Mayden website overhaul
Mayden is a market-leading healthtech company, boasting a suite of digital transformation tools designed to reshape care for both clinicians and patients. Among its most notable solutions is its flagship product, iaptus – an electronic patient record (EPR) system, independently rated as the best NHS mental health EPR. With a footprint spanning England and Ireland to Canada and Australia, its impact is genuinely global. But with ambitions to scale even further, and support secured from private equity investor G Square, Mayden needed to make sure its growing portfolio was reflected as cohesively online as it was in the boardroom.
The challenge
Born from founder and director Chris May’s background in NHS IT and data, Mayden exists to fulfill one simple purpose: to support clinicians in managing patient care more effectively – and unlock the true value of their data. Today, this commitment is growing from strength to strength, with its software now used by over 30,000 people, helping to manage the care of more than seven million people worldwide.
Having partnered with European healthcare investor G Square, Mayden began stepping into a new phase of ambition. Following a series of acquisitions designed to widen its portfolio, the company was no longer defined by a single product, but by a growing ecosystem of digital tools designed to work together, supporting healthcare organisations through increasingly complex care challenges. Online, however, this joined-up thinking was nowhere to be found.
Instead, Mayden’s digital presence was split across five disparate websites. Each site spoke in a slightly different voice, with different navigation, priorities, and messaging. For visitors, understanding the full picture meant piecing it together themselves. Products were difficult to discover, relationships between solutions were unclear, and the experience lacked the confidence and cohesion expected of a market-leading healthtech provider. The maintenance burden of managing five separate sites also presented a major resource constraint for the team. Not to mention, with multiple domains competing for the same search intent and keywords in Google, these efforts diluted SEO performance and limited organic visibility.
Beyond creating unnecessary stress and friction, this fragmentation posed a serious risk to Mayden’s brand authority, eroding trust with customers, partners, and investors alike. To support continued scale and match its maturity, the business needed a unified platform to represent the holistic and streamlined ecosystem it had become for UK and international audiences alike. However, crucially, it also needed to be easy to manage as Mayden grows.
The solution
The focus for this project was not simply website consolidation, but strategic brand clarity: creating a digital presence that could confidently present Mayden as a joined-up ecosystem of patient-centred products, rather than a collection of standalone tools.
We began with strategic discovery in our Think Big workshop, defining Mayden’s value proposition, audiences, and long-term growth goals. This informed a streamlined information architecture that brought five websites into one intuitive structure, with clear pathways between products and services. Visitors can now easily understand how each solution fits into the wider ecosystem, while navigating seamlessly towards relevant enquiry points within three clicks.
Design and user experience played an equally critical role in the project, reinforcing brand cohesion. A consistent visual language and original imagery created a professional presence across every page, while the considered use of animation added a confident creative layer throughout. Plus, with inclusive design choices made with accessibility in mind, the site proudly meets WCAG 2.2 Level AA standards without compromising on brand-led aesthetics. Together, intuitive navigation and value-led content now help high-intent users move from exploration to decision making with ease.
A technically robust platform also underpins the user experience, optimised for performance and scalability. SEO best practice was embedded throughout the site structure and content from the outset, improving visibility against core search intent and supporting sustained organic growth. Meanwhile, integrations with tools such as ON24, Zoho, and Google Analytics enable deeper insight into user behaviour and more effective lead qualification, helping to turn increased traffic into sales-ready enquiries.
Finally, a flexible content management system empowers the Mayden team to evolve the site as its scaleup strategy grows, supporting a futureproofed buy-and-build approach without added operational complexity.
Ali Croston,
Director of growth and strategy at The Bigger Boat
