Plain-English, fully accessible website design for Leicester's private practices and consultants — built so patients weighing an NHS wait against private treatment can understand their choice on the first read.
Free, no-obligation website review — plain answers, no jargon.
Tell us about your Leicester or East Midlands practice — we reply within one working day, no obligation.
Leicester is one of the most linguistically and culturally diverse cities in the country, and a healthcare website that assumes a single kind of reader will lose patients before it ever explains what it offers. Clear, plain-English writing and genuinely accessible pages are not a nice-to-have here; they are how a private practice reaches the whole city rather than a fraction of it.
It is also a city where private treatment usually gets decided against an NHS alternative, served locally by the NHS Leicester, Leicestershire and Rutland Integrated Care Board. Patients want a plain answer to a plain question — what would I get privately, what would it cost over time, and is it worth it compared with waiting — and a website earns their trust by answering it directly, not around it.
We write clinical content in plain English as standard — short sentences, defined terms, no jargon left unexplained — and build every page to WCAG 2.2 AA: proper heading structure, strong colour contrast, keyboard navigation and screen-reader-friendly markup. In a city as diverse as Leicester, that is not a compliance checkbox; it is the difference between a patient understanding their options and giving up halfway down the page.
Patients weighing private treatment often start by asking about the NHS wait — how long it would take, what's involved, and what it costs across a lifetime rather than a single visit — before they decide whether to go private. Content that avoids that comparison, or buries it in marketing language, loses the patient's trust exactly when it matters most.
Mr Jesse Panthagani, a consultant ophthalmologist and Cataract Surgery Lead at North West Anglia NHS Foundation Trust practising privately across the East Midlands, has a site Aethus rebuilt on exactly this principle: six self-assessment tools, a ten-to-thirty-year cost calculator, published prices and a 104-piece article library, opening with a free video consultation rather than a hard sell. It is the model we bring to Leicester practices weighing the same NHS-versus-private question.
Alongside plain language and accessibility, we build clear CQC registration information, advertising content aligned with GMC guidance and the ASA's CAP Code, and ICO-aligned handling of patient enquiries and bookings — with the site kept secure and current on our managed hosting plan.
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. Figures are deliberately not shown.
Source: Google Search Console, monthly, between Sept 2025 and Sept 2026. Shown as trends, not figures, to protect our clients’ privacy.
Yes. Aethus is based in Bedford and works remotely and in person. Our East Midlands client is Mr Jesse Panthagani, whose private practice site we rebuilt; we have no Leicester-based clients yet.
Yes. Plain English helps every reader, whatever their background, and we build every page to WCAG 2.2 AA, which covers accessibility for patients using assistive technology.
Yes. We write content that addresses an NHS wait directly rather than avoiding it, so patients can compare their options plainly.
Where a client wants that, yes — Mr Panthagani's site publishes prices clearly, and we would take the same approach for a Leicester practice.
We build to WCAG 2.2 AA: semantic structure, strong colour contrast, keyboard navigation and screen-reader-friendly markup, and you can have this checked before launch.
We handle enquiry and booking data to ICO and UK GDPR guidance, alongside CQC and GMC-aligned regulatory content, and you approve the compliance wording before launch.
“Since Aethus rebuilt my site around patient questions, more of my enquiries come from Google searches and from ChatGPT conversations, and I’m seeing more self-referring patients. The articles do the explaining before the consultation, so the patients who reach me are ready to talk about treatment.”— Mr Jesse Panthagani, Consultant Ophthalmic Surgeon, private practice5.0 · 7 Google reviews
Pick a time — it takes under a minute.
Loading available times…
Source: Free, no-obligation website review — plain answers, no jargon.
Compliance Scorecard. 12 questions on CQC display, UK GDPR/PECR, accessibility and advertising rules. Instant score and a plain-English action plan. Take the compliance scorecard →
Free, no-obligation website review — plain answers, no jargon.
Trusted by growing UK businesses and clinics
Ask us anything
Hi! How can we help you today?
Conversations may be reviewed to improve our service. Privacy policy.
