CRA Barcelona
We strengthened CRA Barcelona's digital presence through multilingual SEO content, combining medical knowledge and cultural adaptation across four markets.
Where medical expertise meets digital content
CRA Barcelona is a fertility and assisted reproduction clinic offering a wide range of treatments and techniques, from IVF and egg donation to fertility preservation and genetic testing. Its website also includes a blog covering different aspects of fertility and reproductive health.
For a medical brand operating in an international environment, content has to meet particularly high standards. It needs to be accurate and easy to understand, while also reflecting the way different audiences search for and consume medical information.
Communicating complex medicine clearly
Our work covered two key areas of the website: its treatment and service pages, and its blog.
For the service pages, we created SEO-focused content around CRA Barcelona's treatments and areas of expertise, structuring complex medical information around the questions and search intent of potential patients. For the blog, we developed and adapted articles covering relevant fertility and assisted reproduction topics, turning specialist subjects into accessible content for people looking for reliable information online.
The project involved four languages — Spanish, English, French and Italian — requiring a consistent approach while allowing each version to respond naturally to its target audience.
Content adapted to every market
Working in collaboration with the client's lead agency, we developed a multilingual content solution that brought together SEO strategy, medical content creation and localisation. Rather than following a translation-first approach, we considered how the content needed to work within each market. This included adapting terminology and search intent, as well as taking cultural nuances into account.
The result was a content framework that could be applied consistently across all languages while retaining the relevance and natural tone expected from locally produced content.
Turning search intent into useful medical content
For a fertility clinic, appearing in search results is only part of the challenge. The content also needs to help people make sense of complex information at a time when they may be researching highly personal and important decisions.
We therefore focused on content that connected SEO requirements with genuine user needs: answering specific questions, explaining treatments and techniques clearly, and avoiding unnecessary medical jargon. The same principle guided the blog strategy, with articles designed around relevant topics and queries while maintaining the accuracy and sensitivity required in reproductive medicine.