Web design case study · Spec project
Independent pelvic floor practices are often run by one or two highly skilled clinicians with no time (or budget) left over for their website. Here's a representative redesign showing how much a first impression changes when the visuals catch up to the expertise.
This is an unsolicited spec project, not client work. The "before" reflects common issues I see in small practice websites built on page builders like Wix — created to demonstrate my approach to visual and written clarity for women's health professionals.
Most independent practices like this are excellent clinically and self-built (or DIY-template-built) online. A few patterns show up again and again.
Mismatched fonts, bright clashing colors, and stretched clip-art make a highly credentialed practice look amateur before a word is even read.
Everything is bolded, boxed, or banner'd at once, so nothing actually stands out and the eye doesn't know where to land.
Sterile anatomy diagrams and stock photos read cold, when the actual experience of care is warm and personal.
Booking info gets lost in a cluttered sidebar instead of leading the page.
Same practice, same expertise — just visually organized so a new patient trusts what they're looking at in the first three seconds.
The original leans on primary colors and clashing gradients that fight for attention. A muted, warm palette signals calm before anyone reads a word — which matters more here than almost any other specialty.
Consistent type (one serif for warmth, one clean sans for clarity) reads as credible. Mixed decorative fonts and all-caps banners read as unprofessional, even when the clinical care behind them is excellent.
Sterile anatomy graphics and generic stock photography make an intimate, personal service feel clinical and impersonal. Warm color and honest copy do more to build trust than another pelvis diagram.
The original scatters "Click Here," a patient portal link, and a 12-page PDF across a cluttered sidebar. The redesign gives a new patient exactly one clear next step, in the same place, every time.
Most small practices like this are already on Wix, and there's no need to talk them into a full platform migration. This redesign is scoped to be rebuilt directly inside their existing Wix backend — new sections, custom CSS, and cleaned-up structure — so it's a realistic project, not a fantasy rebuild from scratch.