Case study: Transforming Mr Ahmed El Gawad’s Online Presence

Our Strategic Response

1. Compliance First: Rebuilding from the Ground Up

We created a brand new website at www.mrelgawad.co.uk, starting from a blank slate to ensure full alignment with the latest UK healthcare advertising standards.

• Language was carefully rewritten to remove promotional claims and instead focus on balanced, factual, risk-inclusive content.
• Before-and-after imagery, testimonials, and any superlative statements were removed or reworked to meet compliance criteria.
• Every page was reviewed against GMC, ASA, CAP, CQC and Google Ads guidelines.

2. Preserving Authority While Neutralising Risk

Instead of issuing a blanket 301 redirect from the legacy domain, we initially left it as a placeholder to avoid passing over the toxic link profile. After disavowing all harmful links and cleansing the backlink footprint, we then:

• Set up a full site-wide 301 redirect to transfer what remaining SEO equity we could.
• Submitted a disavow file to Google Search Console to protect the new domain from inherited SEO risks.

3. Search Engine Optimisation & Ethical Content Growth

Once the new site launched, we initiated a fresh, compliance-safe SEO strategy:

• Created new procedure pages (Arm Lift, Liposuction, Eyelid Surgery) using ethically rewritten legacy content
• Expanded existing pages with rich FAQ content, risk discussions, and internal linking to boost EEAT
• Started a compliant blog strategy written by our content team and distributed via outreach
• Built high-quality backlinks from relevant health and wellness blogs (ongoing)

4. Smart Google Ads Implementation

With a compliant site in place, we created two highly focused Google Ads campaigns — one for Tummy Tuck, and one for Facelifts:

• Used minimal but powerful ad copy with verified, safe imagery
• Set up conversion tracking using a thank-you page and Contact Form 7 integration
• Structured campaigns around “Maximise Conversions” bidding for better ROI
• Implemented site links, image assets and eventually added video via Google Business

The Results (So Far)

• Organic traffic is rising significantly — multiple keywords are moving toward Page 1
• Google Ads are now running smoothly, driving highly targeted traffic for high-value procedures
• Conversion tracking is giving clear ROI metrics
• The site is now fully compliant, meaning Mr El Gawad can market confidently and ethically
• Gained high-quality backlinks (ongoing)

Key Takeaways for Healthcare Professionals

If you’re a medical practitioner with a website built years ago — or content that hasn’t been reviewed for compliance — you could be at risk. Not only does non-compliance carry reputational and legal consequences, but it also directly limits your visibility on Google.

This project demonstrates that ethical marketing can still be effective marketing. With the right strategy, it’s entirely possible to:

• Stay within strict UK advertising codes
• Run successful Google Ads
• Grow organic SEO
• Attract new patients — without risky claims or testimonials

Interested in a Healthcare Website Audit?

Whether you’re a plastic surgeon, dentist, aesthetic doctor, or private GP — if your digital presence needs a refresh, we’d love to chat. You can find out more about healthcare and medical website design and development here.