Designing and building a standalone private healthcare website for Kingston Private Health — a premium, patient-focused platform built to drive enquiries, showcase consultant expertise, and establish an independent digital presence in the competitive private health market.
Kingston Private Health is the private healthcare arm of Kingston Hospital NHS Foundation Trust — offering consultant-led services, diagnostics, and elective procedures for patients choosing private care in the Kingston upon Thames area. Despite strong clinical expertise and a well-regarded NHS parent organisation, Kingston Private Health had no standalone website of its own. Without an independent private healthcare website, the service had limited digital visibility, no way to present its consultants and services credibly to prospective patients, and no platform designed around the expectations of private healthcare users.
Without a dedicated private healthcare website, Kingston Private Health was effectively invisible to patients searching online. Prospective patients looking for private consultants, diagnostics, or elective procedures in the area had no direct digital route to the service — and no way to distinguish it from the wider NHS Trust.
Kingston Private Health needed a private healthcare website that could stand entirely on its own — with a premium design appropriate for the private health sector, clear consultant and service information, and a user experience built around patient acquisition rather than NHS information delivery.
Without a standalone private healthcare website, Kingston Private Health could not be found independently in search — severely limiting its ability to attract and convert private patients through digital channels.
Private healthcare patients expect a different experience from an NHS website. The trust's existing site could not convey the premium, confidence-building identity a private health service requires.
Patients choosing private healthcare often search for specific consultants by name or specialism. Without a dedicated platform, there was no structured way to surface this information to prospective patients.
A private healthcare website needs to actively guide patients from discovery to enquiry. A general NHS information site is not designed for this kind of conversion journey.
Defined a distinct visual identity and tone of voice for Kingston Private Health — designed to convey clinical quality and build the confidence that private healthcare patients expect from a premium service.
Built a fully independent private healthcare website with its own domain, navigation, and content structure — entirely separate from the NHS Trust site, giving private patients a clear and unambiguous digital destination.
Structured consultant profiles and treatment pages to be clearly navigable and easy to find — enabling patients to identify the right specialist or service quickly and move towards enquiry with confidence.
We designed and built a fully independent private healthcare website for Kingston Private Health — distinct in brand, tone, and structure from the NHS Trust site, but developed on a shared WordPress foundation for efficient management. The focus throughout was on building patient confidence and converting digital visits into enquiries.
The Kingston Private Health website was built as a fully independent digital product — with its own design language, content architecture, and patient-focused user journeys. Developed on the same WordPress platform as the NHS Trust site, it benefits from a shared technical foundation while delivering a completely distinct private healthcare experience.
Standalone WordPress website
A fully independent private healthcare website on its own domain — built on WordPress with its own design system and content structure, completely separate from the NHS Trust site while sharing the same managed hosting infrastructure.
Consultant profile system
Dedicated service and treatment pages designed to guide patients from initial interest through to enquiry — clearly communicating available procedures, what to expect, and how to take the next step.
Private healthcare service pages
A fully independent private healthcare website on its own domain — built on WordPress with its own design system and content structure, completely separate from the NHS Trust site while sharing the same managed hosting infrastructure.
WCAG accessibility compliance
The private healthcare website was built to WCAG accessibility standards — with a site-wide accessibility panel ensuring the platform is as inclusive as it is premium, and usable by all patients regardless of need.
Kingston Private Health now has a fully standalone private healthcare website — independently searchable, with a brand and tone of voice that clearly differentiates it from the NHS Trust and speaks directly to private patients.
Patients can browse and filter consultant profiles by specialism — making it straightforward to identify and connect with the right specialist for their specific private healthcare need.
Private healthcare service pages are structured around the patient decision journey — providing the right information at the right moment to build confidence and drive direct enquiry.
Built to WCAG standards with a site-wide accessibility panel, the Kingston Private Health website is as inclusive as it is premium — usable by all patients across every device.
The standalone private healthcare website gave Kingston Private Health the independent digital identity it needed to compete in the private health market — improving discoverability, building patient confidence, and creating a clear conversion-orientated platform that works as hard as the clinical team behind it.
A standalone private healthcare website with its own domain and SEO structure means Kingston Private Health can now be found independently — reaching patients who previously had no clear digital route to its services.
The distinct design and tone of the private healthcare website conveys the quality and clinical confidence that private patients expect — reducing friction in the decision process and supporting enquiry conversion.
Structured service pages, consultant profiles, and clear calls to action move private patients from initial search through to direct enquiry — turning digital visits into tangible business development outcomes.
Built on the same WordPress platform as the Kingston Hospital NHS website, the private healthcare site can be managed and updated efficiently — without duplicating infrastructure or increasing management overhead.
By building Kingston Private Health a fully standalone private healthcare website, we gave the service the independent identity, digital visibility, and patient-facing credibility it needed to compete. The site works alongside the NHS Trust platform — built on shared WordPress infrastructure, distinctly positioned for private patients, and designed to support long-term patient acquisition and business growth.
