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IVF Babies is an niche informational site aimed at the parents of babies born via in vitro fertilisation. The site also promotes products available in the IVF Baby Online Store. The original site lacked a cohesive structure and suffered from having sections added on an ad-hoc basis over time. The site also needed a fresh new look.
We analysed the content of the site, defined the target audience and restructured the site content and navigation to make the site both user and Google friendly.
We worked with the client to choose a new colour palette and layout. A new medical related image was sourced for the site home page and new photographic images that complement the content were selected for the internal pages.
Finally, we restyled the product gallery and updated the headings and fonts. The new site has a distinctive, fresh look and is easy to navigate.
The site is now within the top 5 results for "ivf babies" in Google.