Kings Private Clinics came to Portside looking for a brand new website that would generate leads. With 4 weight loss clinics dotted around London the client needed a comprehensive solution that would drive new business for each clinic.

The new website needed to replace 2 existing websites that were draining the company resources, but providing nothing in terms of ROI. The existing websites were also being poorly managed by a company with no idea of how a lead generating website should be designed and maintained.

Additionally, there were further requirements to provide extra, targetted blog content, a small e-commerce shop, pay per click campaigns and backlink building.

From the client

“It’s been less than 2 months and we’re already on the first page for a bunch of our targeted keywords with some in the top 5 positions and above. Week in week out we are seeing a positive rise in our ranking for our chosen keywords.

We’re already getting plenty of leads through the site and couldn’t be happier – highly recommended!”

Mike TaylorMike Taylor | Webmaster
Kings Private Clinics

Kings Private Clinics mobile web design

Keyword research

The client focus was on weight loss and more specifically individuals seeking weight loss services around the London area. Portside conducted substantial keyword research and competitor analysis before we even agreed on a domain for the new website. This is vital to building a successful lead generating website and helps inform the overall structure of the website as well as the content orientation.


With any new website build we prefer to kick things off at the wireframe stage. This helps everyone involved have a chance to think about the website structure before we move to the design stage.

SEO copywriting

Keyword research always informs the way we approach SEO content creation. The content and website structure are built around the requirement of the search engines equally as much as the functionality and user experience.

We took the outline content supplied by the client and conducted wholesale re-writes using our proprietary SEO copywriting techniques. Additionally, we wrote a number of on-topic articles for the blog that would target important keywords.

Kings Private Clinics has 4 weight loss clinics in total. This gave us the opportunity to create additional pages that could be optimised for keywords we hadn’t been able to use on the rest of the site.

Kings Private Clinics website on multiple devices


We implemented a number of strong calls-to-action on each page to encourage contact and drive lead generation.

Conversion optimisation

We wanted to be able to offer potential customers an unbeatable proposition that would encourage conversions. We agreed with the client on a free weight loss consultation. This call-to-action was placed across the site and combined with specific terms and conditions to qualify leads before the consultation was given.

Underpinning the main message was the wealth of success stories Kings Private Clinics had accrued over the years. We felt that when combined with a solid offer the overall effect would be incredibly positive in driving conversions.

Monthly conversions


Backlink building

To help with search engine rankings we also undertook a few rounds of backlink building. The website was submitted to 900 directories a month before we were due to go live. We also put up a page of unique content on the domain as soon as possible. Doing this helped get the website indexed and gave it some time for the links being built to take effect before the site is fully up to speed.

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