Transforming the Digital Presence of a Niche Industry Participant Through Digital Experience Design

Client Overview

Waxit Inc. is a specialized provider of advanced histopathology and imaging services across Canada. With a commitment to excellence and innovation, Waxit caters to both clinical and research environments, delivering accurate, reliable pathology services.

Project Scope

The client engaged us to redesign and enhance their digital presence through a fully customized website. The objectives included:

• Showcasing complex imaging capabilities with high-resolution sample data.
• Improving client interaction through advanced chat and form features.​
• Optimizing digital visibility via a comprehensive SEO strategy.​

Key Challenges

1. Handling Ultra-High-Resolution Images
Waxit's imaging capabilities include samples that exceed 54,000 pixels in resolution and 1GB+ in size, posing unique challenges for web performance and user experience.​

2. Creating Intuitive Interactions
The client needed a seamless chat bot and advanced forms to streamline inquiries and improve user engagement.

3. Search Engine Visibility
Waxit aimed to establish a strong search presence in a highly specialized niche, targeting medical and scientific communities.​

Solutions & Implementation

1. Zoomify Integration for High-Resolution Samples

To ensure an optimal blend of performance and quality:

• We integrated Zoomify, a tool that fragments massive images into small, load-efficient tiles.
• A custom script was developed to
  • Serve images locally (no external hosting).
  • Balance loading speed with image clarity.
  • Enable deep zooming for precise visualization without lag.

Impact:
Users can now explore intricate imaging samples without performance drops, enhancing the perceived expertise and credibility of Waxit’s services.

2. Conversational Chat Bot Deployment

We embedded a dual-purpose chat solution:

• FAQ Mode: Handles recurring queries around services, lab procedures, and timelines.
• Live Agent Mode: Enables real-time interaction when complex or personalized queries arise.

Platform Features:

• Integrated with CRM workflows.
• Intuitive interface supporting both mobile and desktop.
• Adaptive logic to guide users toward the right information.

3. Custom Digital Forms for Compliance and UX

We developed an advanced digital form system to:

• Align with healthcare industry standards and privacy regulations.
• Guide users through step-by-step input validation.
• Simplify submission for service requests and lab analysis.

The result was a frictionless user experience, encouraging form completion and improving client onboarding.

4. Search Engine Optimization (SEO) Strategy

SEO was a strategic pillar of the project. Our efforts were focused on:

• Technical SEO: Indexability, mobile responsiveness, and page speed improvement
• On-Page Optimization: Keyword-rich content, structured data, and internal linking.
• Off-Page SEO: Backlink strategy and domain authority enhancement.

Top-Ranking Keywords (All on 1st Page):

• “Resin Histology in Canada” – 1st position
• “Imaging and Analysis in Canada” – 1st position
• “Special Stain in Canada” – Top 3
• “Plant Histology in Canada” – 1st position

These results indicate not only increased traffic but authority within a niche scientific domain, a key goal of the campaign.

Outcomes & Impacts

Enhanced User Experience
The integration of Zoomify and custom UI components significantly improved usability, allowing researchers and clients to interact seamlessly with complex visual data.

Streamlined Engagement
The chatbot and form solutions reduced friction in the client journey, leading to faster response times and improved inquiry quality.

Dominant Search Presence
Waxit now ranks on page one for every core keyword, ensuring visibility across its target audiences in academia, healthcare, and R&D.

Scalable Infrastructure
The custom backend and content structure allow for future expansion, multilingual support, and ongoing SEO campaigns.

Key Learnings

This project exemplifies the convergence of deep technical customization, UX-focused design, and data-driven SEO strategy. Waxit Inc.’s new website now stands as a benchmark in its domain, offering high performance, discoverability, and scientific credibility.

With continued monitoring, content refreshes, and technical tuning, Waxit is positioned for sustained digital growth and thought leadership in histopathology services.