Background & Challenge
Medownick Laser Clinic, based in Melbourne, is a pioneer in laser eye surgery and vision correction. For over 15 years, Medownick has trusted Programmable Soda as its digital partner to keep their online presence as cutting-edge as their medical technology. The challenge in the elective healthcare space is to educate visitors, build trust, and convert interested readers into consultation bookings. Over the years, Medownick’s website needed to evolve with changing design trends, mobile technology, and patient expectations.
Provide a friendly UI/UX that educates users on procedures (like LASIK, cataract surgery, etc.), showcases Medownick’s authority, and funnels prospective patients toward booking a free assessment – essentially making the website a lead-generation engine.
Solution
Multiple redesigns delivered a welcoming UI, structured educational content, a streamlined booking request form feeding the clinic’s CRM, mobile-first performance, and ongoing SEO and speed improvements.
Key Features & Benefits
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Welcoming Design & NavigationThe site’s design instills confidence and warmth – using clean layouts, soothing color schemes, and real patient visuals. Visitors often arrive feeling anxious about eye surgery, so the content is arranged in calming, easy-to-navigate sections. Important info (procedures, FAQs, surgeon credentials) is just a click away via intuitive menus and call-to-action buttons.
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Educational Content StrategyWe worked closely with Medownick to organize a rich library of content – from explaining how laser eye surgery works to patient testimonials and video interviews with the surgeons. This content is presented in bite-sized, easy-to-read articles and videos. It establishes Medownick’s expertise and helps answer common questions up front, which builds trust.
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Online Assessment & Lead CaptureA key feature is the prominent “Book a Free Assessment” call-to-action on every page. We implemented an online booking request form that captures leads by asking a few quick questions (e.g., current vision issues, preferred appointment times). The form is short and user-friendly, encouraging more people to submit. These inquiries feed directly into Medownick’s CRM for prompt follow-up by their staff.
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Mobile OptimisationRecognizing that many potential patients might first find Medownick on mobile (through Google searches or social media), the site is fully optimized for smartphones and tablets. The mobile experience retains all content and makes calling or emailing the clinic with one tap extremely easy.
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SEO & SpeedWe continuously optimize the site for search engines, ensuring Medownick ranks highly for keywords like “laser eye surgery Melbourne”. We also keep the site loading fast, which not only improves SEO but provides a better user experience for impatient visitors.
Project gallery
Results
Medownick’s website has become a major driver of new patient growth, consistently generating a growing number of appointment requests each month and achieving a boost in conversions after the latest redesign. Patients now arrive better informed thanks to clear, comprehensive content on procedures, expectations, and recovery, which has improved consultation efficiency and confidence. Our 15-year partnership has kept the site modern, secure, and aligned with Medownick’s evolving services and marketing strategy. The professional, patient-friendly design has also strengthened Medownick’s reputation, with many patients citing the website as a key factor in choosing the clinic.
This case demonstrates how thoughtful web design and user experience can translate into real-world business growth, especially in a field where trust is paramount.
“We consider Programmable Soda an integral part of our team. They’ve ensured our website reflects the care and excellence we give our patients – and it shows in the steady stream of inquiries we get online.”
