The KIBA Medical Institute in Milan is a multidisciplinary medical practice founded in 2005. The Badoer family, who still run the Institute, had the vision of bringing together top medical specialists under one roof, including dentists, surgeons, proctologists, dieticians, implant dentists, otolaryngologists and others. KIBA has become a trusted point of reference in the health sector, treating thousands of patients since its inception.
The challenge
The KIBA Medical Institute website was out of date and no longer reflected the many services the clinic offered. This was due to a number of specific issues:
Inconsistent brand identity
Poor indexing in search engine results (SERP)
Disorganized information architecture, leading to confusing and complicated website navigation
Incorrect configuration of tracking systems, resulting in a lack of insight into user behavior on the website
In addition, all specialized services for hair loss treatment were hosted on a separate website, which suffered from the same issues.
The solution
KIBA Medical Institute contacted me to define a new strategy aimed at identifying and solving the problems of the website.
The result of the analysis was the development of a completely new website design. The information architecture was thoroughly reorganized to present content in a structured and user-friendly way. This enabled a full redesign of the navigation menu (which was too interlaced), ensuring a smooth and seamless customer journey.
As part of this strategy all specialist services - including hair loss treatments - were brought together on a single website. The website was designed in Figma and developed using the Webflow low-code platform.
Finally, tracking tools such as Google Analytics and Hotjar were integrated to analyze user behavior and continuously improve performance.
Results in numbers
The metrics just a few months after the launch confirmed the quality of the work done. The website redesign undoubtedly helped establish a sense of trust among prospects, resulting in an increase in patients for the clinic.
+24%
Unique users
+18%
Average session duration
+36%
Form conversions
In-depth focus
Landing pages for client acquisition
To maximise the effectiveness of advertising campaigns and streamline new patient acquisition, I designed dedicated landing pages for each service on the clinic's website. Each landing page features a clear, professional design optimized for conversion, with targeted content that addresses the specific needs of users interested in particular treatments. These pages include:
Prominent calls to action
Detailed information about services
Simplified contact forms to guide users through the booking process for consultations or appointments
This strategy improved advertising campaign conversion rates, driving qualified traffic and increasing the clinic's online visibility across different market segments.
