before choosing who to see, he didn't come up. Invisible to the patients who hadn't already been referred.

What We Did

We rebuilt it. You can see it here – https://www.londonshoulderandelbow.org/

New design, built specifically for his practice, from scratch. Content built around what patients actually search: dislocations, rotator cuff tears, frozen shoulder, what surgery involves, what recovery looks like.

Articles written with clinical accuracy, structured so Google could understand them. Fast site, mobile-first, technical signals that tell search engines this is a credible source. Booking forms on every relevant page, no buried email addresses, no dead ends.

The Results

• 1,000+ monthly visitors – up from 161
• 70+ patient enquiries through the website
• Average search position of 2.3 for "anterior vs posterior shoulder dislocation" – one of the highest-volume shoulder queries on Google
• Google Search impressions grew from around 50 per day to over 5,000 per day since launch
• Ranking on page 1 of Google for multiple competitive shoulder surgery search terms
• Now appearing in Bupa's patient finder, ChatGPT, Perplexity, and Claude

What This Means for You

Patients don't just search Google anymore. They use AI tools, insurance directories, condition-specific searches. If your site isn't showing up across those places, you're only visible to people who already know your name.

That's a small pool.

We build practice websites that get found, and that turn visitors into enquiries.

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