Rebuilding Zed3’s Digital Presence with a Research-Led, Audience-First Website

Zed3 needed a complete transformation of its digital presence. Key challenges included:

• The previous site lacked structured pathways for its primary audiences: veterans, serving ADF, first responders, families, and health professionals.
• Content was thin, fragmented, and not aligned with E-E-A-T, limiting search visibility and trust.
• The existing CMS made it difficult to create, manage, or scale content — particularly for clinician profiles, research output, and new service pages.
• The SEO audit identified a major structural gap: Zed3 needed dedicated specialist pages, an author-linked taxonomy, and structured schema markup to build clinical credibility and organic visibility.
• Over 90% of traffic was branded, showing clear opportunity to grow non-brand visibility across psychiatry, psychology, infusion therapy, and DVA pathways.
• Technical SEO issues required correction, including 404s, URL mismatches, inaccessible content, and missing metadata.

With less than twelve weeks to redesign and rewrite the entire site, we adopted a phased approach to meet the deadline and incorporate real-time learnings.

To address these challenges, we evaluated Zed3’s long-term SEO, content, and operational needs. The assessment included UI fit, SEO capability, UX flexibility, support for research-driven CMS structures, and Zed3’s requirement for an intuitive interface, self-hosted solution, and minimal ongoing maintenance. The CMS needed to:

• Enable dedicated clinician profile pages
• Link clinicians to authored and reviewed content via an SEO-friendly taxonomy
• Support Person, Organisation, and MedicalEntity schema
• Deliver server-rendered bios to resolve previous indexing issues
• Scale into research publishing and structured content collections
• Allow Zed3’s team to update content independently through an intuitive UX platform
• Offer a stable, low-maintenance hosting environment

After comparing CMS options, we selected the Laboratory X theme on Webflow because it met all functional, editorial, operational, and SEO requirements with minimal overhead and provided the strongest foundation for future growth. This enabled rapid deployment while maintaining a high standard of visual and structural integrity.

Guided by keyword research, user intent, and business insights, we restructured the IA into a clear, persona-led site architecture covering:

• Veterans & Serving ADF
• Health Professionals
• ReviveMed Infusion Therapy
• Specialist Centre (Psychology, Psychiatry, Child Psychology)
• Organisations & Government

The new structure provides:

• Dedicated hubs per audience aligned to distinct search behaviour and informational needs
• Clear referral and access pathways
• Expanded FAQs to reduce uncertainty and boost conversions
• A new About page structured to enhance E-E-A-T, articulate Zed3’s story, and surface key trust signals
• Consistent navigation labels and cross-links to keep users on structured journeys

We briefed sitewide rewrites of content based on:

• E-E-A-T and TGA guidelines
• Zed3’s clinical voice and evidence-based approach
• Search intent and keyword research insights (veterans, DVA pathways, psychiatry, telehealth psychology, infusion therapy, Treatment-Resistant Depression (TRD) Child Psychology)

Key expansions included:

• Veteran Services hub covering eligibility, DVA claims, claims support, Open Arms pathways, FAQs, and cross-links to ReviveMed and Specialist Centre
• ADF and Serving Members support content
• Expanded Infusion Therapy content including pre-appointment steps, referral pathways, safety, and eligibility
• New Specialist Centre pages for Psychology, Telehealth Psychology, Psychiatry, and Child Psychology
• New Fees, Rebates and Referrals pathway
• Structured content frameworks for Research, Organisations & Government, and First Responder content

Keyword themes focused on high-intent clusters across infusion therapy, TRD, psychiatry in Canberra, child psychology, first responder mental health, and detailed DVA claim journeys.

These were validated through the SEO audit which highlighted significant opportunity in non-brand discovery, snippet optimisation, URL alignment, schema, and technical SEO foundations.

We designed the site around clarity, empathy and simplicity. Key UX features included:

• Audience cards on the homepage enabling fast triage into the right user journey
• Sticky navigation for key quick-links, supported by anchor links at the top of long pages to aid navigation
• Step-by-step care pathways for infusion therapy, veteran support, and mental health services to provide clarity and transparency on steps, timeframes and requirements
• Optimised bio system with scalable taxonomy and author linking for Research and News
• Strong social proof: accreditations, partners, clinician credentials, results and impact
• Clean visual system aligned to clinical trust and research credibility

This UX approach directly supports access, referral clarity, and trust, turning a complex clinical offering into a navigable, patient-centred digital experience.

• Non-Brand Discoverability Early results strongly validate the redesign strategy. Organic clicks increased by 55%, with impressions up 32%, driven by improved visibility across priority non-brand searches aligned to Zed3’s specialist services and DVA pathways. Year-on-year, ranking non-brand keywords expanded by 250%, growing from 247 to 866 terms. Notably, Zed3 achieved a number one ranking for “ketamine therapy canberra” without direct keyword usage, operating within TGA regulatory constraints. Non-brand impressions increased by 680%, signalling a significant uplift in Google confidence in the site’s information architecture, content depth, and E-E-A-T foundations.
• Clinical Authority & Trust Individual clinician profile pages are already generating keyword visibility, directly supporting the goal of strengthening clinical credibility, improving referral clarity, and building a scalable, research-led authority model beyond branded traffic.
• UX & Engagement Uplift Engagement has lifted site wide, reflecting clearer UX journeys for patients, referrers, and partners and reduced friction across key access and referral pathways.

Zed3 now has a digital presence that:

• Reflects its clinical credibility and research-led foundations
• Serves multiple high-stakes audiences with clarity and care
• Provides accessible, transparent pathways for patients, families, and professionals
• Improves organic discoverability in key high-need categories such as veteran mental health, infusion therapy, psychology, and psychiatry
• Gives Zed3 long-term control over its content, publishing workflows, and clinical information updates

This redesign establishes the digital infrastructure required for Zed3’s long-term expansion into research, industry partnerships, national telehealth, and advanced clinical programs.

• Research-Led Structure Drives Early Gains Early performance confirms that a research-driven IA, audience-led hubs, and E-E-A-T aligned content can accelerate non-brand visibility even within tight delivery timelines.
• Semantic SEO Supports Compliance Zed3 has begun appearing for ketamine-related searches without publishing explicit ketamine content. This reflects Google’s ability to infer topical relevance from a clearly structured clinical architecture, strong service clustering, and verified clinician authority. Together, these signals enable visibility through contextual relevance rather than keyword use, supporting discoverability while adhering to TGA guidelines by avoiding explicit treatment claims, promotional language, or non-compliant terminology.
• Clinician-Led Authority Scales Trust Dedicated, indexable clinician profiles linked to authored content are generating early visibility, reinforcing clinical credibility and creating a scalable authority model.
• UX and SEO Must Move Together Engagement uplift alongside organic growth validates designing UX journeys around search intent, referral pathways, and patient needs, not aesthetics alone.
• Future Focus: Compounding the Foundation Phase two will expand Health Care Professional and research content, deepen internal linking and schema, and optimise referral and conversion pathways to turn visibility into sustained demand and trust.