Project Overview
RITU IVF is a Jaipur-based fertility centre founded and led by Dr. Ritu Agarwal, a fellowship-trained IVF specialist with more than 13 years in reproductive medicine. The clinic offers IVF, IUI, ICSI, fertility preservation, donor programmes, and advanced genetic testing to couples across Jaipur and Rajasthan. Ritu IVF approached Gaincafe Technologies to build a digital platform that could do more than describe treatments. The clinic needed a site that ranked for competitive fertility searches, explained complex care in plain language, and converted high-intent visitors into consultation inquiries. We designed and engineered a production Next.js website around that journey — from first search to booked conversation — with SEO architecture, patient tools, campaign landing pages, and a single lead-management pipeline.
Overview
Key Challenges
Ritu IVF needed a digital presence that could educate fertility patients, compete for high-intent IVF searches across Rajasthan, and turn website visitors into consultation inquiries without losing leads across forms, WhatsApp, and paid campaigns.
Our Solution
We built a Next.js fertility website with SEO-structured service and location pages, patient education tools, conversion-focused landing pages, and a centralised lead workflow connected to Gaincafe Lead Tracker, WhatsApp, Google Tag Manager, and Meta Pixel.
Project Performance Metrics
Technical Details
Technical Architecture
Technical Features
Security Measures
- X-Frame-Options, X-Content-Type-Options, and referrer policy on all routes
- Google reCAPTCHA on public form flows
- Zod validation on campaign and inquiry forms
- Image CSP controls and URL rewrite rules for malformed paths
Scalability Features
- Structured location and service data instead of one-off page copies
- Automated sitemap generation with service, location, and blog priorities
- Campaign landing pages isolated from organic crawl
- Deferred third-party scripts to protect LCP as content grows
Testing Coverage
Detailed Solution
A conversion-ready fertility website designed to educate patients, rank for local IVF intent, and move inquiries into one operational pipeline.
Custom Next.js Website Platform
- •App Router architecture with file-based routes for treatments, locations, tools, and resources
- •TypeScript throughout the UI layer for safer, maintainable page composition
- •Tailwind CSS + Radix UI for accessible menus, dialogs, forms, and mobile navigation
- •Shared desktop dropdown and mobile sheet navigation from a single content model
Performance & Frontend Engineering
- •Next.js Image pipeline with AVIF/WebP and long-lived cache headers
- •Package-import optimisation for animation, icon, and chart libraries
- •Third-party scripts deferred until interaction or a short delay
- •Compression enabled; X-Powered-By disabled
Security & Site Integrity
- •Frame, content-type, and referrer policies on all routes
- •Image CSP controls and malformed-path rewrites
- •Search Console verification and Organization schema
- •Open Graph and Twitter metadata for treatment and city pages
Patient Education & Decision Support
- •Dedicated pages for IVF, IUI, ICSI, egg freezing, donor care, and genetics
- •Fertility self-assessment and IVF calculators
- •Technology pages for IMT Matcher and clinic lab capability
- •Headless blog powered by WordPress REST API
Local Visibility
- •30+ location-specific landing pages across Rajasthan and NCR
- •City-level metadata, geo tags, and canonical URLs
- •Automated sitemap generation after every build
- •301 redirects from legacy paths
Lead Capture & Inquiry Operations
- •Contact forms posted to Gaincafe Lead Tracker
- •Popup and exit-intent forms with page path and UTMs
- •Zod + React Hook Form validation
- •Google reCAPTCHA on public forms
WhatsApp-First Conversion
- •Persistent WhatsApp chat entry on public pages
- •Treatment and calculator CTAs route to clinic WhatsApp
- •Landing thank-you flows can continue in WhatsApp
- •Phone, email, map, and hours kept visible
Paid Media & Measurement
- •Dedicated landing experiences for campaign traffic
- •Google Tag Manager and GA4
- •Meta Pixel on thank-you pages
- •UTM source, medium, and campaign on each popup lead
Implementation & Infrastructure
A healthcare marketing platform built to stay fast under content growth, keep paid and organic traffic separate, and give the clinic one place to receive inquiries.
Information Architecture for Fertility Search
We modelled the site around the questions patients actually ask: which treatment, which doctor, what it costs, whether IVF is safe, and how to start. Each major treatment became its own route. City pages were generated from a structured content source so Ritu IVF could compete for IVF-in-city intent without duplicating a generic homepage. Blog posts from WordPress publish as first-class URLs and enter the sitemap after every build.
Core Implementation Decisions
- Next.js App Router for SEO-friendly routing and metadata per page
- Structured location and service data instead of one-off page copies
- Lead Tracker as the system of record for website inquiries
- WhatsApp treated as a conversion path, not a footer afterthought
- Campaign landing pages isolated from organic crawl
- Analytics and pixels loaded after first interaction to protect LCP
- Schema, canonicals, and redirects handled in the application layer
Lead Workflow From Click to Clinic Follow-Up
A visitor can enquire from a treatment page, an exit-intent popup, a paid landing page, or WhatsApp. Form payloads include name, phone, location, optional clinical context, page path, and campaign parameters. Successful submits land on a thank-you page that can fire Meta conversion events and, where relevant, continue the conversation on WhatsApp.
Frontend Platform
- Next.js App Router
- React 18 / TypeScript
- Tailwind CSS
- Radix UI
Leads & Forms
- Gaincafe Lead Tracker API
- React Hook Form + Zod
- Google reCAPTCHA
- Exit-intent and campaign popups
Measurement & Channels
- Google Tag Manager
- Google Analytics 4
- Meta Pixel
- WhatsApp click-to-chat
Content & SEO
- next-sitemap with service, location, and blog priorities
- Schema.org Organization markup
- WordPress REST API blog
- City and service landing pages
Infrastructure & Performance
- AVIF / WebP image pipeline
- Immutable asset caching
- Deferred third-party scripts
- Security headers
Gallery
Visual transformation showcasing the dramatic improvements across all interfaces
Project Details
Duration
8 weeks (initial engagement)
Industry
Healthcare / Fertility & IVF
Team
UI/UX Designer, Next.js Full-Stack Developer, SEO Specialist, QA Engineer, Project Manager
Technologies Used
Project Goals
- Rank for competitive fertility searches across Jaipur and Rajasthan
- Explain complex IVF care in plain language on mobile
- Convert high-intent visitors into consultation inquiries
- Give the clinic one place to receive and attribute leads
- Keep paid and organic traffic on separate, measurable paths
