A modern private eye practice, built around patients’ own words
Ms Li Jiang is a consultant ophthalmic surgeon at Queen Elizabeth Hospital Birmingham who specialises in cataract, refractive and corneal surgery and consults privately across the Midlands and the North West. Aethus created her private practice’s whole online presence: brand, design and build, three patient films that Aethus filmed and edited, a Chinese-language section, and clinic and area pages across both regions.
Patients choosing private eye surgery are making a once-in-a-lifetime decision about their sight, and what reassures them most is hearing from people who have already been through it. Ms Jiang’s private patients are seen in clinics run by larger providers, so her own site had to show clearly who they would be seeing, what it would cost and what it would be like. She wanted it to feel fresh, distinctive and modern, unlike the clinical template most consultant websites follow.
A warm, editorial site that opens on the life patients want back, not the equipment. Patients find their life stage rather than a procedure name, see a price on every treatment, and hear from three patients, in captioned films Aethus produced, about what cataract surgery with Ms Jiang was actually like. Clinic and area pages across the Midlands and the North West, plus a Chinese-language section, make the practice findable by every patient it serves.
Ms Li Jiang is a consultant ophthalmic surgeon at Queen Elizabeth Hospital Birmingham, a Fellow of the Royal College of Ophthalmologists and an examiner for it, and holds the College’s certificate in laser refractive surgery. Privately, she performs laser eye surgery, lens replacement and cataract surgery in clinics across the Midlands and the North West.
For her private practice website, she wanted something that felt fresh, unique and modern — not another consultant page of credentials and stock theatre photography. And she wanted it built on the thing that reassures a patient most: other patients, on camera, saying what it was actually like.
Most eye surgery websites open on equipment. This one opens on people: friends on a beach, a meal out, faces across a table. That is what patients say they want back, and the site leads with it. Deep navy, a clear blue and one sharp lime accent give it a look of its own, and a spiral mark carries it from the logo all the way to the play buttons on the films.
The structure is just as plain-spoken. Meet, treat, live: a forty-five-minute consultation with Ms Jiang herself, an operation she performs herself, and an honest account of recovery. Every treatment card on the homepage shows its price. The same surgeon appears at every step, because that is what Ms Jiang offers, and the site is built to make it obvious.
Nobody in their forties searches for refractive lens exchange. They notice that they hold the menu at arm’s length. So the homepage asks patients to find their decade, not their diagnosis: contact lenses drying out in your twenties and thirties, small print drifting away in your forties, reading glasses in every room in your fifties, night driving becoming hard work from sixty.
Each stage leads to the two or three treatments usually discussed at that age, so a patient arrives at the right page in the right frame of mind.
The heart of the site is three short films that Aethus produced with Ms Jiang’s patients. Steve, David and Frances each had cataract surgery, and each talks about it in their own way: what everyday life was like before and how quickly things moved. David was “treated within three weeks of finding out I had cataracts”. Frances’s advice to anyone hesitating is simply “You’re worth it.”
Nothing was scripted, and every film was made with the patient’s written consent to publish. Aethus filmed, edited and captioned each one, so they work with the sound off and for patients who are hard of hearing. They sit next to written reviews that Doctify verifies independently and the practice cannot edit. That combination of a face, a voice and a source someone else vouches for does more to reassure a patient than any amount of copy.
“You don’t realise how hard you’re working at everything when you can’t see properly”
Ms Jiang consults at five clinics in four cities, so the site has to work for a patient in Harborne and for one in Formby. Each clinic has a page covering parking, access and directions, and twenty-four area pages, from Sutton Coldfield to Wilmslow, answer the practical question every patient has first: how far is it, and how do I get there?
A Chinese-language section, with a page for students from overseas who are considering laser vision correction in the UK, reaches patients who would otherwise have no way in. Consultations can take place in Mandarin.
lijiang.co.uk launched as a complete private practice site: eighty-five pages, three patient films, a suitability questionnaire, open fees, clinic and area pages across two regions, and a Chinese-language section. Every page carries the same emergency notice, because some eye symptoms cannot wait for a consultation.
The work is ongoing, and the site grows with the practice.
Results
Three private eye-care practices, tracked month by month in Google. The lines show direction and shape. The figures stay private.
Vision-correction clinic, London & Surrey
Before and after the rebuild. The line turns where the new website went live.
Use the left and right arrow keys to step through the months. Monthly counts are not shown.
Source: Google Search Console, monthly, between Sept 2025 and Sept 2026. Shown as trends, not figures, to protect our clients’ privacy.
12 questions on CQC display, UK GDPR/PECR, accessibility and advertising rules. Instant score and a plain-English action plan.
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