From an Outdated Platform to a 3X Service Expansion: Redefining Digital Healthcare Experiences
Background
In Vitro Laboratory, a healthcare laboratory offering a wide range of diagnostic tests, approached us with the aim of strengthening its digital presence. The old website looked old-fashioned, didn't have the information people needed, and its categories weren't organized well, which made it challenging for users to find what they were looking for.
We built a user-friendly navigation system, expanded the content, and redesigned the entire website from scratch to address these challenges and align them with a clear information architecture.
About Invitro
İnvitro Laboratuvarı is a healthcare provider that offers a wide range of laboratory services, including comprehensive biochemistry tests and allergy panels. The company aims to deliver fast, reliable, and accurate results to its patients.
Case Study Highlight
In just 3 months, Invitro Laboratuvar’s redesigned website and structured content strategy helped increase organic impressions from 154K to 456K (+196%), boost organic traffic share from 59% to 72%, and cut homepage bounce rate from 58% to 25% — while pushing rankings closer to first-page visibility.
Key Results
72%
Organic traffic share increased from 59% to 72%, showing stronger reliance on search-driven discovery
196%
Organic impressions grew from 154K to 456K (+196%), reflecting a major boost in search visibility
+31%
Average organic position improved from 11.9 to 8.1 (+31%), pushing key services closer to first-page rankings
Client Testimonial
“Working with Gülcan was a real game-changer for us. We had worked with two different providers before, but we faced several issues because of their poor execution of the work. Thankfully, Gülcan stepped in and restructured everything from scratch and approached every detail meticulously to create a complete solution. We are truly grateful for her efforts. She did amazing work!”
Muhammet Sandıkçı
The Challenge
Before we started working together, the client's existing website was unstructured and unclear, which made it difficult for users to find the information they needed. This affected the client’s ability to provide an effective showcase of their services.
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Outdated Design: The previous website didn’t represent the client’s professional identity.
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Limited Content: Many critical services and test details were missing from the site.
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Poor Categorization: Services were misclassified, which makes navigation frustrating.
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Complex User Journey: Finding relevant tests or information was unnecessarily difficult.
Our Approach
In order to solve these challenges, we designed a modern, user-friendly digital experience that enhanced the brand and made services more accessible. Every aspect of the website was redesigned, restructured, and enriched to drive growth and engagement.
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Complete website redesign: A clean, modern, and engaging design was delivered that aligned with the brand identity.
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Expanded service portfolio: New services added include biochemistry tests, hormone tests, cancer screenings, and hepatitis panels, which were previously missing from the platform.
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Optimized information architecture: Services were reorganized into a logical, user-friendly structure.
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Enhanced content strategy: Existing content has been enriched, and additional service pages have been created to provide more value to users.
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Enriched SEO Friendly Content: We created fresh, high-quality content from scratch and organized it for clear, user-friendly presentation, while integrating SEO best practices to boost search visibility and attract organic traffic.
Our Achievements
We redesigned the site with a modern structure, stronger content, and a clearer user flow. In just three months, search visibility surged, organic traffic share climbed to 72%, and bounce rate fell to 25% as rankings moved toward page one.
72%
Organic traffic share increased from 59% to 72%, showing stronger reliance on search-driven discovery
25%
Homepage bounce rate reduced from 58% to 25%, indicating significantly higher user engagement and deeper page exploration
196%
Organic impressions grew from 154K to 456K (+196%), reflecting a major boost in search visibility
+31%
Average organic position improved from 11.9 to 8.1 (+31%), pushing key services closer to first-page rankings
Invitro Laboratuvar’s website looked outdated and didn’t reflect the brand’s professionalism. Service pages were limited, categories were misorganized, and users struggled to find the right tests or information quickly — which weakened trust and reduced performance in search.
We rebuilt the website with a modern design and clear information architecture, expanded service content, and created a smoother, more accessible user journey. Within 3 months, Invitro achieved strong SEO and UX gains: organic impressions grew from 154K to 456K (+196%), organic traffic share increased from 59% to 72%, and homepage bounce rate dropped from 58% to 25%, with rankings moving closer to page one.
Conclusion
Through a complete website redesign, improved information architecture, and expanded service content, Invitro Laboratuvar transformed an outdated and unstructured platform into a modern digital healthcare experience built for clarity, trust, and accessibility.
The results were clear: Lower bounce rate. Higher engagement. A stronger service showcase.
This case demonstrates how healthcare brands can drive measurable performance improvements when design, content structure, and user experience are rebuilt strategically — turning the website into a platform that supports growth, credibility, and conversion.
