Your website is costing you more than you think.

The short version

The content is solid, but the site is heavy, slow on phones and showing its age. On a typical mobile connection it takes almost six seconds before the main content appears, and the first thing a visitor sees is a cookie banner covering almost half the screen. Product pages jump around as they load, which Google counts against you.

Clinicians, procurement teams, overseas partners and investors all form a view of BTC Health from this site, and most of them are looking on a phone. Right now it says "2023", and it feels like it.

Why speed matters more than it looks

"53% of mobile site visitors leave a page that takes longer than three seconds to load."Think with Google, New Industry Benchmarks for Mobile Page Speed, 2017

The same Google research found that as load time goes from one second to seven seconds, the chance of a mobile visitor leaving rises by 113%. BTC Health's homepage sits at almost six seconds, and product pages are slower again.

Speed is also a ranking signal. Google measures it through Core Web Vitals, and sites that fail them are pushed below faster competitors. Businesses that fix them see the difference: Vodafone improved its main loading time by 31% and recorded 8% more sales (web.dev, Google).

Sources: Think with Google benchmark report (PDF), web.dev, The business impact of Core Web Vitals.

How you compare

We looked for companies selling the same kinds of products into Australian hospitals (infusion pumps, spine and biopsy, perfusion and ECMO, heart valves) and ran the same Google Lighthouse tests on their websites, in the same session, on the same machine.

Google Lighthouse lab tests of each homepage, 12 November 2026, simulated mobile and desktop conditions. Scores vary a few points between runs; BTC Health's mobile score ranged from 29 to 43 across our tests.

What this tells us. Most websites in your sector are slow and dated. That is the opportunity. ParagonCare, another ASX-listed healthcare distributor, has already moved: a fast modern site, clear brand story, a live share price and a full investor centre with announcements and reports. The rest are global templates or catalogues locked behind logins.

BTC Health has one real advantage to build on. Your product pages are public, with downloads, where Device Technologies and LifeHealthcare hide theirs behind a portal. With the right site, that becomes the most useful product resource in the market for clinicians and procurement teams.

What it is built on

• WordPress with the Elementor page builder (plus Elementor Pro), on the Hello Elementor theme.
• WooCommerce is installed and used as the product catalogue (26 products).
• Rank Math for SEO, WP Rocket for caching, an image optimiser, CookieYes for the cookie banner, and a custom share price plugin.
• Hosted on a LiteSpeed server behind Cloudflare. The footer credits the original build to Media Rocket, dated 2023.

Page builders like Elementor are quick to set up but generate a lot of extra code. The homepage loads 46 separate scripts and the main menu is written into the page about six times over. Caching plugins can only paper over that. The fix is in how the site is built.

On mobile

• The cookie banner covers about 40% of the first screen on every page, so a visitor's first impression is a privacy notice, not BTC Health.
• The hero is text and buttons only; the image sits below the fold and is cropped.
• Most buttons and links are smaller than the recommended tap size (39 of 54 on the homepage), including the menu button and submenu arrows.
• Product spec tables are cut off on phones (for example the Elasto-Q order codes), with no hint that they scroll. These are exactly the details a clinician or buyer is looking for.
• The ASX announcements page is cramped on mobile, with a large empty block under the list.
• The products page shows unlabelled tiles and placeholder logos instead of product names.

Google and SEO

The foundations are in place: titles and descriptions on key pages, a working sitemap, no broken links on the homepage. The problems are underneath.

• Around 800 thin pages. Most of the 811 posts are ASX announcements with 20 to 30 words each, some with descriptions that are just a file code. To Google, this makes the site look thin and low value.
• Thin product pages. Several products have only 100 to 300 words, which gives Google little to rank. One page (IZI) goes the other way, with over 900 images.
• Missing image descriptions. Most images have no alt text (45 of 48 on the About page), which hurts accessibility and image search.
• Technical errors: product pages have two main headings, the site tells Google it is American (en_US, not en_AU), several pages have no share image, a duplicate product page exists, and About and Contact are marked up as blog articles.
• Inconsistency: "BTC Health" and "BTC health" are used interchangeably, the footer says 2023 and the shareholder card still refers to 2022 changes.
• No Google Analytics tag on the homepage, so there may be no reliable view of who visits and what they do.

What needs to change

1. Rebuild for speed. A lean, modern build that loads its main content in under 2.5 seconds on a phone and passes Core Web Vitals.
2. Make every product page the best in the market. Proper galleries, specs that work on phones, downloads and a clear enquiry path, with every product rewritten to rank.
3. A first screen that sells BTC Health, with a cookie notice that respects the visitor instead of blocking them.
4. An investor centre an ASX-listed company deserves: all announcements searchable by year and type, reports and governance in one place, and a live share price.
5. A partnering story for overseas manufacturers, who choose a distributor partly on how they present.
6. SEO foundations done properly: structured data, Australian locale, image descriptions, clean headings, and the hundreds of thin announcement pages handled so they stop dragging the site down.
7. Measurement: analytics and search reporting from day one, so you can see the result.

Three directions for the new BTC Health

Each concept is a working website built from your real content: every product, with its photography and details, and every ASX announcement back to 2008, searchable. Try them on your phone. They are a starting point for the conversation, and the final site will be shaped with you.

On the same Google test, the concepts already score 66 to 82 for mobile speed (the current site scores 43), with zero layout shift and best practice scores of 100. That is before any production tuning.

Concept C

The body

BTC Health's range, explored through the human body. Scroll and the anatomy builds itself, system by system.

Open concept C →

Concept A

Clinical precision

Exacting and investor grade, with the products as the hero.

Open concept A →

Concept B

Human outcomes

Editorial and warm, led by the clinicians who use the products.

Open concept B →