Dr. Serkan Clinic website: Overview
Dr. Serkan Aygin is one of the first hair transplant doctors in Turkey and has been performing successful hair transplant operations through the Dr. Serkan Aygin Clinic since 2013. As a world-renowned hair transplant specialist, Dr. Aygin travels to international conferences and engages with a global audience. The Dr. Serkan Aygin Clinic regularly serves patients from all around the world.
The Dr. Serkan Aygin Clinic had an old website, built on a CMS that didn’t satisfy today’s business needs. The website did not support multiple languages, a definite limiting factor for expanding its multinational and multilingual customer base. Also, the site was not responsive, resulting in a negative user experience for the predominantly mobile world today.
Vardot was approached by the Dr. Serkan Aygin Clinic to develop a new website with the mandate to increase sales and business growth. The Dr. Serkan Aygin Clinic signed up specifically with Vardot, a company headquartered in Jordan with offices in Jordan, USA, and Egypt, because of its expertise in developing multilingual websites (including Arabic language). The inclusion of Arabic in its website enables the Dr. Serkan Aygin Clinic to market more effectively to the Gulf region.
Vardot successfully built a multilingual website for the Dr. Serkan Aygin Clinic using Varbase, a custom optimized distribution based on Drupal 8 CMS. As part of the overall solution, Vardot also translated the web contents into Arabic. In addition to multilingual support, the new website features significant SEO enhancements which improve its visibility to search engines.
Why Drupal was chosen
Drupal is an industry-leading website development platform renowned for its support of multilingual websites. The new Dr. Serkan Aygin Clinic website currently supports 3 languages (English, Arabic, and Turkish). Over time, 6 more languages will be added.
Another advantage of using Drupal in this project is the ability to easily build unique landing pages for different marketing campaigns. This is critical for Dr. Serkan Aygin Clinic in order to satisfy the mandate to increase sales and expand its business.
Last but not least, customization is a competitive advantage to the Dr. Serkan Aygin Clinic to stay as the top hair transplant clinic in the region. Drupal, by design, is a modular framework. As a result, a Drupal-based website can be customized to fully satisfy unique business requirements, both now and in the future.
Goals, requirements and outcome of the project
Design, UI and UX
The user interface for the Dr. Serkan Aygin Clinic website was redesigned from scratch. The new interface was planned, first and foremost, with user experience in mind. A modern reality is that mobile web users outnumber their desktop counterparts. To maximize user experience, a mobile-first approach was adopted in the implementation of the Clinic website. This approach constituted a clean break from the antiquated model of first creating the desktop UI and later somehow fitting the interface on mobile devices.
The CMS foundation
The new website was developed using Varbase, a Vardot base distribution built on top of the Drupal 8 CMS framework. Varbase provided out-of-the-box mobile-ready functionalities in standard-compliant modules. This made customization easy, resulting in the quicker development of the Dr. Serkan Aygin Clinic website.
The new Dr. Serkan Aygin Clinic website supports 3 languages (English, Arabic, and Turkish) with plans to add 6 more. Without software support, creating and maintaining the website with potentially 9 languages would have a greatly strained developer and editor resources. The Drupal 8 framework coupled with Varbase customization laid a solid foundation of multilingual support, for both now and later. The Varbase pre-built configuration options enabled editors to easily translate the Clinic website into multiple languages.
The Dr. Serkan Aygin Clinic website was redesigned and implemented altogether on a different CMS. From the search engine perspective, this was a migration project from one set of URLs to another. The SEO risk in the migration project was that organic traffic, painstakingly built up by the previous website, might be lost for the new one due to obsolete URLs or a drop in search ranking. To mitigate the risk, upon migration of the website, all URLs from the legacy site were imported, and redirects were set up in the Drupal CMS. In addition, descriptive meta tags were used to facilitate indexing by search engines such as Google, Yandex, and Bing. Language-aware XML sitemaps comprised another SEO tool to prop up webpage visibility. Furthermore, optimized markups were implemented to comply with the web accessibility standard WCAG 2.0 level AA. As a result of using meta tags, markups, XML sitemaps, and other tools, search ranking for the Dr. Serkan Aygin Clinic website was optimized for the migration.
In February of 2017, Vardot completed and delivered the multilingual SEO-friendly website for the Dr. Serkan Aygin Clinic on Varbase, an optimized Drupal 8 distribution. The newly minted website fully supports English, Arabic, and Turkish. The resounding success of the new website was measured quantitatively using objectively verifiable web metrics. The new website experienced an 800% increase in organic traffic after the launch. Data analysis further showed that site visitors stayed longer and were more engaged in the new website than the old one. More specifically, the bounce rate dropped from 70% to 26%, and the pages viewed per session increased over 200% from 1.2 to 3.7. Overall, the relaunching of the Dr. Serkan Aygin Clinic website drove the mandated business growth via an engaging multilingual web presence.