Improving Imaginatal Website for Clearer Services, Better User Journey and Bookings

Project overview

Imaginatal is a private ultrasound and blood test clinic with locations across the UK.

When I started working on the website, there was already a strong brand, a warm visual style and a wide range of services. But the website needed more clarity.

For a healthcare and pregnancy scan brand, this matters a lot. People do not come to the website just to browse. They come with questions. They want to know which scan is right for them, when they can book it, what is included, how much it costs, whether the clinic is trustworthy, and what will happen during the appointment.

I believe good marketing is not just about promoting a service. It is about helping people understand what is being offered, feel reassured, and make the right decision for themselves. That became the main focus of this project.

My role included:

1. Website content improvement
2. Page restructuring
3. Search Engine Optimization
4. Navigation improvements
5. Booking system updates
6. Conversion optimization
7. Reviewing behaviour through tools such as Contentsquare, GA4 and Search Console

Service page improvements

I worked across Imaginatal’s service pages, including scan pages, blood test pages and package led pages. The goal was to make each page clearer, warmer and easier to understand.

These pages needed to do more than explain a service. They needed to help users quickly understand what the scan includes, what makes it different, how much it costs, when they can book and why they should trust Imaginatal.

From Contentsquare and session replays, it was clear that many users were skimming instead of reading every section. So I focused on making the pages easier to scan, more mobile-friendly and more structured around the information people actually needed before booking.

The work included improving page structure, SEO copy and settings, CTAs, package sections, FAQs, reassurance points, visual content and mobile responsiveness.

Example: Gender Scan page

For the Gender Scan page, the main goal was to make the page feel more personal, reassuring and easy to book from.

The page was updated to explain the different gender scan options more clearly, highlight the emotional side of the experience, and make the key selling points easier to notice. This included showing that customers can bring up to 8 guests and also keep the gender a secret for a reveal.

I also made the page more visual and experience-led, so users could get a better feel for what a gender scan at Imaginatal looks like before booking.

What changed:

• Clearer service page structure
• More personal and real page experience
• Stronger focus on the scan experience
• Clearer gender scan package comparison
• More visible pricing and inclusions
• Better explanation of early gender blood test vs scan options
• Key selling points highlighted more clearly
• “Bring up to 8 guests” made easier to notice
• Secret gender reveal option explained better
• SEO-focused copy around real user questions
• Skimmable sections for users who do not read everything
• More reassurance before booking
• Clearer FAQs for common concerns
• Better CTA placement across the page
• More mobile-friendly page experience

Homepage

The homepage was updated to make the website clearer from the first few seconds.

The old homepage introduced the brand, but it did not guide users strongly enough towards the main services. I wanted the homepage to work more like a starting point, where people could quickly understand what Imaginatal offers and choose the right path.

The focus was on making the homepage more service-led, easier to scan, and more useful for both new visitors and returning users.

What changed:

• Clearer first impression
• More service-led homepage structure
• Simpler routes into pregnancy scans, health scans and blood tests
• Stronger navigation for different user needs
• Better CTA placement above the fold
• More practical explanation of what Imaginatal offers
• Stronger trust signals near the start of the journey
• More helpful starting point for new visitors
• Clearer connection between brand, services and booking

Franchise page

The franchise page had a different goal from the patient-facing pages.

This page was not for someone booking a scan. It was for people who may be interested in opening an Imaginatal franchise. So the content needed to feel more business-focused, direct and easy to follow.

I worked on making the page explain the opportunity more clearly, show what support is included, and guide people towards booking a franchise call.

What changed:

• Clearer franchise focused headline
• More direct explanation of the opportunity
• Better structure for business-minded visitors
• Stronger “Book a Franchise Call” CTA
• Clearer breakdown of what is included
• Simpler franchise process section
• Better use of trust and brand credibility
• More focused copy for potential franchise partners
• Easier journey from interest to enquiry

Location pages

I also worked on the location pages across the website.

The old location pages were useful, but they mainly worked as clinic information pages. They gave details like address, parking and travel information, but they could do more for users who were searching locally.

The new location pages are more like local landing pages. They help users understand the clinic, the services available there, and the next step to book.

For this case study, I used the Bristol page as one example.

What changed:

• Stronger local page structure
• Clearer local SEO focus
• Services shown earlier on the page
• Better explanation of scans and blood tests available at the clinic
• More useful content for local users
• Stronger trust through reviews and reassurance points
• Clearer clinic information
• Better CTAs for booking and calling
• More than just address and directions
• Stronger connection between local search and booking intent

Results and performance tracking

After making updates across key pages, I used Squarespace data to track how users were interacting with the website.

Key performance signals

• Homepage clicks increased from 63 in February to 308 in March after the homepage update.
• Homepage conversion rate improved from 0.5% to 1.8% between February and March.
• Bristol page clicks roughly doubled from 265 in November to 530 in March.
• Bristol page conversion rate improved from 6.0% to 10.5% over the same period.
• Several location pages showed stronger conversion rates by March, including Bristol, Gloucester and Liverpool.
• The Gender Scan page showed stronger engagement after the update, with higher average views and longer time on page.

These results supported the direction of the work: clearer page structure, stronger CTAs, better service explanations, and more useful local landing pages helped users move through the website with more confidence.

Overall impact

This project improved the website from different angles: content, SEO, user experience, mobile layout, page structure and booking clarity.

The main aim was not just to make the website look better. It was to make it more useful.

People visiting Imaginatal’s website are often looking for quick answers. They want to know what service they need, when they can book, what is included, how much it costs, and whether they can trust the clinic.

The updated pages made this information easier to find and easier to understand.