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Project Details

TL;DR

Istanbul Kok Hucre, a stem cell therapy consultancy, needed a complete website and brand overhaul. The old site was outdated, non-functional, and lacked responsiveness. A new user-friendly site was designed with subtle interactions, a focus on SEO, and clear calls to action for booking consultations.
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A blog and Google Business Profile with quick reply auto Q&As were also created. Within 5 months, the website ranked 3rd on Google for competitive keywords, receiving 9,000 impressions and 5 new calls monthly. The brand was redesigned with a simpler logo featuring stem cells, aligning with the therapy process.

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The Requirement

Istanbul Kok Hucre is a stem cell therapy consultancy and needed a complete overhaul of their brand and migration of their website from a hosting centre in Turkiye. The original website had been built in 2012. Adobe Flash was needed for the site to work. So the site didn't work. The content hadn’t been updated since 2013, many links were broken, and the site was neither responsive nor accessible.

What was delivered

Web design and development

The website was aimed at the general public (potential patients) in Turkiye, who wanted to find easily understandable information on stem cell therapy.

A key KPI was bookings for a free initial consultation via the website.

Stem cell therapy is an unknown for many people. It was important to maintain solemnity and sincerity and convey a calm authority from a website UX design perspective. The website design had to focus on sharing the information in a friendly manner. Any micro-interactions had to be in keeping with the tone of the website, so these were kept to a minimum and kept very subtle.

Immediate one-click CTA’s (calls to action) via WhatsApp and direct call, were placed prominently and always in view in the navigation bar.

Importance was placed SEO as the centre is competing against some of the larger corporate private hospitals. To this end a blog / news page was designed and developed, with a headline news reel on the homepage.

Quick reply auto Q&A's were also defined within the Google Business Profile, which was also designed and delivered.

The Results

Within 5 months the new website was ranking on page 1, position 3 of Google for competitive keywords, with no paid ads (and still does to this day). On average the site receives 9,000 impressions a month with five new calls every month.

Logo design

The previous corporate "logo" was a complicated image of a tree with various body organs growing out of it, evidently to depict the regeneration of stem cells. It was a portrait more than a logo and was obviously unusable in print or practice.

A more practical word logo was designed. Incorporating the Gestalt “principle of closure”, very simple dots, meant to signify stem cells, were used to form the letters “I” and “L” for “Istanbul”.

The dots for the Turkish letters “ö” and “ü” in the words “Kök Hücre” were placed within the letters, symbolising a petri dish and test tube respectively; both used in the stem cell therapy process.

Humorous Project Fact

After the website build and testing, before going LIVE, I’d forgotten to change my phone number in Webflow settings, for the main CTA button on the home page navigation, to the phone number of the client stem cell therapy centre. A few days after going LIVE I received a WhatsApp message from an elderly man enquiring whether stem cell therapy could be a cure for his lower back pain, from hernia.

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