What we walked into
A physician-led skin cancer detection clinic in Toronto's Yorkville neighbourhood had built a serious clinical practice with no digital foundation to match.
Their only online presence was a single landing page sitting inside a different medical practice's website. No standalone brand. No local search visibility. No way for patients to find them on Google or Maps. Ads were running with nowhere meaningful to send the traffic. Publishing content required a developer, and patient inquiries were falling through the cracks with no structured email system in place.
The practice was ready to grow. The digital foundation wasn't there yet.
How we fixed it
We built a full standalone Next.js website at skincan.ca, giving SkinCan its own brand identity and a content engine it actually owns.
The site spans 12 pages across dedicated service pages for mole mapping and dermoscopy, a contact page with a server-side form, an FAQ, a learn section, and a pricing page. Sanity CMS is embedded directly at /studio so the clinic can publish blog posts and feature articles without touching a developer, with full image row support and rich text editing.
Every service page is structured with Schema.org data covering MedicalClinic and Service types, including pricing, location, and telephone. Canonical URLs, a dynamic sitemap, and a configured robots.txt give Google a clean, complete picture for local search.
We set up and optimised the Google Business Profile, establishing the clinic in Search and Maps with the correct address, hours, service categories, and photos. A consistent local listing that ties directly into the on-site SEO work.
For paid traffic, we built a dedicated ad route group with its own layout targeting Toronto cancer screening searches. A GCLID tracker captures click attribution and a GTM dataLayer event fires on every Book Appointment click, connecting ad spend to real booking conversions. Booking runs through JaneApp, linked from every CTA on the site.
On the ongoing side, we handle email operations for the clinic: inbox organisation, inquiry routing, and keeping communications running clean so the team stays focused on care.
Every project we take on leaves the client with something more valuable than a deliverable: a system that actually works.