Volksapotheke Schaffhausen – Website Relaunch for Better User Journeys and Discoverability

Introduction

Chili Digital has carried out a complete website relaunch for Volksapotheke Schaffhausen AG using the HubSpot CMS – featuring a modern design, significantly shorter click paths to booking appointments, and a content structure optimised for search engines as well as AI-powered search.

Challenges

• The user journey was not optimised – visitors needed many clicks before finding the topic they were looking for.
• Weak visibility in search engines and AI-driven search – content lacked the relevance and citability needed.
• Service pages were not detailed or relevant enough, and blog articles were not linked to specific services.
• The visual identity (imagery) was outdated.
• There was a UX gap between the website and the external booking system.
  
  

Solution

Chili Digital carried out a complete website relaunch for Volksapotheke Schaffhausen AG on the HubSpot CMS, with a simple, modern design and a significantly shorter path to online appointment booking.

The new site structure also strengthened discoverability: service pages were restructured to gain the relevance needed in search engines, and blog articles were tagged by service and topic. This makes the website well positioned for AI-driven search (AEO) as well as traditional search engines.

To match the new look, the entire image library was refreshed. For a consistent user experience, the design for the external booking tool was also created — its technical implementation was carried out externally, so that website and booking system now feel visually and functionally aligned.

The project also served as the pilot for a Chili Digital in-house template, which could be extended as part of the relaunch.