A landing page for a surgeon in ten working days.

Background

Pavel Sergeyevich Popovkin is a surgeon and dermato-oncologist who has been seeing patients in Moscow since 2012. He removes skin and subcutaneous lesions with a laser and surgically, treats basal cell carcinomas and performs dermatoscopy. He works at two clinics: Lazmed on Minskaya street and Medbiocentre on Tverskoy boulevard.

It did not start with a brief or a tender. Pavel has known Georgiy, the agency's owner, for a long time - and one day he saw his story on Telegram. The story was about the agency's work, and that was the moment it clicked: Georgiy has a team that builds websites.

Then came a direct message: do you do web development? We do. We got on a call, talked it through, and Pavel put the task in one sentence: I need a one-page site.

The task

A doctor who sees patients at clinics already has profiles on medical platforms: ProDoctorov, Yandex, NaPopravku, DocDoc, Doctu. They carry ratings, reviews and booking. What they do not carry is a page of his own - one you can send anybody to from any source, where everything is said in the doctor's own words.

Hence the scope:

• a single page with no sections and no menu, so a patient gets from “what is this thing on my skin” to “booked” in one scroll;
• a clear list of what the doctor removes, with a price guide;
• proof: photographs of results, qualifications, reviews from the platforms;
• booking by every route patients actually use: a form, a phone number, Telegram, WhatsApp, online booking;
• the legal wording that medicine requires.

One more condition: speed. Pavel is a practising surgeon with a clinic schedule, and stretching the project over months made no sense. We agreed to work fast.

Five working days to build it

The platform was decided straight away - Tilda on Zero blocks. The reason is simple: it is the only way to build a page that does not look templated within a week and still leave the doctor able to edit the texts himself, without a developer and without paying for every comma.

In five working days we assembled the whole frame: the first screen, the list of services, the section about the doctor, how an appointment goes, reviews, questions and answers, contacts and forms. Everything Tilda cannot do out of the box went into a separate stylesheet - which is why the page does not read as a stack of ready-made blocks.

The logic of the first screen was a separate conversation. A doctor's site slips into advertising copy very easily, and Pavel's position is the opposite - so it went straight into the headline: first an examination and an honest answer on whether the lesion needs removing at all. Next to it is what people check first: years in practice, rating and the number of reviews on the platforms.

The services were grouped into four plain categories instead of a thirty-item medical list: moles and papillomas; lipomas and atheromas; basal cell carcinomas and skin cancer; ingrown nails, vessels and scars. Each one carries a price guide and a note that the exact figure comes after an examination: in surgery it depends on the type, size and number of lesions.

Five more days of polishing

The second week went into substance rather than markup. Pavel read the page as a doctor, we read it as an agency, and the edits ran along three lines: texts, visual tone and the results block.

The results block turned out to matter most. For a surgeon who works with skin, a before-and-after photograph is more convincing than any description - and it also comes with more requirements. We built a gallery with a slider handle: the visitor drags it and compares the two states of the same spot themselves. The shots are grouped - eyelids separately, everything else separately - because a person with a lesion on an eyelid is interested in eyelids and nothing more.

Every frame has a caption saying what exactly was removed. Above the gallery there is a line stating that the photographs are published with the patients' written consent; below it, a note that the result depends on the skin and on following the aftercare advice. Neither is a formality: without consent such photographs cannot be published, and without the note the gallery turns into a promise the doctor never made.

The texts went through the same pass: the wording of the services, the description of an appointment, the answers to questions. The eight questions in the FAQ are the ones Pavel actually hears during consultations: does it hurt, will there be a mark, is histology needed, can it be removed on the day of the consultation.

How a doctor's site differs from an ordinary landing page

In medicine promises do not work, and some of them are outright prohibited. So the page is built on things that can be checked.

Qualifications, by year. Sechenov University, a residency in surgery at the Pirogov National Medical and Surgical Centre, laser surgery at the State Research Centre of Laser Medicine, courses in dermatoscopy and dermato-oncology, professional retraining in oncology, membership of professional associations. Not a paragraph about “extensive experience”, but a list with dates anyone can verify.

Reviews that belong to other people. The page carries quotes from ProDoctorov and Yandex with the platform, the reason for the visit and the month, and links to the profiles themselves next to them. A review you cannot open at the source is worth nothing.

The appointment, step by step. Booking, an examination with dermatoscopy, removal under local anaesthesia, histology where indicated, stitches removed at a follow-up visit. Someone who is afraid of going to a surgeon should know in advance what is going to happen to them.

The legal part. The warning about contraindications, the note that the information on the site is not a public offer, the privacy policy and the consent to personal data processing in the forms. On a medical site this is not small print at the bottom but a required part of the page.

How a patient gets to the appointment

Booking is not hidden behind a single route. People reach a doctor in different ways, and every one of those routes is available from any point of the page.

• a form - “leave your number, I will call back and find a time” - for those who would rather be called;
• a direct phone number for those who want it settled right now;
• Telegram and WhatsApp for those who need to send a photograph and ask first;
• online booking with a choice of time for those who want neither to call nor to wait for a call.

Online booking is not just a link to the clinic's website. The landing page has the YCLIENTS widget built in, and the buttons lead to Pavel Sergeyevich's own booking page at the Lazmed clinic: patients see the doctor's schedule and the free slots and pick a time themselves. On a desktop the widget opens in a window over the page; on a phone it opens as a page of its own. Until it has loaded, the buttons work as ordinary links, so booking does not break on a slow connection.

There are three buttons, and they sit where a person makes up their mind: “Choose a date and time online” above the form in the booking window, “Choose a time online” in the contacts block, and a floating button in the corner of the screen that follows the scroll and hides itself when it is in the way. The widget itself loads with a delay so as not to weigh down the first screen, and every button carries its own UTM tag - so it is clear which part of the page a patient set out from.

Addresses get their own place. The doctor works at two clinics, each with its own hours, and at Medbiocentre he sees patients on Saturdays. Both are on the page with the nearest metro station and a link to directions in Yandex Maps, so nobody has to copy an address into a search box.

The mobile version was checked separately and pedantically: patients of this kind arrive from a phone - someone photographs a mole, finds the site, reads it and books without getting up from the sofa. Everything that sits in two columns on a desktop is rebuilt into one on a phone, and the booking button stays within reach of a thumb.

The result

The landing page was delivered turnkey in ten working days: five to build it, five for content and polishing. The doctor now has a page of his own where before there were only profiles on other people's platforms.

What that gives him in practice:

• somewhere to send people - from Telegram, from a business card, from a conversation, from any advertising if it ever appears;
• the patient gets answers before the call: what is removed, how an appointment goes, roughly what it costs, what the result looks like;
• four ways to book, including picking a free slot in the doctor's own schedule through YCLIENTS;
• the doctor edits the texts and the prices himself - no developer, no waiting.

The budget stayed within the market range for a one-page site, and the timeline turned out shorter than signing a contract usually takes. That is what happens when the client knows what he wants and answers questions the same day.