Software / Booking Platform
Industry: Healthcare / Medical Equipment
4
Admin panel modules (blog CMS, inventory, booking tracking w/ CSV export, image gallery)
In short
Arcetis built a marketing website, booking system, and custom PHP/MySQL admin panel for a medical-equipment rental business that supplies face-down positioning equipment to patients recovering from retinal and eye surgery. The build included a three-tier rental-duration bundle catalog, a multi-step booking form, an admin panel with a blog CMS, equipment/package management, booking-submission tracking with CSV export, and an image gallery manager, plus FAQ, HowTo, MedicalEntity, and LocalBusiness schema markup aimed at Google AI Overview visibility, and GA4 analytics integration. The engagement was confirmed by the client's founder as an actually-delivered project.
Recovering from retinal or eye surgery often requires patients to stay in a face-down position for an extended part of their recovery, and specialized positioning equipment makes that period more manageable. A medical-equipment rental business built around supplying that equipment needed to move its operation online: a marketing site that could explain an unfamiliar product category to first-time patients and caregivers, a booking system that could handle the logistics of a time-sensitive rental, and a back-office system to manage bookings, inventory, and content without manual tracking. Arcetis was brought in to design and build the full stack for this business — the public marketing site, the patient-facing booking flow, and a custom PHP/MySQL admin panel — along with the SEO foundation and analytics needed for the site to be found by patients searching for post-surgical equipment options, including structured data aimed at Google's AI Overview answer boxes.
Patients recovering from retinal or eye surgery are frequently required to stay in a face-down position for an extended stretch of their recovery, and doing that without the right equipment is physically difficult. Because the need is temporary and tied to a single recovery period, most patients rent this kind of positioning equipment rather than buy it, which makes rental logistics — not just product sales — the core of the business. That underlying situation shapes almost every part of what the site needed to do. Recovery timelines differ from patient to patient, so a single flat rental option doesn't fit every case; the business needed three separate rental-duration bundles so patients could match equipment to however long their recovery was expected to take. Patients are typically arranging this rental around a scheduled surgery, at a point where they have a lot else to manage and aren't well positioned to work through a complicated ordering process — so the booking form had to stay simple to complete while still capturing everything needed to fulfill the order: which equipment, how long it's needed, where to deliver it, and, since many patients book ahead of a procedure, an optional surgery date to help align delivery timing. On the operational side, none of that booking activity is manageable without a system built for it. Equipment, packages, and incoming bookings all needed a place to live, and the business needed a practical way to review and export what came in rather than track it by hand. A blog and an image gallery gave the business a way to show and explain equipment to patients and caregivers who, in many cases, are encountering this category of product for the first time and are searching for information under time pressure, close to a surgery date. There was also a discovery problem to solve. People searching for this kind of equipment are often typing questions rather than product names, and increasingly those questions get answered directly inside search engines — through Google's AI Overview panels — rather than through a list of standard links. That meant the site's SEO foundation needed to be built around structured, machine-readable content rather than page copy alone, if it was going to have a realistic chance of being the source an AI Overview panel or a FAQ box actually pulls from. Finally, there was a trust dimension underneath all of it. Renting medical-adjacent equipment for use during a vulnerable recovery period is not a casual purchase decision, and a site that felt thin, generic, or hard to navigate would work against the business rather than for it. The marketing site, the booking flow, and the back office all needed to reinforce the same impression: that this was a business that understood the recovery process and had built a system carefully around it, not a bare-bones storefront bolted onto a rental catalog.
Arcetis led the end-to-end build of the platform, acting as the technical partner across the marketing site, the booking system, and the internal admin tooling. Arcetis designed and built the public marketing website, including the equipment and package catalog with its three rental-duration bundle options. Arcetis built the booking system, including the multi-step booking form covering equipment selection, rental duration, delivery address, and an optional surgery-date field. Arcetis designed and built the custom PHP/MySQL admin panel from scratch, covering a blog CMS, equipment and package management, booking-submission tracking with CSV export, and an image gallery manager. Arcetis implemented the site's SEO foundation and structured data, including FAQ, HowTo, MedicalEntity, and LocalBusiness schema markup oriented toward capturing Google AI Overview answer boxes. Arcetis also integrated GA4 analytics across the site to give the business visibility into site and booking activity.
Arcetis designed and built the public-facing marketing website, giving the business a home for explaining its equipment, its rental process, and its service area to patients and caregivers who are often unfamiliar with this category of product. The site was structured for visitors searching under time pressure, close to a scheduled surgery, who need clear answers quickly rather than a dense product catalog. It also served as the foundation for the blog content, image gallery, and structured data the SEO strategy depended on, tying content, design, and technical SEO into a single build rather than separate projects. Design decisions throughout — page structure, navigation, and content hierarchy — were made with the assumption that a meaningful share of visitors would be reading on a phone, often while dealing with other pre-surgery logistics at the same time.
Arcetis built the equipment and package browsing experience around three distinct rental-duration bundle options, letting patients match a rental to however long their recovery was expected to take rather than being forced into one fixed rental term. Each bundle presents equipment, duration, and pricing clearly enough for a first-time renter to choose confidently without assistance. The catalog structure feeds directly into both the booking form and the admin panel's equipment/package management module, so a change made in one place — a new package, an updated bundle — is reflected consistently everywhere.
Arcetis built the booking system at the center of the site, including a multi-step form that captures equipment selection, rental duration, delivery address, and an optional surgery date. The optional surgery-date field was built specifically to help the business align delivery timing with a patient's procedure, since many patients book ahead of a scheduled surgery rather than after the fact. Every submission flows into the same database that powers the admin panel, so bookings appear in the back office instead of arriving as disconnected emails needing manual re-entry.
Arcetis designed and built a custom admin panel in PHP and MySQL rather than adapting an off-the-shelf plugin, since no single existing tool covered the combination of modules the business needed. The panel includes a blog CMS for publishing patient-facing content, equipment and package management for maintaining the catalog and bundles, booking-submission tracking with CSV export for working incoming orders, and an image gallery manager for the visual content used across the site. Building all four as one custom system lets the business manage its operation — content, catalog, and bookings — from a single back office rather than juggling separate tools for each function.
Arcetis implemented the site's SEO foundation with an emphasis on structured data: FAQ schema, HowTo schema, MedicalEntity schema, and LocalBusiness schema, marked up in machine-readable format rather than left as plain page copy. This schema set maps to how patients actually search for this kind of equipment — asking questions, looking for step-by-step guidance, and searching for a service near them — and is the combination search engines and AI answer tools look to pull from when assembling a direct answer or an AI Overview panel.
Arcetis integrated Google Analytics 4 across the site so the business could see how visitors move through the catalog and booking flow rather than operating without visibility into site activity. Having GA4 in place from launch gives the business a standard analytics foundation to build reporting on as it evaluates traffic sources, page performance, and booking-flow engagement going forward, and it pairs directly with the structured-data and SEO work to eventually assess how organic and AI-answer-driven traffic behaves.
The build followed a straightforward structure: a public marketing website and booking flow on the front end, backed by the same relational database that powers the custom admin panel, so a booking submitted by a patient shows up in the back office without a manual re-entry step. The marketing site was built to carry the equipment and package catalog, blog content, and image gallery, with each of the three rental-duration bundles represented as its own catalog entry so pricing, included equipment, and duration could be edited independently without a code change for routine updates. The booking form was built as a multi-step flow rather than a single long form — equipment selection first, then rental duration, then delivery address, then the optional surgery date — which is standard practice for forms collecting a mix of required and optional information from users who may be filling it out on a phone, often under time pressure ahead of a scheduled procedure. Delivery address and the optional surgery-date field feed directly into the same bookings table the admin panel reads from, so nothing gets lost in translation between the front-end form and the back-office view. The admin panel was built in PHP with a MySQL backend, structured as a set of separate modules behind a single authenticated admin login: a blog CMS for publishing and editing content, equipment and package management tied to the same catalog tables the public site displays, a bookings module for reviewing incoming submissions with CSV export for offline handling and record-keeping, and an image gallery manager for uploading and organizing site images. Gating admin access behind authentication keeps the CMS, catalog tools, booking data, and gallery manager separate from the public site, which is standard practice for any custom admin system handling patient booking information. Keeping the public catalog and the admin's equipment/package management pointed at the same underlying tables — rather than maintaining two separate copies of that data — is what lets an update made in the admin panel appear on the site without a separate deployment step. For SEO, the site's structured data was built around four schema types chosen to match how people actually search for this category of product: FAQ schema for direct question-and-answer content, HowTo schema for step-by-step guidance content, relevant to a recovery process with a defined sequence of steps, MedicalEntity schema to establish the site's content as related to a recognized medical concept and equipment category, and LocalBusiness schema to establish the business's service area for local and "near me" search intent. Implementing this as JSON-LD structured data alongside normal on-page SEO fundamentals — clear headings, descriptive metadata, a logical content structure — is the standard approach for maximizing eligibility to appear in Google's AI Overview panels and other answer-box surfaces, since those features pull more reliably from structured, well-marked-up content than from plain paragraphs. GA4 was also integrated, wired into both the marketing pages and the booking flow so page views and booking-form activity are captured in a standard analytics setup the business can build reporting on top of going forward. Taken together, the front-end site, the booking flow, the admin panel, the schema markup, and the analytics integration were treated as one connected build rather than five separate deliverables, which is what makes it possible for a booking, a catalog edit, and a piece of published content to stay in sync without someone manually reconciling them across systems.
The booking form was built as a multi-step flow — equipment selection, rental duration, delivery address, then an optional surgery date — rather than one long form. Breaking it into steps keeps each screen short enough to complete comfortably on a phone, which matters for a patient or caregiver filling it out around a hospital visit or a scheduled surgery. The optional surgery-date field lets the business align delivery timing with a patient's procedure when that information is available, without blocking submission for patients who book before a date is confirmed.
Rather than adapting an off-the-shelf booking or e-commerce plugin, Arcetis built the admin panel as a custom PHP application on a MySQL database, structured around the specific modules the business needed: blog CMS, equipment/package management, booking tracking, and an image gallery manager. The catalog tables that power the admin's equipment/package management are the same tables the public site reads from, so edits made in the admin panel are reflected on the site without a separate content-sync step required.
Every booking submitted through the site lands in the admin panel's bookings module, where the business can review submissions and export them as CSV for offline handling, record-keeping, or importing into other tools. Building CSV export directly into the admin panel, rather than requiring manual copying, is a standard, low-friction way to give a small operations team a workable process for handling bookings without a dedicated order-management platform bolted on.
The site's SEO markup uses four schema types together — FAQ, HowTo, MedicalEntity, and LocalBusiness — implemented as JSON-LD rather than relying on page copy alone. That combination matches how patients actually search for this category of product: with direct questions, step-by-step recovery guidance, a specific medical/equipment context, and local service-area intent. Structured, machine-readable markup along these lines is the standard technical approach for maximizing a page's eligibility to be surfaced in Google's AI Overview panels and other answer-box features.
GA4 was wired into both the marketing pages and the booking flow so the business has a standard, consistent record of site and booking-form activity going forward. Having analytics in place rather than added after the fact means the business isn't missing baseline data for the period around the site and structured data going live, which matters for evaluating organic and AI-search-driven traffic later.
Admin panel modules (blog CMS, inventory, booking tracking w/ CSV export, image gallery)
Schema types built for AI Overview SEO (FAQ, HowTo, MedicalEntity, LocalBusiness)
Technology used
Key learnings
This engagement is a useful example of what a single connected build looks like when a small operational business needs to move a manual, offline process online without turning it into three disconnected vendor relationships. Rather than treating the marketing site, the booking system, and the admin backend as separate projects, Arcetis built them against one shared data layer, so a booking captured on the public site, a package edited in the admin panel, and content published through the blog CMS all stay in sync without manual reconciliation. That matters more for a rental business than it would for a simple content site, because the booking data is the business — every submission needs to be trustworthy, exportable, and visible to whoever is managing fulfillment. The SEO work is also worth being honest about: the schema markup was built specifically to position the site for Google's AI Overview and answer-box features, which reflects a real, current shift in how people find information — but that outcome wasn't independently tracked as part of this engagement, and no traffic or booking-volume figures were verified. The most defensible claim from this project is about what was built and shipped, not about downstream results that were never measured. For an industry like medical-equipment rental, where trust and clarity matter as much as functionality, that combination — a working operational system plus a forward-looking SEO foundation — is a reasonable definition of a complete build, and it's a useful reminder that a case study can be honest about what wasn't measured while still being specific about what was actually delivered.
For a business renting specialized medical equipment, a complete build typically covers three layers: a public marketing site that explains the product and service area, a booking system that captures the details needed to fulfill an order (equipment, duration, delivery address, and any relevant scheduling information), and a back-office admin panel for managing content, catalog, and incoming bookings. In this engagement, Arcetis delivered all three as one connected system, along with SEO/schema markup and GA4 analytics.
Off-the-shelf booking and e-commerce plugins are usually built around a single use case, like retail checkout or appointment scheduling, and rarely combine a blog CMS, equipment/package management, booking-submission tracking with export, and an image gallery manager in one place. Arcetis built a custom PHP/MySQL admin panel so this business could manage its operation from one back office instead of stitching together multiple tools.
FAQ, HowTo, MedicalEntity, and LocalBusiness schema are structured-data formats that make a page's content machine-readable, which increases its eligibility to be pulled into Google's AI Overview panels and other answer-box features when a searcher's question matches that content. It does not guarantee placement — it's a technical foundation, not a ranking guarantee. In this engagement, that schema markup was implemented as designed; visibility results were not tracked as part of the project.
It needs to capture enough detail to fulfill delivery without becoming a barrier for someone filling it out under time pressure, often ahead of a scheduled surgery. In this project, the form was built as a multi-step flow covering equipment selection, rental duration, delivery address, and an optional surgery date, so the business could align delivery timing with a patient's procedure while keeping every step manageable on mobile.