Dr Petrana Kalyasheva

The online presence of Dr Petrana Kalyasheva – a dermatologist, venereologist and aesthetic dermatology specialist – did not reflect the level of professionalism and trust she builds in her practice. Her old website had a dark, visually off-putting design, poorly structured information and no intuitive navigation.

On top of that, SEO had not been migrated properly during a previous redesign, which cost the site its search rankings and made it harder for new patients to find. The opportunity: to build a modern, bright, patient-focused website that not only informs but also leads to actual appointment bookings.

Solution and goals

The Evol.bg team took on the complete redesign and rebuild of the site, with several key goals:

• To create a new visual style based on a bright, clean aesthetic that inspires trust
• To preserve and build on the SEO structure – by keeping URLs and adding the necessary redirects
• To present the medical services clearly and logically, organised by category and type of treatment
• To create a functional, mobile-optimised design
• To make online booking and contacting the practice easy
• To integrate educational content that supports Dr Kalyasheva’s authority

Result

The site presents Dr Kalyasheva’s professional identity in a clear, accessible and visually balanced way. Every key service has its own subpage, while educational articles and current news add expertise to her online presence.

What we delivered:

• Content migration with URLs preserved
• 301 redirects for changed links, to retain SEO traffic
• Improved internal navigation that leads to action – enquiries and bookings
• Mobile optimisation and faster loading
• Higher user engagement and clearer visibility in search engines

Technologies used and why

When building Dr Kalyasheva’s website, the goal was clear: minimalism, speed and stability. Instead of piling up plugins and dependencies, we chose only the essential, proven technologies that cover the project’s needs without compromising performance or security.

All tools run on professional business licences that we provide to our clients at no extra charge. This not only saves money but also guarantees access to premium support, automatic updates and stable long-term operation of the site.

Technologies used:

• Breakdance Builder
  The main tool for building the site’s design and functionality. It produces lightweight, clean code, offers an intuitive editing interface and gives full control over every element, with no need for additional visual builders.
• WP Rocket
  Integrated for caching, CSS and JS minification and other speed improvements. With it, the site loads quickly on both desktop and mobile.
• ACF (Advanced Custom Fields)
  Used to create custom fields and manage dynamic content – e.g. services, team, prices. It lets the client manage the site easily without unnecessary complications.
• SEO Press
  Chosen as a lightweight, flexible SEO platform. Meta titles, descriptions, Open Graph tags and the XML sitemap are all configured – everything needed for good indexing, with no extra load.
• Complianz
  A GDPR-compliant plugin for managing cookies and privacy policies. It automatically blocks scripts until consent is given and allows full configuration of the messages shown to users.
• Yellow Pencil
  Used sparingly – only for fine-tuning the styling of specific elements during testing. It saved time on small visual adjustments without writing custom CSS.

All of these technologies are included in the licence package we provide to our clients as part of their partnership with Evol.bg. This removes the need for extra purchases or subscriptions and ensures the site stays stable, secure and optimised in the long term.

How we worked

The new website was delivered through a clear, step-by-step process that combined technical analysis, a UX approach and an SEO strategy. Each stage took into account both the client’s needs and best practice for building a site that works well in the long term.

1. Analysis of the current state

We carried out an SEO audit of the existing site to find out which pages had traffic, which keywords brought visibility and where there were problems in the structure or content. This defined the foundation to build on without losing the value already accumulated.

2. Structure planning

Based on the audit findings and UX principles, we built a new information architecture that:

• keeps the important slugs for SEO;
• improves navigation for users;
• prepares the site for future expansion.

3. Visual mapping

We created a mind map of the new structure – a visual plan showing how the main and secondary pages connect. This helped coordinate design, content and SEO strategy in advance.

4. Design in Figma

We developed a custom design in Figma, following the client’s wish for a brighter, professional and unobtrusive look. The design went through several revisions and was approved by Dr Kalyasheva before technical implementation began.

5. Building the site

Once the design was approved, we built the actual website with the chosen technologies (Breakdance, ACF, etc.), sticking to the UX guidelines, mobile responsiveness and preservation of the SEO structure.

6. Speed and SEO optimisation

Before launch we carried out:

• technical speed optimisation (with WP Rocket and Imagify),
• on-page SEO optimisation (titles, meta descriptions, alt tags),
• a review of the semantics and structure of the content.

7. Double check before launch

We carried out a final check, including:

• matching slugs against the old site,
• preserving and improving the texts,
• 301 redirects where needed,
• testing all functionality (form, mobile version, map, etc.).

8. SEO editing of existing content

We updated some of the older articles and pages so they rank better for their keywords and offer added value to both users and Google.

9. Planning the next phase

We prepared a content plan for the next 3–6 months, focused on:

• strategic topics around the core services;
• targeted keywords;
• articles with educational and search value.

Summary

The website project for Dr Petrana Kalyasheva is an example of a strategic redesign that combines medical expertise, digital effectiveness and SEO sustainability. We started with a detailed audit and analysis of her existing presence, moved on to careful planning of the structure and UX, and delivered a design that communicates professionalism and trust from the very first visit.

The site now works not just as a business card but as a functional tool for informing, attracting and engaging patients. We combined a clean aesthetic with technical stability, speed and responsiveness. We kept the value of the SEO built up over time, improved the content and laid the groundwork for growing her online presence in the future.

In other words – a website that does not just look good, but works for the practice and its patients.