Industry
Health + medicineServices
SEO website copywriting, keyword research
Creative Partners
Hyperweb, Undisclosed
Background
Dr Ling-Yun Alice Chang is a rigorously trained and highly regarded plastic surgeon based in Sydney, NSW. Alice and her largely female team are committed to the highest standards for patient care, procedure selection and surgical technique.
Brief
I was asked to write 10 pages of SEO-optimised website copy to showcase Dr Chang’s unique skills and approach and to encourage visitors to the new site. As part of the brief, they also wanted an SEO keyword report, identifying target keywords for each page that I would use to optimise the content.
Process
I crafted a warm, compassionate and professional tone to reflect the team’s values and largely female team. It’s designed to make people feel comforted and confident that Dr Chang was the right person to perform their procedure.
I included detailed information on procedures and care. as well as helpful FAQs to demonstrate expertise and ensure visitors have all the information they need to make the right decision. Because choosing a plastic surgeon requires a lot of trust, the copy highlights the team’s expertise, qualifications and experience.
All copy was created in line with AHPRA and medical board guidelines.
View work
