Case study · web design
A medically led aesthetics clinic, where the person and the qualification are the product. The site had to feel personal without feeling amateur.
K-Clinic is run by Keri, a qualified nurse. In a market full of clinics that lead with equipment and offers, the credible thing to lead with was her, which is why the homepage introduces a person in the first person rather than a business in the third.
Aesthetics is a trust purchase before it is a beauty purchase. Medical training is the differentiator, so it appears above the fold rather than on an about page nobody reaches.
Real reviews sit high on the page because in this sector they do more convincing than any amount of copy. Below them the treatments are set out plainly, with the booking route repeated wherever someone is likely to have made up their mind.
The tone throughout is deliberately calm. Subtle, safe and personalised is what the clinic promises, and a page covered in urgency banners would contradict it before a word is read.
