Preventive medicine clinicLondon

Vellacott.

Website for a preventive medicine clinic in Marylebone, London. In a sector where promising youth and a longer life is common, the site needed to explain an annual medical program with evidence, without promising results, and lead people to the first appointment.

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01

Case study

The challenge.

Longevity clinics tend to sell on quantity: more than a hundred biomarkers, full-body scans, invitations to “live longer”. In the UK, the advertising code (CAP, section 12) requires evidence for every health claim, and the Royal College of Radiologists recommends imaging only to investigate symptoms. The audience, aged 40 to 65, feels well and wants to understand their own risks. The site needed to be calm, precise and clear about what the clinic does not do.

01 Claims need a sourceEvery health statement needed evidence; promising rejuvenation or disease prevention without proof breaches the British code.
02 Sensitive health dataQuestions about sleep or family history generate special category data under the UK GDPR and require explicit consent.
03 Too many testsThe market sells test volume; the clinic needed to explain why it measures less and what it leaves out.
04 Trust without social proofWith no testimonials, patient numbers or badges, trust had to come from the named doctor and the method.

02

Flowt Method

The diagnosis.

The site explains an annual medical program with evidence and full pricing, without promising results, and guides the person to the initial assessment.

Concept projectFlowt Diagnosis v0.2 · UK Private HealthcareApplied on Oct 3, 2026

First screen and value propositionIt says what it is and where (preventive medicine in Marylebone), who it's for (adults who feel well), the differentiator (same measures, same doctor, 12 months later) and shows the assessment button.
SpeedHbA1c chart in custom SVG, fonts served by the site and photos in AVIF and WebP in multiple widths; the layout barely shifts while loading (CLS 0.001).
Verifiable accessibilityLighthouse 100 and axe with no violations.
Path to the main action“Begin the assessment” is on the first screen: 1 tap to the assessment, 12 to book the time slot.
Price and scopeTotal price of each option (£1,450 for the baseline; £4,800 per year or £400 per month), what is and isn't included, VAT exemption, 14-day cancellation and an invoice for insurance.
Safe bookingSimulated booking after the assessment, UK GDPR art. 9 consent before the first question, 999 and NHS 111 signposted and a summary of what the first appointment covers.

See the full analysis

All 13 criteria, with the evidence for each point: what meets the criterion, what partly meets it and what depends on a real company. Because the brand is a concept, there is no "before" and no total score.

Being found

Being understood by search engines and assistantsPartly meets

Title and description on each page, one H1, MedicalClinic, Physician and FAQPage JSON-LD, prices in text. Partial: noindex on purpose, no third-party mentions, no full address and no opening hours.

Managed reputationNot applicable

Concept brand, no real reviews. In a real project, volume, recency and responses are measured before and after on Google, Doctify and Trustpilot.

Being chosen

First screen and value propositionMeets

It says what it is and where (preventive medicine in Marylebone), who it's for (adults who feel well), the differentiator (same measures, same doctor, 12 months later) and shows the assessment button.

6 of 6 checks

Verifiable, permitted proofPartly meets

Two doctors with name, role, background and a GMC number field, plus the CQC panel. A real clinic would add the actual numbers, the CQC rating and the full address, which the site omits.

Consistency across channelsNot applicable

There are no external channels to compare. Within the site, the number and length of visits and the program timelines match across the home page, the Programme page and the assessment summary.

Credentials and regulationPartly meets

Both doctors have a specialty and a GMC number field, and the footer reproduces the CQC panel required by Regulation 20A. Partial: GMC numbers and rating are examples, and cqc.org.uk appears without a link.

Price and scopeMeets

Total price of each option (£1,450 for the baseline; £4,800 per year or £400 per month), what is and isn't included, VAT exemption, 14-day cancellation and an invoice for insurance.

Evidence-backed claimsPartly meets

No promise of a cure or a longer life, and the site says it makes none. But the “What we measure” table includes health statements without the source on the page itself.

4 statements without a source on the page

Being contacted

SpeedMeets

HbA1c chart in custom SVG, fonts served by the site and photos in AVIF and WebP in multiple widths; the layout barely shifts while loading (CLS 0.001).

Lighthouse 100 on mobile · LCP 1.4 s

Verifiable accessibilityMeets

Lighthouse 100 and axe with no violations. The entire assessment works with the keyboard alone: focus moves to the heading of each step and a live region announces “Question 2 of 4”.

axe: 0 violations

Technical foundation, measurement and privacyPartly meets

No trackers or cookies, and explicit consent before the health questions. No analytics installed and no dedicated privacy notice, which the UK GDPR requires of a real clinic.

Path to the main actionMeets

“Begin the assessment” is on the first screen: 1 tap to the assessment, 12 to book the time slot. The end explains that a real clinic would send a confirmation and a short questionnaire.

1 tap to the assessment · 12 to the time slot

Safe bookingMeets

Simulated booking after the assessment, UK GDPR art. 9 consent before the first question, 999 and NHS 111 signposted and a summary of what the first appointment covers.

simulated

Industry obligationsThe footer of every page reproduces the CQC panel with the rating left blank and the explanation, the GMC numbers appear as examples, and 999 and NHS 111 are signposted.

In a real project, each criterion is measured before and after, with the same yardstick and evidence for each point. There is no score: what you see is how many points remain open.

03

Strategy

Strategy and site map.

The home page presents the program as a twelve-month timeline: two baseline visits, a review with the doctor, three follow-ups and the same measures at the end, read by the same doctor. Each test appears in a table with the reason it is there, alongside what the clinic does not offer and why. An evidence scale (recommended, worth discussing, not offered) shows how the plan is put together. Conversion happens through a four-question assessment that ends with the summary of the first appointment and the choice of a time slot.

01Home

Opening with the program in numbers
Annual program and chart
What we measure and what we don't offer
Doctors
How we read the evidence
The clinic in Marylebone
Call to action for the assessment

02Programme

Opening
The twelve months, step by step
What is and isn't included
Pricing
Frequently asked questions
Call to action for the assessment

03Assessment

Consent
Sleep
Energy
Family history
Priority
Appointment summary
Hours
Confirmation

Visual system

Typography, color and rhythm.

Instrument Serif, condensed and light, gives the headings an editorial tone, with clay italics only on the word the sentence stresses; Hanken Grotesk carries tables and long explanations. Bone, graphite, clay and moss replace hospital blue and evoke the interior of a Georgian townhouse. The pace is calm: native scrolling, photos that appear slowly and no animation competing with the medical information for attention.

Visual system of Vellacott: heading font, body font and color palette with codes

Illustrative HbA1c chart
What-we-measure table
Evidence scale
Assessment progress line
Footer regulatory panel

04

Signature moment

Assessment before the appointment.

After explicit consent, four questions appear one per screen: sleep, energy, family history and priority. The answers define what goes into the first appointment summary, such as sleep questionnaires or a cardiologist review. At the end, the person reviews everything, can change any answer and chooses a time slot. Nothing is stored or sent. The format follows the GOV.UK question pattern, familiar to anyone who uses British public services.

On mobile

Made for the small screen.

Three screens of the site on a 390 px wide phone, the most common width today.

Vellacott on mobile: Opening: the clinic's line with clay italics, the program summed up in a few lines and the button to start the assessment. — Opening: the clinic's line with clay italics, the program summed up in a few lines and the button to start the assessment.

Vellacott on mobile: Annual program: the illustrative HbA1c chart over twelve months, with the NICE ranges and the plan marker. — Annual program: the illustrative HbA1c chart over twelve months, with the NICE ranges and the plan marker.

Vellacott on mobile: What we measure: the criteria for choosing tests, followed by the photo of the blood draw, which shows only the hands. — What we measure: the criteria for choosing tests, followed by the photo of the blood draw, which shows only the hands.

05

Receipts

Measured performance.

The scores below were measured on the published site using Google Lighthouse. They are not a promise: they record the state of the site on the measurement date. Demonstrations are presented on video. Measurements record the state of the project on the indicated date.

On mobile

100

Performance

100

Accessibility

100

Best practices

69

SEO^*

Largest visible element (LCP): 1.4 s
Stability (CLS): 0.001
Blocking (TBT): 0 ms

On desktop

100