Websites and SEO: case examples

These case examples, each shown with a diagram, cover common requests about websites for clinics, hospitals, and home-visit nursing stations (agencies whose nurses care for patients at home). Each case notes which of our services (new website production, patient outreach marketing, or website management) we use to handle it.

Patients want to check closed days and sudden changes to doctors or hours before they visit. Medical institutions, in turn, want to get that information out quickly and accurately.

One clinic whose site we reworked had previously embedded its Google Calendar in the page. With an embed, colors are fixed per calendar, so changing the color of individual events had no effect on the site. We replaced it with a system that builds the outpatient schedule automatically from the clinic’s own Google Calendar. Now, when staff update the calendar as usual, closed days and days with changes also appear color-coded on the site’s monthly schedule. Compare the before and after in the diagram below.

Say that on the evening of the 29th, staff change the next day’s event to “Closed.” When patients open the schedule on the morning of the 30th, it shows the clinic as closed that day.

If your facility uses Google Calendar, we’ll look at how your current site is built and let you know whether the same system can be added.

Hospital and clinic websites are subject to the advertising rules of Japan’s Medical Care Act. Since the amended act took effect in June 2018, its ban on false or exaggerated claims and similar content has also applied to websites.

Home-visit nursing station websites are covered as well: the operating standards for these stations prohibit false or exaggerated advertising.

We don’t leave the wording to the production team alone. Before launch, we double-check in-house for anything that could breach the advertising rules, then adjust the content to follow the Medical Advertising Guidelines. We also ask the facility to review the content.

*“Medical Advertising Guidelines” is the short name for guidelines issued by Japan’s Ministry of Health, Labour and Welfare (MHLW). A revision that took effect in April 2026 renamed them, adding “etc.” to the Japanese title (“Medical Advertising, etc. Guidelines”).

This is the website of “Sakura Internal Medicine Clinic,” a fictional clinic, as a patient would see it on a smartphone. It shows where on the screen people considering a visit can find the four things they want to know.

Who reads your site and decides whether to visit or request care depends on the type of facility. The audience determines what information the site should include and how to arrange it. So we start by defining the audience, then plan the site’s structure.

Before launch, we put the SEO basics in place so search engines can read your pages correctly. We write titles and meta descriptions that convey your facility’s name, area, and specialties, and we make it easy to call you from a smartphone. After launch, we track how your search rankings and page views change over time and use what we learn to improve the site’s content. If your current website doesn’t appear even when people search for your facility’s name, we’ll look into your search visibility and suggest likely causes and fixes.

In patient outreach marketing, our initial assessment also compares your website with your Google Business Profile to check that your name, address, phone number, consultation hours, and other details match.

For people looking up your hours or directions, page speed on a smartphone is part of what makes a site easy to use. Below, you can see how smoothly this page loaded on your device, measured just now.

Sometimes the problem comes before any review of the content: the site can no longer be updated at all. If there’s something you want to fix but you’re not sure who to ask, we’re here to help. If you’re thinking of switching web agencies, we can handle the move, starting with the transfer of your server and domain.

Turning an image-based price list into a text table makes it easier for patients to read and lets your staff update the prices themselves.