Medical Website & Lead Generation: UX/UI for Appointment Booking
The first website of a hand, wrist and elbow surgeon in Madrid, built to turn visits into bookings: medical authority, SEO from the ground up and a direct path to an appointment from any page. UX/UI design and frontend development.
Context
Dr. Alfonso Prada Cañizares is an orthopedic surgeon and traumatologist in Madrid, specialized in the hand, wrist and elbow, with a particular focus on minimally invasive surgery.
He had no website of his own: his online presence relied on third-party channels and word of mouth. I designed and built the site from scratch at Deseo Lab, with a single goal: turning visits into bookings.
Challenge
Patients searching Google for a hand surgeon couldn’t find reliable information about his work, or a direct way to book an appointment. And before booking with a surgeon, a patient needs trust: understanding what’s wrong, knowing the specialist treats exactly that, and seeing their track record.
The site had to build that trust, bring in organic traffic without relying on paid ads, and never leave a patient wondering how to book.
Process
We started from early, still loosely defined ideas and shaped them together: what to say, in what order, and how a medical website should feel to be approachable yet rigorous.
The visual system is clean and calm: light blues, a navy blue for actions, a sans-serif typeface and real photography of the doctor and his work. The architecture is organized around what patients look for: specialties and treatments, scientific activity, an educational blog and a booking block on every page.
Solution
- Medical authority and trust. The home page introduces the doctor with his portrait and, right below, the logos of the hospitals and societies he works with. “Scientific activity” brings together awards, international training and teaching.
- Conditions explained by body area. Specialties and treatments are grouped into hand and wrist, elbow and shoulder, microsurgery and arthroscopic surgery, using names patients recognize.
- SEO from the ground up. Architecture and content designed around the searches of patients actively looking for this specialist, plus an educational blog that answers their questions.
- A clear path to booking. Every page ends with “Book your appointment or consultation”, with two options: an urgent video call or an in-person visit at one of two hospitals, plus a contact form. “Book an appointment” is always at hand in the header.
Mobile version
On mobile, booking stays one tap away: a sticky “Book a consultation” bar follows the whole journey, the menu opens full screen with “Book an appointment” highlighted, and specialties, blog and scientific activity stack into easy-to-scan cards.
Outcome
The website is live and the doctor is already getting his first online bookings. In its first year, according to Google Analytics (January 1 – July 6, 2026), it converts 1.63% of visits and more than half of its traffic comes from organic search.
- Conversion rate
- 1.63%
- Traffic from SEO
- 52.8%
“The website turned out great, I’m very happy with the result. What I value most is that Deseo Lab guided me well from the start, because I came in with very rough ideas and they knew how to shape them. You can tell they know what they’re doing, and they’re also very easy to work with: no fuss, straightforward and always willing to help. The final result exceeded my expectations, so I’d definitely recommend them.”