Project Overview

It is always important when there is complex information to communicate to make sure it is delivered in a digestible fashion. For the Hull IVF Unit, this was one of our successful tasks. The website craved a major restructure and the brand was in need of refreshing. Combining medical expertise with a friendly, caring approach, we created a clean, easy to navigate website and a bespoke booking system that’s increased patient engagement and saved admin staff valuable time.

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Services Provided

  • Content Management System
  • eCommerce
  • Local SEO
  • Logo Design
  • Web Design & Build
  • Website Care & Hosting

Rebranding. For the Perfect Approach.

In creating a new logo, we explored a variety of concepts connected with fertility, eventually settling upon a fresh, reimagined version of the stork from the original branding, something that went down well with Hull IVF partner Christine Leary who we worked with on the project. A soft, reassuring brand colour scheme demonstrates the clinical expertise and professionalism whilst portraying the unit’s friendly and approachable side.

Hull IVF logo

Website Redesign. Clean, informative, simple.

With so much information and important data to communicate, Christine asked us to find a way to make everything digestible for visitors to the unit’s website. Starting with a major reorganisation of the sitemap, we logically categorised all the key information pages, making them effortless for users to navigate. The result is a cleanly presented site that Christine agrees is informative without appearing overwhelming.


For staff, a WordPress backend has eased the workload with easily editable pages, vitally important when dealing with statistics that are subject to change on a regular basis.

A Custom Developed Booking System. Effortless for all.

A custom-created booking system allows users to choose from a menu of options, including requesting a check-up, private consultation or clinic visit. We also made it possible to select a particular consultant. Fees are displayed at the time of booking, making everything completely transparent, something Christine was eager to ensure.

There’s a secure payment portal courtesy of PayPal integration, and booking confirmations are automatically sent to patients with a copy for the clinical receptionist. Appointment reminders are delivered by email and SMS and it’s easy to cancel bookings too. Thanks to additional information harnessed during the booking process, Christine tells us staff admin time has been significantly reduced.


“Excellent service. The innovative and friendly team at Figment have transformed our website. The Hull IVF Unit website is now easy to navigate and very eye catching. Thank you Figment!”

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– Christine Leary, Partner // Hull IVF Unit


  1. Period is 1st Jan 2019-1st Jan 2020 versus 1st Jan 2017 to 1st Jan 2018 before SEO work
  2. % of overall traffic. Based on year 2019.

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