UHRS

01. 2018: Where PERETZ Began

UHRS was one of the first websites we ever built. The agency was being put together at the same time: hiring, an office, the first clients. After UHRS came the clinic's website, international events, an online store, books, an identity and architecture. That story, with the coffee and the evenings at the construction site, is told in The Story Behind Hair.

The 2018 site did its job for years. It spoke three languages, carried congresses, schools, grants and awards, and moved between pages with the animation that was the fashion of its time. But a website ages faster than the organisation behind it. For a long time we did not support it: the site lived on its own, plugins changed, Google closed its old analytics. In the end neither we nor Yulia Ovcharenko could stand it any longer, and now we support the site again. Who gave in first is still a friendly argument: we say that if not for her, we would have started it ourselves, and she says that if not for us, she would already have done it herself.

02. First We Watched

Before drawing anything, we watched how people used the site. They looked for the menu hidden behind a side ME-NU button. They waited for an animated drop-down to finish before they could choose a section. They read long text stretched across the page on a lilac background.

Then we went through every page and wrote down what we found:

• a lilac background on every page and a heavy first screen with arrows and old pagination;
• buttons that flooded pink on hover, justified text with holes between the words;
• a Google map that did not load on Contacts;
• award, grant and review pages that opened empty, although they were listed in the sitemap;
• calendar links that led nowhere after a language switch;
• partners who no longer worked with the society and an old secretary in the contacts;
• analytics still on Universal Analytics, which Google closed in 2023, and no Search Console;
• a robots.txt that closed the English version, the videos and the reviews to search engines.

03. Keep the Structure, Change the Way In

The easy answer would have been a new site. We chose the harder one. The sections, the page addresses and years of content stayed exactly where members and search engines know them. Through that same structure we showed that the society lives today.

The important sections, the things people actually use and the key elements moved into a classic header: About, Events, Projects, Membership, Find a specialist, News, search, languages, the personal account and a Become a member button. Panels open at once on hover, and nothing makes you wait. On phones the menu is a full-screen drawer. A thin black line above the header leads to the new directory.

04. One Look for Every Page

A light, calm style with large type and fine lines, one look on every page and a phone version thought through on its own: breadcrumbs, headings with a short wine rule, buttons that fill like the header's Become a member. The home page opens with a quiet video in Ukrainian under a see-through header, with a slim pagination instead of the old arrows, and then tells, in order, who the society is, four reasons to join, its projects, its board, the news and the words of colleagues from abroad.

05. Find a Specialist

The biggest new part is a mini-portal: a directory of UHRS members. It works for both sides. A patient can check a doctor's qualification and look for a specialist by country, city, specialty, area of work, language or distance, and see who consults online. A doctor gets one more way for patients to find them and an extra confirmation that they are a real specialist with a real education, not just someone with a certificate.

Only members of the society are listed, and listing is free. The secretariat checks every application before a profile appears, and the form takes five to seven minutes. The directory has just opened and is taking its first applications.

08. Under the Hood

The new look went live in November 2026, and every address and all the content stayed in place. The site moved from WordPress 5.2 to 6.9.4 with its three languages; the move to 7.1 is still ahead. The newsletter form, which had stopped loading after a plugin update, works again and kept its subscribers.

Every page has its own title and description. robots.txt no longer hides the English version, the videos and the reviews, the sitemap is complete, llms.txt tells AI search what the society is, and GA4 and Search Console replaced the dead analytics.

09. Only the Beginning

Before, it was a 2018 brochure site with broken pages and outdated data. Now it is a working resource of the society in three languages, with the same sections and the same addresses. Doctors get membership, education, the glossary and events; patients get a directory of verified specialists that is filling up now; the site is open to search and counts its visits.

And we have only started. We see a great deal of potential for further rework: the directory will fill with members, older pages and archives still wait for their own texts in every language, and new sections can now be added without breaking what people already know.

UHRS announced the renewed partnership on its own site: UHRS and PERETZ Renew Their Strategic Partnership. Yulia Ovcharenko: “Our team has been going through this transformation for many years together with the Peretz.Agency team, who have long been more than partners to us. Peretz.Agency is responsible for our digital transformation, from the identity to the website.”