Neuroax Pain Clinic

About the client

Neuroax is a pain treatment clinic in Makhachkala. It specializes in non-surgical treatment of herniated discs and pain in the back, joints and muscles, as well as sports medicine.

Patients usually come to a clinic like this with scans and a treatment history already in hand: they need to understand what exactly will be done, how much it costs and why surgery can be avoided. That is why the website here is not just an online business card but a tool for earning patients' initial trust.

Task

The clinic's website ran on a site builder: the structure was limited by the template, price list changes were made by hand, and form submissions stayed inside a third-party platform.

The clinic's owner set a separate goal: make sure the clinic is found and recommended not only by search engines but also by AI assistants - patients increasingly turn to them to ask where to go with a herniated disc or back pain.

Main project goals:

01

move the content off the site builder and rebuild the structure around what patients actually search for
02

give the clinic its own admin panel: texts, prices and requests without a developer
03

receive form submissions on the clinic's own side, with spam protection
04

mark up the site so that search engines and AI assistants can easily cite it
05

deploy the site on the clinic's own dedicated server
06

move the domain without losing working email

The problem before we started

The site ran on a site builder: it worked on the surface, but it was hard to develop further.

• the structure was limited by what the template allowed;

• the price list was edited by hand, and some items went out of date;

• requests stayed inside the platform, with no separate tracking;

• there was no technical markup at all - the kind search engines and AI assistants use to understand what the clinic is and what it treats.

Treatment areas: patients immediately see what the clinic treats and what the treatment includes

Solution

We rebuilt the site from scratch: 21 pages on our own engine, without a heavy CMS. Internal pages are generated from a shared template, so a change to the header, footer or a shared block applies to the whole site at once.

The messaging is built around trust: evidence-based medicine, honest prices with no “call for pricing”, and a clear patient journey from reviewing scans to a course of treatment.

Price list with sections - prices are public, and the clinic edits them in its own admin panel without a developer

What we did

Website

• 21 pages: treatment areas, services, doctors, prices, about the clinic, reviews, contacts and MRI scan review;

• a price list with sections and tabs - prices are visible right away, with no “call for pricing”;

• responsive layout tested from 320 px: no horizontal scrolling on any page.

Custom admin panel

• editing texts, blocks and prices without a developer;

• a “Requests” tab - form submissions shown in a single list;

• a mobile version of the admin panel to reply from a phone.

Website requests

• nine forms send requests to the clinic's server, not to a third-party platform;

• spam protection: a hidden honeypot for bots, per-IP rate limiting, phone number validation;

• if a request fails to send, the form says so honestly and shows the phone number instead of a fake “thank you”;

• patient data stays on the clinic's server and never ends up in the repository.

Search and AI assistants

• 48 structured data blocks across 21 pages: the clinic, doctors, procedures with prices, questions and answers;

• robots.txt explicitly allowing search and AI crawlers - GPTBot, ClaudeBot, PerplexityBot, Google-Extended, YandexBot and others;

• sitemap.xml with all pages and priorities;

• reviews are intentionally not marked up until they are collected from real patients - marking up non-existent reviews is risky.

Launch

• a dedicated clinic server: nginx, deployment from the repository, admin panel on a closed port;

• Let’s Encrypt certificates for the site and the admin panel, with auto-renewal;

• moving the domain off the site builder: mail records were checked byte by byte, and the clinic's working email was never interrupted.

Results

21

website pages

48

markup blocks for search and AI

9

lead forms with spam protection

0

email outages during the domain move

Outcome

The site runs on the clinic's domain and on its own server: the clinic updates texts and prices itself, requests arrive in the admin panel, and the domain moved with no email downtime.

Key project results:

• the clinic moved off the site builder - structure and edits are no longer limited by a template;

• requests from nine forms are collected on the clinic's own side, with bot protection;

• the site is ready to be cited by search engines and AI assistants: markup, robots.txt, sitemap;

• the clinic's working email was not interrupted during the domain move.