Search / Client story
From website rebuild to Google AI recommendations: Battersea Back Clinic
After we rebuilt Battersea Back Clinic’s website, the clinic started appearing in Google AI Mode recommendations for “backache in Battersea”—something they hadn’t seen with the old site.
A clinic website has two jobs before someone gets in touch: help the right person find the service, and give them enough confidence to take the next step. Battersea Back Clinic’s new website gave us a concrete example of that first job extending into AI-powered search.
What happened after launch
In September 2026, following the rebuild, the clinic shared a screenshot of Google AI Mode responding to the search “backache in Battersea”. Battersea Back Clinic was listed and cited in the response. The clinic had not seen this happen with its previous website.
The before-and-after
Old site: no such recommendation observed by the clinic. New site: the clinic appeared in Google AI Mode for a relevant local search.
That is a useful result because the search describes a person’s problem and location, not the clinic’s brand name. Being found by someone already looking for the business is different from appearing when they are looking for help.
This observation comes from the client’s screenshot and reported experience. It is a post-launch search result, not a measurement of additional bookings or a promise that every search will return the same answer.
What we built
The work brought the clinic’s services, patient information and contact routes into a responsive website. We translated its visual direction into consistent typography, image treatment, spacing and navigation, then refined the experience across desktop and mobile.
The point was not to put a new visual layer over a confusing journey. People needed to understand the service, find relevant information and know how to get in touch. The Battersea Back Clinic case study shows the delivered website.
A local clinic does not need a page for every imaginable search phrase. It needs accurate, useful explanations of the services it actually provides, the place it serves and the practical steps for becoming a patient.
What other clinics can learn
Review your website through the questions a new patient would ask. Can they tell whether the service is relevant? Can they find the location, understand the appointment route and see who is behind the care? Is that information available as readable page content, rather than only inside an image or an external booking tool?
- Make each service understandable. Explain who it is for and what the first step involves, using language a patient would recognise.
- Connect information to action. A useful answer should lead naturally to the relevant appointment or enquiry route.
- Keep the details consistent. Service names, location and contact information should not contradict each other across pages.
- Make the site work on a phone. A search appearance is worth little if the next screen is difficult to use.
Google’s guidance on AI features says the usual search fundamentals still apply to AI Mode and AI Overviews; there is no separate special optimisation requirement. The practical implication is to build a useful, accessible website with clear content, not an “AI-only” version of the business.
A search appearance is the beginning
The next question is whether discovery becomes useful enquiries. Keep a record of the query, date and result, then look at search impressions, visits to the relevant pages and completed enquiries or bookings over time. A screenshot shows an appearance. Those later measures show its business value.
For Battersea, the before-and-after is worth sharing. For another clinic, the starting point is its own patient journey: what people need to know, what currently prevents them finding it, and where they should go next.