Case studyHealthcareENT practice (HNO-Praxis)Next.jsHamburg, Germany
Visit HNO in Eppendorf- Website
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HNO in Eppendorf case study: an ENT practice website for Hamburg
Project Overview
HNO in Eppendorf is a specialist ENT practice (HNO-Praxis, Hals-Nasen-Ohren) in Hamburg-Eppendorf that cares for children and adults. The website needed to present the practice's broad range of treatments (Leistungen) while keeping the essentials easy to reach: the doctors (Ärzte), location, opening hours and online appointment booking (Online-Terminbuchung).
- Project
- HNO in Eppendorf
- Industry
- Healthcare / Medical
- Platform
- Website (Desktop + Mobile)
- Technology
- Next.js / React
The HNO in Eppendorf website on phone, tablet and desktop
Practice film
Inside the practice
Before anyone books an appointment at an ENT practice (HNO-Praxis), they want to know where they are going and who they will meet. So the homepage opens the doors first: the practice's own one-minute film, from the tree-lined streets of Hamburg-Eppendorf to the Palais 42 Ärztehaus, the reception, the treatment rooms and the team on the front steps.
On hno-in-eppendorf.de the film sits in the video section below the hero, as a framed thumbnail that opens a player in a lightbox, so the video only loads when a visitor asks for it. Here it plays muted while it is on screen: pick a chapter, or turn the sound on.
From above: the leafy Altbau streets around Eppendorfer Landstraße.
The Palais 42 Ärztehaus, the art-lined hall and the front desk.
Bright treatment rooms and a first conversation with the doctor.
Kinder-HNO: an ear examination with a young patient.
Talking through results, an ultrasound and a hearing test.
Allergologie: a skin prick test on the forearm.
Doctors and practice team at reception and on the front steps.
The brief
Goal, problem and solution
The Goal
Create a clear, trustworthy digital experience that helps patients quickly understand the ENT services (Hals-Nasen-Ohren-Heilkunde) of the practice in Hamburg-Eppendorf and easily book an appointment online.
Problem
Patients may struggle to navigate an ENT practice’s (HNO-Praxis) wide range of treatments, from allergy testing to sleep medicine, and to quickly find the information relevant to their needs.
Solution
We designed a structured, patient-focused website with clear service categories (Leistungen), intuitive navigation, accessible practice information and prominent online appointment booking (Online-Terminbuchung) to simplify the patient journey.
UX approach
UX Approach: a medical practice website patients can use without thinking
We focused on simplicity and accessibility, using a minimal interface with large typography, clear calls to action, a strong visual hierarchy and reassuring imagery of the practice’s own doctors.
Eleven treatments, one page each
Every Leistung, from HNO-Heilkunde and Kinder-HNO to Allergologie, Schlafmedizin and Tauchmedizin, has its own page, with a side menu that stays in view on desktop while you read.
Online booking on every page
The “Online Terminbuchung” button sits above the treatment cards and again in the footer of every page, opening the practice’s booking calendar in a new tab.
Opening hours always at hand
The footer shows Sprechzeiten for Monday to Friday, the address with a Google Maps link and a tap-to-call phone number, so nobody has to hunt for a contact page.
Forms ready before the visit
A Downloads page offers seven PDF forms, such as the medical history form (Anamnesebogen) and diving fitness forms for adults and children, to fill in at home.
Meet the doctors first
In the Ärzte section each doctor has their own page with portrait, CV (Vita) and memberships, linked from a side list, so patients know who they will see.
No hidden mobile menu
On phones the six main links wrap onto two short rows instead of hiding behind a hamburger icon, and the current page is highlighted.
Full Page View
Two complete pages of the HNO in Eppendorf website, top to bottom: the home page with its treatment cards and practice video, and the HNO-Heilkunde treatment page with its side menu of all eleven Leistungen.
Services
Eleven treatment areas (Leistungen) of an ENT practice (HNO-Praxis, Hals-Nasen-Ohren) in Hamburg-Eppendorf, each with its own page, its own photo and one menu that ties them together.
Leistungen menu from the live site
hno-in-eppendorf.de leistungen hno-heilkunde
HNO-Heilkunde Hamburg | HNO IN EPPENDORF
The practice's core page: ear, nose and throat (Hals-Nasen-Ohren) care for children and adults, with an overview of the diagnostics offered in the Eppendorf practice.
MedicalProcedureBreadcrumbListcanonical
One Leistungen menu, eleven treatment pages: every service a patient searches for has its own URL, title and photo, and the next one is always a click away.
How the website structures its Leistungen
One page per treatment
Every service lives at /leistungen/[slug], statically generated in Next.js from a single services data file, so a new treatment is one entry, not a new template.
Internal linking on every page
The Leistungen menu from the header reappears as a side menu on every treatment page, and the homepage features four key services, so patients and crawlers move between related pages in one click.
Metadata per service
Each page gets its own German title and description aimed at a Hamburg search, a canonical URL, the treatment photo as its social image, and MedicalProcedure plus BreadcrumbList structured data.
HNO-Heilkunde
General ENT medicine
The practice's core page: ear, nose and throat (Hals-Nasen-Ohren) care for children and adults, with an overview of the diagnostics offered in the Eppendorf practice.
Page HNO-Heilkunde: /leistungen/hno-heilkunde
HNO-Chirurgie
ENT surgery
Lists the operations the practice performs, from nasal septum surgery (Septumplastik) to procedures on the ear, and explains how a consultation before surgery is arranged.
Page HNO-Chirurgie: /leistungen/hno-chirurgie
Ästhetik / Plastische HNO-OPs
Aesthetic & plastic ENT procedures
Describes cosmetic corrections in the ENT field, such as ear pinning (Ohranlegeplastik), with each procedure given its own sub-heading for scanning.
Page Ästhetik / Plastische HNO-OPs: /leistungen/aesthetik-plast-operationen
Kinder HNO
Children's ENT
Written for parents: enlarged adenoids (Polypen), snoring and blocked nasal breathing in children, and what to expect at a first visit.
Page Kinder HNO: /leistungen/kinder-hno
Ohrlochstechen
Ear piercing
Explains ear piercing carried out in a medical setting, including the practical questions parents ask before a child's first earrings.
Page Ohrlochstechen: /leistungen/ohrlochstechen
Allergologie
Allergy medicine
Covers allergic rhinitis and hay fever, standardised allergy testing and desensitisation (Hyposensibilisierung) as offered by the practice.
Page Allergologie: /leistungen/allergologie
Schlafmedizin
Sleep medicine
The longest service page: snoring and sleep-related breathing disorders such as sleep apnoea, and how a sleep assessment at the practice is organised.
Page Schlafmedizin: /leistungen/schlafmedizin
Tauchmedizin
Diving medicine
For recreational divers: the fitness-to-dive examination (Tauchtauglichkeitsuntersuchung) following GTÜM guidelines, and what the check includes.
Page Tauchmedizin: /leistungen/tauchmedizin
Zähneknirschen / Bruxismus / CMD
Teeth grinding & jaw joint disorder
Explains bruxism and craniomandibular dysfunction (CMD) in plain language and describes the treatment options available at the practice.
Page Zähneknirschen / Bruxismus / CMD: /leistungen/zaehneknirschen-bruxismus
Immunsystem stärken
Immune support
A page for the practice's immune-support offer, written as a personal note to patients and kept descriptive rather than promotional.
Page Immunsystem stärken: /leistungen/immunsystem-staerken
Akupunktur
Acupuncture
Introduces acupuncture as a complementary method offered alongside conventional ENT care, with background on how it is carried out.
Page Akupunktur: /leistungen/akupunktur
Patient journey
From search to appointment in five calm steps
Most patients meet an ENT practice (HNO-Praxis) through a search on their phone, often with a blocked ear or a sick child in mind. We mapped the path from Google to a booked appointment and made sure every page on it answers the next question before it is asked.
Step 1 · Find
Built for local search: “HNO Hamburg”
Each page targets its own Hamburg keywords, from “HNO Eppendorf” to “Kinder HNO Hamburg”, and the practice is described to Google as a MedicalClinic with address, map coordinates, opening hours and the districts it serves: Eppendorf, Eimsbüttel, Hamburg-Nord, Harvestehude, Winterhude and Rotherbaum.
Step 2 · Understand
Land on the right treatment page (Leistungen)
Eleven treatment areas each get their own URL, headline and description instead of one long list: HNO-Heilkunde, Kinder-HNO, Allergologie, Schlafmedizin, Tauchmedizin and more. Patients read plain German explanations of what the practice offers; the pages describe services, never promise results.
Step 3 · Trust
Check who will treat you (Ärzte)
Every doctor has a profile page with a CV timeline (Vita) and professional memberships, marked up as a Physician who works for the practice. Patients see real people before they book; search engines see who belongs to which clinic.
Step 4 · Plan
Opening hours and directions at a glance
Consultation hours (Sprechzeiten) sit in the footer of every page, and the contact page (Kontakt) adds a map plus directions by U-Bahn, bus and car. The same hours are published as structured data, so they can appear directly in search results.
Step 5 · Book
Book online or bring the right form
The “Online-Terminbuchung” button opens the practice’s booking provider in a new tab, so no patient data passes through the website itself. Before the visit, patients can download seven PDF forms (Downloads), from the medical history form (Anamnesebogen) to consent forms.
Technical SEO we shipped for a local medical practice
Medical structured data
JSON-LD for MedicalClinic and MedicalBusiness (address, geo, opening hours, specialty), Physician on doctor pages, MedicalProcedure on each treatment page, Article on blog posts and BreadcrumbList on every inner page.
Sitemap index
A /sitemap.xml index points to four child sitemaps for pages, treatments, doctors and blog posts, and robots.txt links to it.
Metadata per page
Unique German titles and descriptions, canonical URLs and Open Graph images per route, generated from one central SEO config.
Hamburg keyword map
Each treatment and doctor page is mapped to its own local keyword set, so pages don’t compete with each other for “HNO Hamburg”.
Static and fast
Every treatment, doctor and blog page is pre-rendered at build time with Next.js, with next/image for responsive images and next/font for self-hosted Open Sans.
Search Console ready
German language tags, a web app manifest and icons, and Google Search Console verification were in place from launch.
Design System
A carefully crafted visual system that brings consistency, accessibility, and trust across every part of the healthcare experience.
Welcome to the ENT practice (HNO-Praxis) in Hamburg-Eppendorf. Whether it is a child's first ear check or an adult's allergy test, every page, from the treatment list to the online appointment button, is set in Open Sans: open, friendly letterforms that stay easy to read on a phone in the waiting room.
Contrast was fixed, not assumed: white on Primary #FF4413 reaches only 3.4:1, so it is kept to large bold text. Small white text and buttons move to the deeper #C8330B (5.3:1, AA), and body text on Light Aqua uses near-black or deep teal #0F5257 (8:1).
Medical practice website FAQ
Questions doctors and practice managers in Germany ask us before starting a medical practice website (Arztpraxis-Website).
Ask us anythingIt depends on the number of treatment pages and doctors, whether you need several languages, online booking or form downloads, whether content and photos already exist, and how much local SEO work is included. We give a quote after a short call about your practice.
Yes. We write and structure treatment pages to inform rather than advertise: they describe what the practice offers and how a visit works, without promising outcomes, before-and-after claims or testimonials about treatment success. Final medical and legal review stays with the practice.
We keep patient data off the website where we can: online booking runs on a certified booking provider, forms are downloadable PDFs, and a cookie banner asks for consent before optional services. Imprint (Impressum) and privacy policy (Datenschutzerklärung) pages are built in, with the texts supplied by the practice or its lawyer.
Yes. We link or embed the booking provider you already use, such as Doctolib, samedi or medidate, and place the booking button where patients look for it: in the header, on treatment pages and in the footer. For HNO in Eppendorf the booking opens the practice’s provider in a new tab.
We build for local search from day one: one page per treatment with local keywords, MedicalClinic and Physician structured data, opening hours and address in schema, a sitemap index and fast static pages. Your Google Business Profile and reviews also matter, and we help you align them with the website.
Next.js pre-renders every page, so the site is fast, secure and has no plugins to patch. Content can live in simple files or a headless CMS. For HNO in Eppendorf every treatment, doctor and blog page is generated at build time. For a smaller practice WordPress can be the better fit, as on our Dr. Salman urology site.
A typical practice website with treatment pages, doctor profiles, contact and downloads takes about six to ten weeks from kickoff to launch, depending on how quickly texts and photos are ready.
Yes. We use large readable type, strong colour contrast, clear navigation and keyboard-friendly components. On this project we checked the brand red against WCAG and use it only where the contrast holds.
Yes. Most practices launch in German and add English pages for international patients later; we set up language tags and alternate links so search engines show the right version.
Yes. We design and build websites for medical practices, clinics and healthcare providers in Germany. Tell us about your practice and we will reply with a plan and a quote.
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