Othisis MedTech

Othisis had a strong technical proposition and almost no organic visibility. The brand read as impressive to people who already understood it, and as abstract to everyone else.

The situation

Othisis builds an AI medical scribe — software that listens to a clinical consultation and produces the documentation from it. The technology was strong. The problem was that almost nobody arriving cold could tell what it did.

This is a common failure in deep-tech and health-tech, and it is worth naming precisely: the copy was written by people who understood the product for people who already understood the product. Every sentence was true. None of it was legible to a clinician encountering the name for the first time. Meanwhile the organic visibility was close to zero, so the only visitors arriving were ones who had heard about it elsewhere — which meant the site was never doing the job of finding anyone new.

How we approached it

Positioning before pages

We did not start with the site. We started with three questions the copy could not answer in plain language: what does this product actually do, who is it for, and what changes for them once they have it.

Getting those answers written down in sentences a non-specialist could follow was the single most useful hour of the project, and everything downstream depended on it. A site restructure built on unclear positioning just rearranges the confusion.

Structure that follows the buyer, not the org chart

The old structure mirrored how the company was organised internally. That is the default outcome when a site grows page by page, and it reliably produces navigation that makes sense to employees and to nobody else.

We rebuilt it around the decision a prospective customer is actually making, in the order they make it — what is this, is it for someone like me, how does it work, what would it take to try it. This is ordinary website structure work, and it is usually where the largest single improvement in a technical company's site comes from.

Search built on substance

With the story clear, the search work had something to stand on. We built a keyword map across three distinct kinds of intent — category terms for people who know what class of product they want, problem terms for people who only know what is going wrong, and comparison terms for people already evaluating options. Those three groups need different pages, and conflating them is why a lot of software companies rank for nothing.

Alongside that came the unglamorous half: indexation fixes so the pages could be found at all, and page-speed work so they were not penalised once they were. Then content substantial enough to deserve a ranking, rather than the thin brochure pages the site had before.

What changed

The site now explains itself to a first-time visitor inside about thirty seconds, and it ranks for the terms Othisis' customers genuinely search rather than the terms Othisis used internally. Organic enquiries followed — the founder's account of that is below, and it is his words rather than our summary.

In the 90 days to 24 August 2026, the site drew 15,564 impressions and 99 clicks at an average position of 16.1. Comparing the most recent fortnight with the equivalent period three months earlier, impressions were 66% higher and the blended average position moved from 16.1 to 12.3.

One honest qualification on that last figure: the improvement is driven largely by growth in India, where the site now averages position 5.3. In the United States — Othisis' actual market — average position has held steady at around 16 across the same period. The volume is genuinely up; the US ranking work is not finished.

Source: Google Search Console, 26 May – 24 August 2026. These are search performance figures, not attributed revenue.

If you are in a similar position

The pattern here repeats across technical products. If your site attracts people who already know you and almost nobody else, the problem is rarely the design and rarely the keywords. It is that the copy assumes context the visitor does not have.

The test is cheap: give your homepage to somebody outside your industry and ask them to explain, in one sentence, what you sell and who for. If they cannot, no amount of search work will help, because the traffic will arrive and leave.