Unfinished pages remained visible.
Some areas still said “coming soon,” which made the site feel incomplete and out of step with the practice.
Plastic surgery & medical aesthetics · Cary, NC
Cary Plastic Surgery
The practice needed to replace an outdated website with unfinished pages, limited procedure information, and little value beyond having an online presence.
InfoStar built a custom website that presents the practice professionally, answers the questions patients consider before a procedure, and supports local, organic, and AI search visibility.
Project details
- Client
- Cary Plastic Surgery
- Where
- Cary, North Carolina
- Primary goal
- Replace an incomplete website with useful procedure information and stronger organic visibility
- Timeline
- About two months from the first mockup to launch
- Work
- Website design and development, content planning, consultation paths, local and organic SEO, AI search optimization, analytics, and reporting
Project goal
Present the practice’s experience clearly without making it sound boastful.
Cary Plastic Surgery came to InfoStar through a referral from a local endodontic practice that was already an InfoStar client.
The practice wanted its website to reflect the quality and experience behind the work while keeping the tone measured and patient-focused. Prospective patients also needed more than a procedure name. They wanted to understand costs, risks, preparation, recovery, scarring, and what to expect before deciding whether to schedule a consultation.
That made the project both a design assignment and a content-organization assignment. The site needed to look appropriate for the practice while giving every procedure enough useful information to support a thoughtful next step.
Starting point
The previous website was not helping patients evaluate the practice.
The practice had an online address, but incomplete pages and limited procedure coverage gave visitors little reason to rely on it.
Only a limited set of procedures was covered.
The existing content presented only part of what the practice offered, and individual pages supplied very little detail.
Paid search carried too much of the workload.
An expensive Google Ads campaign produced occasional new patients, but the website had little organic visibility to support it.
Brand direction
Professional, experienced, and direct.
The site needed to establish confidence through the quality of its design and information, not through exaggerated language.
A custom design that fits the practice.
The visual direction gives the practice a more polished online presence while keeping procedure information easy to navigate.
Experience explained without self-promotion.
The content answers patient questions and presents qualifications directly, without turning the site into a collection of sales claims.
Clear paths to request a consultation.
Calls and consultation requests remain available as patients move from broad service categories into individual procedures.
Reusable procedure content
A consistent structure for procedure pages.
InfoStar developed a repeatable content structure so new procedures can be added without reducing them to thin, disconnected pages.
Why someone may consider the procedure.
The opening establishes the concern being addressed, the general purpose of the procedure, and the questions that deserve a consultation.
What the decision involves.
Patients can review practical information about cost considerations, risks, scarring, and other procedure-specific factors.
How preparation and recovery work.
Pre-operative guidance, post-operative expectations, recovery information, and consultation paths help patients prepare better questions.
The initial procedure set required extensive medical-service research. The structure keeps important topics consistent while allowing the content to change with each procedure. It also gives search engines and AI systems complete, clearly organized information to evaluate instead of a short generic description.
Website, search, and response
The website and search work continue as one program.
The launch established the design and initial procedure library. InfoStar continues to add procedures, improve visibility, and report on how visitors use the site.
- Detailed procedure contentNew pages follow the established information flow and connect patients to consultation requests.
- Local and organic SEOThe site is expanded and optimized around the procedures and locations the practice needs patients to find.
- AI search optimizationClear first-party information helps AI systems understand the practice, its services, and the questions each page answers.
- Analytics and reportingReports cover website visits, popular pages, and consultation submissions without treating traffic alone as a business result.
Working relationship
Launch the essential procedures, then keep building.
InfoStar and the practice agreed on the procedures that needed to be complete for launch, then continued expanding the site after it went live.
The initial project took about two months from the first mockup to launch. Website additions, local and organic SEO, AI search optimization, analytics, and reporting remain ongoing parts of the relationship.
- Initial launch
- About two months from first mockup to live website
- Ongoing work
- Additional procedures and continued search optimization
- Reporting
- Website visits, popular pages, and consultation submissions
Within 1 month of launch, organic patient flow reportedly outpaced the prior paid search campaign
Client-reported search change
The practice no longer had to rely on additional advertising for patient flow.
Cary Plastic Surgery reported that organic patient response surpassed what its expensive Google Ads campaign had been producing within the first month after launch.
The website remains active work rather than a finished brochure. InfoStar continues to add procedure content, strengthen local, organic, and AI search visibility, and report on visits, popular pages, and consultation submissions.
Free consultation
Need a practice website that answers patient questions clearly?
Tell us what the current website leaves unanswered and how patients find the practice today. We’ll recommend the website, content, and search work that fits your priorities.
Discuss Your Practice WebsiteCall or text InfoStar Productions LLC
Mon–Fri 8am–5pm PT. You’ll reach our team directly.