Seal Medical Supplies

Project overview

An extensively customised online store that helps healthcare professionals find and order the right medical equipment with confidence.

About the business

• Supplying new and refurbished medical equipment since 2011
• Customers include the NHS, GP surgeries, care homes, pharmacies, hospitals, paramedics, physio and podiatry clinics, and universities
• More than 60 equipment categories, from defibrillators and treatment couches to medical fridges
• Stocks brands such as ZOLL, Philips, SECA, Drive Medical and Lec Medical
• NHS buyers get 30-day credit accounts as standard, and purchase orders are welcome
• Also runs training courses, from AED and basic life support to first aid at work

The challenge

Seal Medical has a large and detailed product range serving the NHS, GP surgeries, care homes, pharmacies and clinics. Customers needed a quicker way to navigate thousands of choices, compare the details that matter and order products that may not be immediately in stock.

The work

We reshaped the store around the way healthcare customers actually shop: clearer menus, help finding the right product, more useful collection pages, consistent pricing and ordering details, better customer accounts and a smoother path from research to basket. Behind the scenes, we added safeguards that keep product information organised and protect ongoing theme work.

Features delivered

• A guided equipment finder that takes customers from a broad need to the right product range
• A rebuilt product menu with clear routes by equipment type, brand and healthcare sector
• Detailed filters that stay visible as customers narrow their search and allow several choices at once
• Automatic product grouping that keeps new and existing items in the right filters with less manual upkeep
• Specialist treatment-couch filtering, including whether a face hole is included or optional
• Clear prices both before and after VAT across product pages, listings, the basket and checkout journey
• A consistent back-order experience that lets eligible out-of-stock products remain available to buy and explains their status clearly
• Improved product cards, recommendations, special-offer messaging and layouts across screen sizes
• Redesigned customer account, address and order pages that are easier to understand and use
• Better brand directories, range pages, breadcrumbs and long product-name handling
• Privacy-friendly visitor measurement so marketing can be assessed without ignoring consent choices
• Automated theme backups and product-information checks to reduce maintenance risk as the store grows

SEO and analytics

Improved the site structure, category journeys and product presentation to make the catalogue easier for both customers and search engines to understand. Consent-aware measurement supports reliable marketing decisions while respecting each visitor's privacy choices.