This is in my top-10 list of ideas. Letting website visitors book their own medical appointment online. Like booking a flight or a holiday.

Ultralase is a national chain of laser eye clinics in the UK. Some 90% of their business comes through their website.

At the time I was Interim Web Manager. We had already done several 10% improvement projects and were gearing up for a production-line of small improvements. Online booking was a left-field idea: a possible game-changer.

It seems so obvious now – but it was a tough sell at the time. They were doing very well thank-you beforehand. And now they are doing very-well-plus-30%-thank-you. And another validation is that their 2 big rivals are doing online booking as well now.