How a Medical Website Evolved from Outdated Showcase to a Conversion-Driven Trust Tool
My role: Lead Designer, responsible for strategy and visual direction
Team: Myself and the business owners, with direct decision-making and no middlemen
Duration: 2 intense months of immersion
Deliverables: full flow mapping, user journey focused on physicians, qualitative research with three professionals, new website built in Framer, and a style guide aligned to the brand
When I joined, the accounting firm’s website was a digital fossil, hosted on a 1999-era server, running an outdated version of WordPress.
Clients, doctors used to the efficiency of their own practices, were getting lost in irrelevant pages and dropping off before even finding a phone number.
The business, proud of relying solely on referrals, was watching its digital potential vanish into silence.
The spark came during a casual coffee with one of the partners: “There’s no point in changing the visuals if nobody identifies with the problem your solution solves. A picture of a smiling family means nothing if the message doesn’t land.”
Sitting side by side, we realized doctors were looking for transparency on fees and quick but specialized service, info that wasn’t even on the homepage.
The urgency shifted from “let’s look modern” to “let’s be valuable to appeal for our best clients".
Instead of jumping straight into screens, I led a mini-discovery phase.
I interviewed three different doctors. I noted every confusion and every technical term they didn’t understand.
Our core hypothesis: doctors value security and expertise more than pricing. But pricing is important.
Switching from the obsolete platform to Framer wasn’t vanity. We gained speed and scalability, giving the company a future-ready base for new digital initiatives.
Another doctor complained that “accountants just hand out receipts.” A pediatrician said she felt lost in generic service menus. The cardiologist said he’d “gladly pay more if the firm actually solved his problems with quality.”
The firm’s biggest differentiator was its service: fast, specialized, and tailored for professionals (especially physicians).
Each quote became insight. I turned these into key HMWs: “How might we highlight Liberal’s expertise within the user experience?” and “How might we communicate medical focus before ever mentioning pricing?”
These questions shaped everything: copy choices, button hierarchy, and navigation guides.
The partners wanted to scale their referrals, but the true metric was the contact button.
I reframed the site’s purpose: it needed to generate leads, not just present services.
We created a digital shortcut to sell what they were already selling in person. Also showing their expertise and method as a selling argument.
And it didn’t require extra marketing because we could amplify word of mouth with more clarity.
I didn’t have direct access to analytics, but the partners immediately reported a rise in form submissions.
More than that, they began sharing how new leads came through the website.
Internally, the style guide: sober color palette, clean typography, and precise icons became the standard for client proposals and internal presentations.
The outdated hosting setup was also addressed, but the move to Framer gave the site a strong foundation: flexible, scalable, and fully aligned with the brand’s service quality.
Redesign only matters if it amplifies the voice of the user. Tech is just the tool, empathy is the engine. Specially in the AI era.
If I did it again, I’d integrate live usability testing with doctors during office hours and build the visual revamp around clear, even if basic, metrics.
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