Dr. Mohak Kataria
Asurgeon'ssite,readlikeareputation.
A personal brand site for a leading surgeon — trust, not templates.
Stack
- Next.js
- TypeScript
- Tailwind
- Editorial design
- Accessibility
Results
The brief
Problem
Most doctor websites are indistinguishable: a stock medical photo, a tab for 'services', a generic 'about' and a form. For a surgeon whose reputation rests on outcomes that patients spend weeks evaluating, that template actively undermines credibility. Dr. Kataria needed a site that reflected the standard of care itself — one that signalled expertise before the first sentence of copy was read.
How we built it
Approach
Editorial layout throughout, built around considered typography rather than imagery. Patient journeys are written as long-form narratives (problem → consult → procedure → outcome) rather than testimonial snippets. Procedure pages lead with clinical clarity — what it is, who it's for, what the evidence says — before surfacing the booking CTA. Zero stock medical imagery; the only photography is from the practice itself. Information density is treated as a feature, not a bug: a thoughtful patient is rewarded with depth, not patronised with brevity. The structure reflects a careful read of how patients actually evaluate a surgeon. A referred patient arrives knowing a procedure name; a self-directed one arrives with a symptom. The IA supports both — procedures are browsable by name, but also reachable via a symptom-first path that routes the reader to the right consultation type without the landing page feeling like a search engine. Accessibility was a first-class priority from kickoff. Patients with varied device capabilities, ages, and languages read this site. Every typeface pairing passes WCAG AA contrast; keyboard navigation is complete; the page remains fully readable with JavaScript disabled. Speed is the quiet feature — the leanest payload in our portfolio at 1.4MB, sub-second contentful paint on mobile — because a site that stutters during research loses trust before it earns it. Inbound inquiries trebled in the six months following launch. More importantly, the quality of those inquiries — measured by the rate at which a first consultation leads to a procedure — improved materially. That's not a metric a website typically gets credit for, but it's the one that matters: a well-informed patient arrives at the consultation with better questions, and the whole care relationship starts from a different footing. The site itself becomes part of the standard of care, not a separate marketing artefact grafted on top of the practice.
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