Background
DokterCaRes is a healthcare service that needed its landing page to do two jobs at once: build enough trust for a first-time visitor to book a consultation, and rank for local search terms in a competitive health niche. The original page did neither — it was text-heavy, slow, and invisible to search engines.
Research & Design Process
I started with a quick heuristic audit and five user interviews to understand what actually made people hesitate to book.
- Trust signals surfaced first — visitors looked for doctor credentials and real testimonials before anything else
- Booking flow reduced to one screen — the original three-step form became a single, progressive form
- Visual hierarchy rebuilt — calm medical color palette, generous whitespace, clear CTA above the fold
Wireframes went through two rounds of feedback before moving to high-fidelity in Figma.
SEO Optimization
Design alone wouldn’t fix discoverability, so I paired the redesign with on-page SEO work:
- Restructured headings around search intent (
layanan,harga,lokasiqueries) - Added structured data (LocalBusiness + FAQ schema)
- Compressed and lazy-loaded all imagery; moved to WebP
- Wrote descriptive alt text for every image
Outcome
The redesigned page loaded significantly faster and started indexing for targeted keywords within weeks of launch. Booking form completion improved noticeably, and the client adopted the new component-based layout as the template for future campaign pages.
Quick win: an SEO checklist I now reuse
For a single-page local service site, these five things cover 80% of SEO gains:
- Single, descriptive
<h1>matching the primary search intent - LocalBusiness + FAQ
schema.orgJSON-LD in the head - WebP/AVIF imagery, all lazy-loaded except the hero
- Descriptive alt text that reads naturally (not keyword-stuffed)
- Internal anchor links from the hero CTA to the booking form
Heads up — Local SEO is mostly a citation game. The on-page work matters, but if your Google Business Profile hours are wrong, no design will save you.
