Website for a network of medical centers

OpenMed: a medical center network website that brings in patients from Google

See how we built a website for the OpenMed network of medical centers. Patients in Warsaw and Płock check prices and book appointments with specialists on their own, and the OpenMed team updates the price list and doctor profiles themselves. Google traffic grew by 3,782% in the three years since launch, and the site turns visitors into patients.

WebProfessor has supported the growth of our medical centers and our other business ventures on the technology side for over 5 years.

Karol Sierpatowski, Board member

/ Project facts

Client

OpenMed Centrum Medyczne

Industry

Medical

Services

Custom websites Maintenance

Technologies

React Cloudflare Gatsby WordPress Tailwind

Scope of work

patient journey analysis workshops information architecture visual design headless CMS Medbill integration online booking language versions rebranding rollout maintenance

Results

+3,782 %

organic traffic
+43.32 %

conversion rate
10,000 +

users a month

Open the website openmed.pl

Top of the openmed.pl home page with a Book an appointment button, phone numbers, doctors and featured services — Booking is on the first screen, so a patient who knows what they need doesn't have to scroll.

/ 01 problems and challenges

OpenMed wanted patients searching for a doctor in Google to end up in its clinics

OpenMed Centrum Medyczne is a network of clinics in Warsaw and Płock with doctors in over 40 specialties. A patient looking for a specialist or checking the price of a test usually starts with Google. A good website for a network of medical centers has to show up there, then lead the patient by the shortest route to an appointment with a specific doctor at the clinic of their choice.

OpenMed's previous WordPress site had only 300-600 visits a month because patients rarely saw it in Google results. The clinics also needed a convenient place to post news for patients. We started our collaboration by taking over maintenance of that site. After reviewing its condition, we decided together with OpenMed that it would be better to build a new one, designed for SEO and for patients who want to book an appointment quickly.

What had to be solved

Visibility in Google: the OpenMed site has to show up when a patient searches for a doctor in Warsaw or Płock.
A short path to an appointment: patients can book a visit from any page.
Up-to-date prices without double work: the team enters a change once and the site picks it up on its own.

/ 02 our process

We planned the site around the patient journey: from a Google search to a booked appointment

We started by analyzing OpenMed's business model and how patients land on the site and decide to book. On that basis we prepared a functional design and a technical specification that guided the rest of the work:

Workshops with the OpenMed team
During the workshops we matched the site's content and language to what patients look for before a visit.
Structure built for booking
We linked the pages so that wherever a patient starts searching, they can go straight to booking.
Visual design and rebranding
We designed a look that matches the standard of OpenMed's services, and later rolled out a brand refresh and a full rebranding on the site.
Architecture ready to grow
From the start we assumed the network's offer would grow and the site would connect to the booking system. That is why we can add every new specialty or module without rebuilding the site.

Patients check the price and book an appointment without calling the front desk

Patients know the price before they book and don't have to ask for it over the phone. The price list shows prices at the selected clinic along with the doctors who provide each service, and patients go straight from the list to booking.

The "Book an appointment" button sits in the header of every page, so patients never have to hunt for where to sign up. The booking window pulls available slots in real time from the clinics' system, so patients only choose from times that are genuinely free.

The team enters a new price or a new doctor only once

The OpenMed team manages the price list and doctor profiles in Medbill, the clinic management app we built for the OpenMed Group. The site pulls its data from there, so a staff member changes a price in one place and doesn't need to ask a developer for fixes. One click on the update button and a new version of the site is published automatically.

Every specialty has a page that answers the patient's questions

A specialty page, say cardiology, explains what the doctor can help with and when it is worth coming in, so patients can be sure they have found the right specialist. Most pages also show the doctors in that specialty, with related services and articles below the content. Procedures have their own pages too, for example cardiac arrhythmia ablation, so someone looking for a specific procedure lands on its description without searching the site.

News and articles for patients have a permanent home on the site

On the blog OpenMed publishes network news and articles for patients, over 200 posts in total. Anyone who lands from Google on an article about symptoms or tests has the same booking button in the header as on every other page. The most important announcements, such as new services, appear in a bar at the top of every page.

Patients can check the price in the price list or book an appointment straight away in the booking window.

Price list on openmed.pl with clinic and specialty selectors and a list of services with the doctor, the price and a booking button — 01 Patients compare doctors' prices at the clinic they want to visit and know who to book with.

Book an appointment window on openmed.pl: the selected specialty and clinic, and a list of consultations with a price and a Select button — 02 Patients complete the whole booking in one window and see the consultation price before choosing a doctor and a time slot.

/ 03 technology and SEO

Technology choices

We built the site with Gatsby, a framework based on React. Gatsby pre-renders the pages, so Google sees the full content of each one. That matters because the site is meant to bring in patients from search. Over time we migrated it from Gatsby 2 to Gatsby 5 so it runs on a supported version of the framework.

The OpenMed team adds blog articles in WordPress, just like on the previous site. WordPress now runs as a headless CMS, meaning only as a content panel, while Gatsby generates the site patients see. The site pulls prices and doctor profiles from Medbill, and available slots from the booking module connected to the clinics' system.

The site is served by Cloudflare from its CDN, so it stays stable even under heavy traffic. Cloudflare also handles its protection.

SEO for a clinic: pages built around searches by patients in Warsaw and Płock

Patients search for a doctor together with a city name, such as "cardiologist Warsaw", so the titles of specialty and service pages include city names. Endocrinology has separate pages for Warsaw and for Płock, each with its own FAQ. With over a thousand pages, a clear structure matters too: "Related" blocks link pages on the same topic, which helps Google understand the site better.

A multilingual site for patients who don't speak Polish

After launch we added an English version so that patients who don't speak Polish can use the network's services too. The team fills in translations of the price list and doctor descriptions in Medbill, so it doesn't maintain a second version of the site separately.

Specialty pages, including city-specific versions, match what patients type into Google.

Cardiology page on openmed.pl on mobile: photo, patient ratings, the heading Cardiologist - Warsaw and Płock, and booking buttons — 03 Anyone looking for a cardiologist in their city sees right away that they are in the right place, with booking just below the heading.

Endocrinology Warsaw page on mobile: breadcrumbs, heading, booking buttons and a link to the Płock page — 04 A patient looking for an endocrinologist in Warsaw gets a page for that city. The Płock version is one click away.

Related services and Related specialties blocks on the mobile version of the cardiology page — 05 Below the cardiology description, patients get a list of related services and specialties, so they can find the next test without going back to the menu.

The English version and the blog are two more routes that bring patients to the clinics.

Clinics section in the English version of openmed.pl: Warsaw - Praga, Warsaw - Wola and Płock with addresses and Contact and Google maps buttons — 06 Patients who don't speak Polish can find the clinic addresses in English and check directions in Google Maps.

Blog on openmed.pl: category filters, including symptoms and conditions and diagnostics and tests, and article cards — 07 Patients narrow over 200 articles down to the topic that concerns them instead of scrolling through the whole blog.

/ results

+3,782 % organic traffic

approx. 140 visits from Google a month before the new site launched

2021-2024
Source: Ahrefs
+43.32 % conversion rate

Q4 2022 vs Q4 2024
Source: OpenMed analytics data
10,000 + users a month

2025
Source: OpenMed analytics data

The previous site got around 140 visits a month from Google. Three years after the new one launched it was around 5,500, and in early 2025 close to 10,000. The Ahrefs chart shows this growth, with the arrow marking the launch of the site in 2021. The conversion rate went up too: in Q4 2024 it was 43.32% higher than in Q4 2022. We compare the same quarter, so the result is not skewed by seasonality.

Ahrefs chart: organic traffic and keywords in Google's top 20 for the OpenMed site from June 2020 to January 2025, with an arrow at the launch of the new site

About the Client

Industry: Medical

Location: Poland - Warsaw and Płock

Company Size: 101-200

Founded: 2017

OpenMed Centrum Medyczne is a network of medical clinics in Warsaw's Praga and Wola districts and in Płock. Patients can choose from over 40 specialties, and the team includes over 100 specialist doctors.

OpenMed is an official partner of PZU Zdrowie and a certified travel medicine center. The network focuses on short waiting times for appointments and invests in IT tools for patient communication. Some consultations are held as telehealth visits.

Karol Sierpatowski

Board member

"WebProfessor has supported the growth of our medical centers and our other business ventures on the technology side for over 5 years. In that time we have delivered a whole range of projects together, from websites, through systems that support the day-to-day operations of our clinics, to a portal for issuing medical documents.

What really sets the WebProfessor team apart is their high level of commitment, expert knowledge and the ability to turn complex business needs into functional, scalable technology that meets regulatory requirements.

WebProfessor has a very good understanding of the healthcare industry, both in terms of legal requirements and the real expectations of patients and staff.

I can wholeheartedly recommend them as a reliable, predictable and effective technology partner."

A clinic website can grow for years without being rebuilt from scratch

Since the launch in 2021 we have looked after the OpenMed website as part of our maintenance service and advise the network on technology and marketing. Every new change to the site is based on traffic and conversion analytics.

In that time the offer on the site has grown from a dozen or so specialties to several dozen, and patients got an English version and appointment booking right on the site. We added all of it to the live site, with no costly rebuild.

The site also connects to two other projects we run with the OpenMed Group. It pulls data from Medbill and sends patients who need an e-prescription or a sick leave certificate (L4) to OpenMed Recepty, a platform we co-develop with the group.

If you are planning a new website for a clinic or a medical center, we will design it to keep pace with your practice as it grows over the years.

Do you run a clinic or a network of medical centers?

Tell us how patients find you and book appointments. We will show you how your website can bring in more of them from Google.

Book a meeting

/ questions

Questions people ask after reading this case study

Above all, answers to the questions a patient has when looking for a doctor, and a simple way to book an appointment. Patients want to know whether they have found the right specialist, how much they will pay and where the clinic is. On the OpenMed site every specialty has its own page, and the booking button sits in the header of every page.

Yes. On the OpenMed site the booking module pulls available slots in real time from the clinics' system, so patients see current availability. They can get to booking from any page, including the price list and a doctor's profile.

The easiest way is a single panel the site pulls data from on its own. That can be a headless CMS where you edit the price list like any other content, or the system the clinic already uses to manage its prices. Then you enter each change once and don't need a developer for it. On the OpenMed site the price list comes from Medbill, the clinic management app we built for the OpenMed Group: the team changes a price, clicks the update button, and a new version of the site is published automatically.

The biggest gains come from pages that answer specific patient searches, such as "cardiologist Warsaw" or the name of a procedure. We built the SEO of the OpenMed site on pages like these and on a blog with articles about symptoms and tests, and Google traffic grew by 3,782% in the three years since launch.

The site combines data from several places: articles from WordPress, and the price list and doctor profiles from Medbill. Gatsby collects them at build time and pre-renders over a thousand pages, so Google sees the full content of each one, and the team changes every piece of information in one place. Articles are still written in WordPress, just like on the previous site.

Yes. Patients of a single clinic also search for a doctor in Google and want to book without calling. We will match the scope of the site to your offer and plan local pages around the city where you see patients.

So, shall
we begin?