The Surgery Dunedin
Building trust before consultation through education, authority and digital experience
Deliverables
Sector
Website
www.thesurgerydunedin.comThe Surgery Dunedin is a specialist plastic surgery clinic led by Dr Anne Collins, offering a range of surgical and non-surgical treatments alongside professional skincare products. As the clinic evolved, its digital presence needed to better reflect the premium experience patients receive in person while supporting a growing educational content library and a new ecommerce offering.
The project involved a complete transformation from a dated WordPress website into a modern Webflow and Shopify ecosystem designed to educate, build trust and support future growth.
Context & challenge
The existing WordPress website no longer reflected the quality, professionalism or reputation of the clinic. While Dr Collins had no shortage of consultation enquiries, the digital experience felt dated, photography lacked impact, and there was little opportunity to position her expertise through modern educational content.
At the same time, the clinic wanted to introduce an ecommerce offering for professional skincare products, creating an additional layer of complexity around product approvals, consultations and customer access.
This was more than a website redesign. The project required a dual-platform approach that could support healthcare education, consultation enquiries, ecommerce and future content growth, all while maintaining a seamless user experience.
Key challenges included:
- Establishing a premium authority-led digital presence
- Creating educational pathways before consultation
- Building an ecommerce ecosystem alongside the clinic website
- Managing restricted skincare products requiring professional approval
- Structuring content for long-term SEO and AEO visibility
Strategic lens
We reframed the project around trust, authority and patient education.
The goal wasn't simply to generate more enquiries. It was to create a platform that helped prospective patients become more informed before consultation, positioning Dr Collins as a trusted expert while reducing friction between research, enquiry and treatment.
Early decisions centred around separating the platform into two specialised environments:
- Webflow for content, education and patient acquisition
- Shopify for skincare ecommerce and customer account management
A consultation-first approach was adopted throughout the website, with educational content and explainer videos taking priority over promotional messaging. Procedure pages were designed to inform rather than sell, helping patients make better decisions before booking.
The platform was also built with future growth in mind, allowing The Surgery to evolve beyond a single-practitioner practice through scalable CMS structures, team content, ecommerce expansion and ongoing SEO/AEO development.
Solution
The Surgery was rebuilt as a connected Webflow and Shopify ecosystem, combining premium healthcare marketing with advanced skincare ecommerce.
The Webflow platform serves as the clinic's educational and marketing hub, featuring:
- Areas of Expertise architecture with procedures organised beneath key treatment categories
- Approximately 40 dedicated procedure and treatment pages
- Unique procedure-specific FAQs and explainer videos
- Team profiles for Dr Anne Collins and Registered Nurse Madison
- Extensive educational content supported by a library of nearly 500 FAQs
- Premium photography and videography captured specifically for the project
Shopify was implemented as a dedicated skincare platform, carefully customised to mirror the design language of the Webflow site and create a seamless transition between both environments.
Advanced skincare workflows include:
- Jotform-based skin consultations
- Approval workflows for restricted brands such as SkinBetter Science
- Customer tagging and gated purchasing access
- Open-access professional skincare ranges
- Product recommendations and recently viewed functionality to improve discovery
Beneath the surface, the content architecture was structured to support long-term SEO and AEO performance through clear procedure hierarchies, educational resources and a robust FAQ ecosystem.
Outcome
Outcome
The new platform positions The Surgery Dunedin as a premium healthcare provider with a digital experience that closely reflects the quality of care delivered in clinic. Through educational content, procedure-specific resources, video integration and a comprehensive FAQ library, patients are better informed before consultation and can navigate treatment options with greater confidence. The addition of ecommerce has also expanded access to professional skincare products previously unavailable online, while maintaining clinically managed approval pathways for restricted brands.
Behind the scenes, a scalable CMS framework now supports procedures, treatments, FAQs, team content and ecommerce growth, significantly reducing reliance on developers for ongoing updates. The platform provides a future-ready foundation for team expansion, new treatment offerings, additional skincare brands, and ongoing SEO and AEO visibility through structured educational content.
