Peninsula Doctor Website Audit

A comprehensive analysis of SEO, Performance, Design, and User Experience

Introduction

This comprehensive audit evaluates the Peninsula Doctor website across four key areas: SEO, Site Performance, Design/UX, and User Journey/Content. The site effectively communicates Peninsula Doctor's concierge medicine approach with professional design and compelling messaging. However, several opportunities exist to enhance performance, SEO, and user experience.

Key Metrics Overview

SEO Score
92/100
Performance Score
77.6/100
Accessibility
89/100
Best Practices
96/100

SEO Analysis

Technical SEO

  • Indexing Status
    Site is properly indexed by search engines
  • Sitemap
    XML sitemap is present but could be more comprehensive
  • Robots.txt
    Properly configured
  • URL Structure
    Clean, descriptive URLs
  • Mobile-Friendliness
    Site passes mobile-friendly test
  • Page Speed
    Moderate - impacts SEO ranking (see Performance section)
  • HTTPS
    Properly implemented secure connection

On-Page SEO

  • Title Tags
    Well-structured but could be more keyword-optimized
  • Meta Descriptions
    Present but could be more compelling
  • Header Tags
    Good H1-H3 structure, opportunity for more keyword inclusion
  • Content Quality
    High-quality, original content
  • Keyword Usage
    Good but could benefit from more strategic placement
  • Image Optimization
    6 images lack descriptive alt text
  • Internal Linking
    Limited internal linking structure

SEO Recommendations

High
Add descriptive alt text to all images
Improve accessibility and image search visibility by adding descriptive alt text to all images.
High
Enhance keyword strategy
Conduct comprehensive keyword research for concierge medicine terms and optimize title tags and meta descriptions.
Medium
Improve internal linking structure
Create a more robust internal linking strategy to distribute page authority and improve user navigation.
Medium
Implement schema markup
Add structured data for medical practice and physician information to enhance search results.

Performance Analysis

Core Web Vitals (Average of 5 Tests)

Mobile Performance Score
77.6/100
First Contentful Paint (FCP)
1.52s
Largest Contentful Paint (LCP)
4.8s
Total Blocking Time (TBT)
87.5ms
Cumulative Layout Shift (CLS)
0
Speed Index
5.06s

Key Performance Issues

  • Render-blocking Resources
    Potential savings of approximately 700ms
  • Unused JavaScript
    Potential savings of approximately 50KB
  • Image Optimization
    Properly sizing images could save approximately 47KB
    Using next-gen formats could save approximately 47KB
  • Unused CSS
    Potential savings of approximately 15KB

Performance Recommendations

High
Optimize Images
Implement responsive images with srcset, convert to WebP format, and implement lazy loading for below-the-fold images.
High
Eliminate render-blocking resources
Defer non-critical JavaScript and CSS, inline critical CSS, and use async/defer attributes for scripts.
Medium
Reduce JavaScript and CSS
Remove unused code, minify and compress all resources, and consider code splitting for JavaScript.
Medium
Implement Caching
Set appropriate cache headers and consider a CDN for static assets.

Design & User Experience

Visual Design

  • Branding
    Consistent and professional
  • Color Scheme
    Appropriate for medical practice, good contrast
  • Typography
    Clean, readable fonts
  • Imagery
    Professional photography that conveys trust
  • White Space
    Effective use of spacing for readability

User Interface

  • Navigation
    Clear main menu with logical structure
  • Buttons/CTAs
    Visible but could be more compelling
  • Forms
    Contact form is simple and functional
  • Responsiveness
    Adapts to different screen sizes with minor issues on mobile

Accessibility

Accessibility Score
89/100
  • Color Contrast
    Generally good with a few minor issues
  • Text Sizing
    Appropriate for readability
  • Alt Text
    Missing on some images

Design & UX Recommendations

High
Improve mobile experience
Increase touch target sizes, enhance mobile menu usability, and ensure all text is readable on small screens.
Medium
Enhance visual hierarchy
Make primary CTAs more prominent, improve contrast for important elements, and consider subtle animations for engagement.
High
Accessibility improvements
Fix all contrast issues, add missing alt text, and ensure keyboard navigation works seamlessly.

User Journey & Content

User Paths

  • New Patient Journey
    Path: Homepage → Services → Contact
    Strengths: Clear service descriptions and professional imagery
    Weaknesses: No clear "New Patient" specific pathway or information package
  • Existing Patient Journey
    Path: Homepage → Contact
    Strengths: Contact information is accessible
    Weaknesses: No patient portal or login area visible for existing patients
  • Information Seeker Journey
    Path: Homepage → About → Services
    Strengths: Professional credentials and approach are well-presented
    Weaknesses: Limited detailed health information or resources

Content Evaluation

  • Messaging
    Clear communication of concierge medicine approach
  • Tone
    Professional and trustworthy
  • Unique Value Proposition
    Well-articulated but could be more prominent
  • Content Gaps
    Limited educational resources, testimonials, and FAQs
  • Engagement Elements
    Few interactive elements or lead capture mechanisms

User Journey & Content Recommendations

High
Create dedicated user paths
Add a prominent "New Patient" section on homepage, implement a patient portal or login area for existing patients, and develop clear pathways for different user intents.
Medium
Content enhancements
Develop educational blog or resource section, add patient testimonials, create comprehensive FAQ section, and provide more detailed information about concierge medicine benefits.
Medium
Engagement strategies
Implement newsletter signup, add social sharing options, create downloadable resources, and consider interactive health assessment tools.

Implementation Plan

Immediate Actions (1-2 weeks)

  • Optimize images and implement lazy loading
  • Add missing alt text to images
  • Eliminate render-blocking resources
  • Create a comprehensive FAQ section

Short-term (1 month)

  • Implement technical SEO improvements
  • Enhance mobile responsiveness
  • Develop more detailed service descriptions
  • Add clear user paths for new and existing patients

Medium-term (2-3 months)

  • Create educational content and resources
  • Implement patient testimonials
  • Develop downloadable resources
  • Optimize JavaScript and CSS

Long-term (3-6 months)

  • Develop interactive tools
  • Create a patient portal
  • Implement regular blog content
  • Consider a design refresh based on user feedback

Conclusion

The Peninsula Doctor website provides a solid foundation for the practice's online presence with professional design and clear messaging. By implementing the recommendations in this audit, the site can significantly improve its performance, search visibility, user experience, and engagement metrics.

The most critical areas for improvement are performance optimization (particularly LCP and Speed Index), enhanced user journeys for different visitor types, and expanded content to better educate and engage potential patients.

With these improvements, the Peninsula Doctor website will be better positioned to convert visitors into patients and provide an exceptional online experience that matches the high-quality care provided by the practice.