Background

Burbank Plastic Surgery aimed to modernize its outdated website, which lacked structure, visual appeal, and clear conversion paths. The previous website had several key issues that affected usability and conversions:

• Outdated design: Looked old and didn’t reflect the clinic’s premium brand.
• Poor conversion flow: CTAs were unclear, and contact forms were hard to find.
• Mobile issues: Site was not responsive, leading to a high bounce rate on phones.
• Limited content: Few educational resources or blog posts to guide users.
• Weak social proof: Testimonials, before-and-after galleries, and credentials were not prominent.
• Confusing navigation: Important pages were hard to locate, frustrating users.

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‍Research & Insights

Through user research and competitor analysis, I identified three key audience groups, each with unique motivations and concerns:

• Ages 20–30: Focused on cosmetic enhancements and visible transformations.
• Ages 30–50: Interested in post-pregnancy recovery and natural rejuvenation.
• 50+: Seeking advanced procedures to restore youthful appearance.

Data analysis revealed issues with mobile usability, visual hierarchy, and lack of conversion triggers.

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Objectives

• Improve conversion rate and reduce bounce rate.
• Differentiate from competitors with a modern, premium design.
• Add social proof through testimonials and before/after galleries.
• Strengthen credibility and align visuals with the clinic’s new branding.

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Approach

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I developed a clear information architecture and cohesive visual identity centered on trust and elegance.

• Designed a clean, mobile-responsive layout with clear navigation and CTAs.
• Integrated before-and-after galleries and testimonials to build authenticity.
• Added educational content and procedure pages for SEO and patient awareness.
• Created a custom icon system to maintain visual consistency across all sections.
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Key Achievements

• +70% increase in appointment requests within three months post-launch.
• Bounce rate reduced by 45%, improving content discoverability.
• User engagement up 60%, driven by improved storytelling and visuals.
• Built a scalable design system supporting future marketing campaigns.

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2. Clean and Professional Design: Opt for a clean and professional design that reflects the professionalism and trustworthiness of the practice. I used ample white space, a well-organized layout, and a consistent color palette to create a visually appealing and easy-to-navigate website.

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3. Clear Navigation: I implemented a clear and intuitive navigation menu that allows visitors to easily find the information they are looking for. Use descriptive labels and keep the navigation structure simple and logical. Client decided not to use menu button for simplicity. (Version 2). I placed the contact information, including phone number, email address, and a contact form, in a prominent location on every page. Make it easy for potential patients to reach out and schedule appointments.

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Before and After Galleries: I create dedicated sections or pages to showcase before and after photos of your patients. Highlight the transformative results and provide descriptions or case summaries to give visitors a sense of the procedures and outcomes.

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‍Service Descriptions: Client provided detailed information about the various plastic surgery services offered by the practice, clearly described each procedure, including the benefits, process, recovery time, and potential risks. I used high-quality images or illustrations to support the descriptions.

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Testimonials and Reviews: I displayed patient testimonials and reviews prominently on the website to build trust and credibility.

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Educational Content: It's important to offer educational content to inform visitors about different procedures, recovery tips, and other relevant topics. I create a blog section where the client can regularly publish articles or videos that address common questions, debunk myths, and provide valuable insights into the world of plastic surgery.

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