HEALTHCARE · 2025 - ONGOING
Niche
Medical
Bringing the digital presence into line with the
actual business… and then continuing from there.
ENGAGEMENT
Refresh + Store + Ongoing
PLATFORM
Squarespace Commerce
ROLE
Strategy · Design · Build · SEO
DURATION
Live late 2025
SECTOR
B2B Medical Equipment
01 Background
Niche Medical has been supplying respiratory and diagnostic equipment to the Australian healthcare industry for decades.
Spirometers, nebulisers, spacers, FeNO testing, carbon monoxide monitoring. The kind of specialist gear bought by clinical buyers who know exactly what they're looking for and have specific reasons for choosing one supplier over another.
Until 2025, that work happened almost entirely offline. The website was a basic WordPress placeholder with little more than contact details — a digital footprint that didn't reflect the company's scale, expertise, or place in the industry. Buyers researching respiratory and diagnostic equipment were finding established competitors. Niche Medical, despite its longer track record, was effectively invisible
02 Our Approach
The brief shaped itself as the work progressed.
Three decisions did the most to define what got built.
01
Strategy
Lead with SEO. Don't retrofit it.
Keyword research surfaced where the genuine search demand sat — spirometry at 5,400 monthly searches, nebuliser at 8,100, spacer at 3,600. That data informed how the product catalogue was organised, named and prioritised, rather than being applied to a structure that had already been decided.
02
Voice
Write to two distinct audiences without confusing either.
Clinical buyers researching capital equipment need precise, compliance-aware language that doesn't overclaim. Ordering staff restocking consumables need fast, transactional clarity. Every product page had to land for both — and avoid the retail-marketing tone that doesn't belong in a clinical context.
03
Architecture
Add the store mid-project. Integrate it properly.
What had been scoped as a marketing site needed to become a transactional one. Rather than bolting e-commerce onto an existing structure, the architecture was reworked so the store sat inside the broader site narrative — research, decide, buy — without breaking the buyer journey for customers who weren't ready to purchase online.
03 How We Delivered It
Built on Squarespace. SEO equity preserved through migration.
At a glance
18 products across capital equipment, consumables and educational courses. Stripe + PayPal payments. Order notifications. Abandoned cart recovery. Loom-based review workflow.
The new website was built on Squarespace, replacing the previous WordPress site, with the existing SEO equity preserved through migration. Eighteen products were added across a Squarespace Commerce store — capital equipment, consumables, and educational courses — each with its own SEO-optimised title, meta description and URL structure. Cart, checkout, and payment flows were configured through Stripe and PayPal, alongside order notifications and abandoned cart recovery.
Site review was managed through a Loom walkthrough video and a dedicated workflow link rather than long email chains, so feedback could stay specific and unambiguous. The site went live in late 2025 — a step Craig described as "like night and day" compared to where the company had started.
04 The Outcomes
The strategy is showing up in the numbers.
Two outcomes, each tied to a decision that shaped the build, and each pointing to a different mechanism doing the work.
Decision 01 — Lead with SEO
"Don't retrofit search demand. Build the structure around it."
12.31% →
28.85%
Search Visibility · Dec 2025 → Apr 2026
Search visibility more than doubled across five months — slow, structural growth, not a campaign spike. Niche Medical now ranks ahead of long-established competitors for the industry's most-searched terms.
Decision 02 — Integrate the store
"Build for the buyers who are already ready to skip the conversation."
5 →
14
Online Orders · Forecast → Peak Month
The store wasn't built to replace wholesale. It was built to capture clinical buyers who were ready to transact directly. In its biggest month, it processed nearly three times the planned volume.
“The previous WordPress site had no structured SEO to speak of. The story isn’t a percentage point shift — it’s the move from effectively invisible to outranking established competitors across the industry’s most-searched terms.”
“We are very impressed with our new website and online storefront. Kirstie brings her energy and creativity to every project and has achieved a fantastic result for our company.”
— Craig Abud · Co-director, Niche Medical
05 How We Continue Working Together
The relationship didn't end at launch. It shifted shape.
Ongoing maintenance was scoped into the original engagement. In practice, that has meant a steady cadence of work that goes well beyond the launch project.
Late 2025
Site goes live
SEO equity migrated. 18-product Commerce store launched. Stripe + PayPal payments configured.
December 2025
First e-newsletter
Campaign to 1,600 customers. Traffic doubled month-on-month. Walked through the analytics together.
February 2026
CSAT in email signatures
Smiley-face rating system across the team. CNAME, SPF and TXT records configured end to end.
Ongoing
Cadence, not contract
Updates, additions and tech work happen as needed — without a separate management agreement.
Kev put it most plainly when he asked us to skip the quoting on smaller pieces of work and "just do it." That kind of trust is earned both ways.
The work moves faster, and we make sure it's worth the latitude.
Not everything we do is website work in the strict sense. The CSAT rollout was email and DNS configuration. The newsletter analytics walkthrough was a phone call.
It's the broader tech work the team trusts us to take care of — because we're already there, and we already know how the pieces fit.
Looking for a more considered approach to your website? If you value clear thinking, thoughtful design, and a site that reflects the professionalism of your business, you should get in touch.
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