Client work · Aesthetics, Dubai
Ivory Aesthetics
A new face for one of Dubai’s most personal aesthetics clinics. Full redesign, deep editorial content, complete SEO foundation, and an AI-search visibility programme that gets Ivory found in ChatGPT, Perplexity and Google AI Overviews.
60+
Treatment pages rewritten
10
Service categories
6
Weeks end to end
1
Clinic, made unmissable
The brief
A clinic that deserved better than a clinic website
Ivory Aesthetics has been quietly running one of the most thoughtful clinics in Dubai since 2014. Personal consultations, real specialists, technology chosen for results rather than for the brochure. The work was world class. The website did not show it.
The brief was simple to say and harder to do. Build the site that matches the room. Make it findable. Make it human. Make it last. And make it the first thing a new patient sees, instead of the eighth thing they tolerate.
We rebuilt every layer. The brand on the surface. The content underneath. The SEO behind that. And a new layer most clinics still ignore, the one that decides whether ChatGPT mentions you when a patient asks for a recommendation.
The mission
Make Ivory the easiest yes a hesitant patient ever made
Aesthetics is a high-trust category. People do not book on impulse. They research for weeks, they read everything twice, they screenshot the FAQ to send to a friend, and only then do they fill in the consultation form.
Our job was to give those weeks of research somewhere honest to land. Calm, beautifully written pages that answer the actual questions, in the actual order they get asked, without the marketing scaffolding that makes most clinic sites feel like a sales funnel.
What we shipped
Four projects, treated as one
A full brand-led redesign
Every page rebuilt from scratch on a modern stack. New homepage, new treatment hubs, new individual treatment pages, new concern pages, a team page that lets each specialist be a person, an editorial about page, a transparent FAQ and a contact flow that books a real consultation rather than chasing an email address.
Editorial content across 60+ pages
Treatment pages written by humans who know how to write. Concern pages that feel like a friend explaining what is going on. About and team pages that earn trust without trying. We wrote every word, briefed and reviewed every photo, and built a content system the clinic can keep growing on its own.
Search-visibility on two fronts
Classical SEO that ranks where Google still sends people. AI-search visibility that gets Ivory into the answers ChatGPT and Perplexity hand back when patients ask, in their own words, where to go. A measurement layer that shows both audiences side by side, so we know what is working and what to do next.
Inside the site
Calm on the surface, structured underneath
Three of the most important pages on the new site, all written for a hesitant patient first and an ambitious search engine second.
Six weeks
From first walkthrough to launch
Week 1
Sitting in the clinic
We did not start with a wireframe. We started in Jumeirah 2, watching how Ivory actually treats its patients. Met the founder. Met the specialists. Sat through consultations. Listened to what people walk in worried about, and what they walk out feeling. The brand was always in the room. We just had to put it on the website.
Week 2
Brand, voice and visual language
Cream, charcoal and the softest gold. A serif for warmth, a clean sans for clinical clarity. A voice that talks to a real person, not a marketing avatar. We wrote the brand book around how Shohreh and her team actually speak in the consultation room, then turned it into design tokens, components and a tone-of-voice guide the whole team can use.
Week 3
Information architecture and the redesign
Most clinic sites bury you in jargon. We rebuilt the site around two ways patients actually search. By treatment when they know what they want. By concern when they only know what is bothering them. A new "What Concerns You?" hub became the site’s second front door, and the most loved page on launch.
Week 4
Deep content, written by hand
Sixty-plus treatment pages, written end to end. Not template fills. Not AI sludge. Each page covers what the treatment actually is, who it is for, what to expect, downtime, FAQs, and where it sits next to the alternatives. Every word reviewed by the clinical team. Every page benchmarked against the highest authority pages in the category.
Week 5
Classical SEO foundation
Schema.org for every clinic, treatment, FAQ and team member. Local SEO across Dubai, Jumeirah, Al Wasl, and the surrounding districts. Internal linking that maps treatment to concern to outcome. Sitemaps, robots, breadcrumbs, OG, Twitter cards, image alt text, hreflang and a Core Web Vitals pass that puts the site comfortably in green across mobile and desktop.
Week 6
AI-search visibility and launch
A new layer most clinics have not even started on. We structured the site so ChatGPT, Perplexity and Google AI Overviews can answer "best laser pigmentation clinic in Dubai" or "where can I do exosome hair therapy in Jumeirah" with Ivory in the answer. llms.txt, machine-readable summaries, citation-ready paragraphs, and a content map that ranks both for humans and for the agents booking on their behalf.
Concerns covered
Eight of the questions every Ivory page is built to answer
Every concern has its own page, written from scratch, internally linked to the treatments that solve it, marked up so search engines and AI assistants can lift it cleanly.
How we built it
Four principles that ran the whole project
Patient first, not procedure first
The site is structured around what the patient is feeling, not the technology behind the treatment. "Dark spots" before "QS-laser pigmentation". The clinical detail is still there, but it never gets in the way of someone trying to figure out if they should book.
Trust earned, not borrowed
Real specialists with real photos. Real clinic interior. Real before-and-after stories where the clinic has consent. No stock photos, no manufactured testimonials, no over-claimed results. The aesthetics market is full of noise, and the easiest way to stand out is to be quietly, demonstrably honest.
Written like a magazine, optimised like a database
Editorial voice on the surface, structured data underneath. Every treatment page is a proper article AND a clean machine-readable record. The same words sell to a hesitant patient and feed a structured answer to ChatGPT. Both audiences get the version they need.
A platform the clinic can run themselves
New treatments. New team members. New concerns. The clinic adds them in minutes, not days. We built the site as a system the team can grow into, with editor-friendly tooling, opinionated guardrails on tone and structure, and clear room for new content categories down the line.
The new layer
Built to be quoted by ChatGPT
Most aesthetics clinics in Dubai are still optimising for a Google search behaviour that is already changing. Patients are increasingly asking ChatGPT or Perplexity to recommend a clinic, summarise a treatment, or compare options for them. The clinics those tools cite get the visit. The ones they do not cite become invisible.
We treated AI search as a separate, deliberate workstream. Every treatment page is structured so a model can answer, in one short paragraph, who it is for, what it does and where to do it. We added llms.txt, citation-ready summaries, and a content index that AI assistants can crawl without missing a thing.
The result is a clinic that shows up where the next decade of patients will be looking. Not in addition to classical SEO, but alongside it.
Why brands trust us with this
We do not split brand, content and SEO into separate quotes
Most agencies will sell you a redesign and then quietly hand the SEO to someone else. We do not. The same team that picked the type, wrote the words, and structured the schema. That is the only way the brand voice survives all the way down into a JSON-LD snippet, and the only way the SEO comes out actually feeling like the brand.
Ivory is what happens when brand, editorial and search work as one project, on one timeline, by one team that cares about all three.
A site this thorough, in six weeks
If your category looks anything like aesthetics, we can do the same for you. Brand, content and search, run as one engagement, by one team.