A neighbourhood pathology and radiology centre in Uttam Nagar — three
streets from my own office — competing on the same results page as
companies with a thousand branches.
Someone is told by a doctor to get a thyroid profile done. They pull
out a phone, type “thyroid test near me”, and three results
appear. Two of them are national chains with app downloads and
marketing budgets. The third has to be Joshi.
The centre has genuine advantages against a chain — it is closer, the
price is lower and clearer, and it will send someone to your house.
None of that was visible anywhere online.
Show up for the test people actually search for, not just “diagnostic centre”
Make price a weapon, not something to hide behind “contact us”
Get a phone call in one tap — patients do not fill forms for a blood test
Make home collection obvious, because that is what beats a chain
02
The approach
Healthcare searches are ruthlessly specific. Nobody types
“pathology laboratory services”. They type the test name, or
the symptom, or the package. So the site was built around test names
rather than around service categories — CBC, LFT, KFT, thyroid,
lipid profile, blood sugar, dengue, malaria, typhoid, allergy,
digital X-ray, ECG.
The second decision was publishing the prices. Most diagnostic sites
hide them. For a local centre competing on value that is exactly
backwards — the price range is the reason to choose them, so the
health check-up packages went on the page with the number attached.
The third was accepting that the conversion here is a phone call, not
a form. A patient with a prescription in their hand wants to know
“can you do this, how much, are you open” — and then they
want to dial. Click-to-call and WhatsApp sit permanently on screen.
Tests as the sitemap. Individual pages and sections for the tests people search by name.
Prices published. Health check-up packages listed openly with their price.
Call-first design. Quick-access call and WhatsApp buttons above everything else.
Home service front and centre. The 24x7 at-home collection promoted as the headline differentiator.
03
What shipped
A Core PHP site structured around tests and packages rather than departments
Service pages covering pathology and radiology, including digital X-ray and ECG
Health check-up packages with prices published from ₹200 to ₹2,500
Sticky click-to-call and WhatsApp on mobile, on every page
A short “Talk to a consultant” enquiry form for people who prefer not to call
Patient testimonials placed next to the packages, where the doubt is
Local SEO built in — locality in titles, LocalBusiness schema, address consistency
04
What changed
The centre stopped competing on the chains’ terms and started
competing on its own. A chain cannot beat you on proximity, and it
will not publish a ₹200 price next to a test name. Building the
site around those two facts turned the disadvantages of being small
into the reasons to choose it.
Practically, the visit-to-call gap closed. A patient landing on a test
page sees the test, the price, the fact that someone can come to their
house, and a call button — in that order, without scrolling past a
mission statement.
Patient numbers and volumes shown on the live site are the centre’s own
figures, not a marketing claim invented here. Prices are theirs and were
current at build time —
check the site.
The same trips sold twice — ₹299 on a shared bus or ₹1,999 in a private car. Two buyers, two budgets, and one account that had to stop them bidding against each other.
Google AdsPPC ServicesWebsite DesigningLead Generation
Tempo travellers from 9 to 26 seats. Nobody searches for “tempo traveller” — they search for the exact seat count their group needs, which makes the fleet the campaign structure.
Google AdsWebsite DesigningSEO ServicesLocal Promotion
Hundreds of packages across twelve Indian regions and six countries, sorted six ways by theme. A catalogue that size cannot be advertised — only the right slice of it can.
A heavy-haulage operator whose enquiries arrived by phone alone. The site had to explain over-dimensional cargo to a procurement manager and get a quote request out of them.
Local businesses beat chains on proximity, price clarity and being
reachable in one tap. That has to be built into the site, not written
on it. Tell me what you do and where.
