01 - The brief
The old site was a brochure with no way to actually book — anyone interested had to call or email and wait. The brief was to move to an integrated booking platform, build in the trust signals a health decision needs before someone commits, and make the whole thing easy for the clinic team to manage themselves — adding practitioners, services, and prices without needing a developer each time.
02 - The first impression
The hero pairs "Book an Appointment" with "Browse Treatments" as two equally weighted CTAs rather than pushing booking as an afterthought — a deliberate bet that some visitors already know they want in, and shouldn't have to read the whole site first to do it.
The hero pairs "Book an Appointment" with "Browse Treatments" as two equally weighted CTAs rather than pushing booking as an afterthought — for a service business, that's a deliberate bet that some visitors already know they want in, and shouldn't have to read the whole site first to do it.
03 - Brand + Tone
Copy leans on words like "balance" and "wellbeing" rather than symptom-and-fix language, positioning the clinic alongside wellness rather than purely medical treatment, which matters for how it competes and prices against both GPs and spas.
04 - Structure + Flow
Separating "Book an Appointment" from "Browse Treatments" acknowledges that visitors arrive in genuinely different states: some already committed, some still deciding what they even need, and the structure serves both without forcing one path.
05 - The details
The full treatment list sits directly in the primary nav rather than behind a single "Treatments" landing page, so someone who already knows they want, say, cupping doesn't have to land on a hub page first and hunt for it — cuts a full click out of the path for anyone arriving with intent already formed.
06 - The build
Practitioners, treatments, and pricing are all CMS-driven rather than hard-coded, so the team can add a new team member or adjust a price without touching the live site's code. Booking itself runs through Cliniko, the clinic's practice management software, linked directly from every major CTA rather than routed through a generic enquiry form.
07 - Memberships
Treatment pages pair detailed, educational content with an integrated booking panel, allowing users to learn and act in the same moment. The split layout supports longer-form reading while keeping the path to booking clear and immediate.
07 - The result
Jade Pathway now has a site the team can genuinely manage and feel proud of — team members, treatments, and prices updated in-house without waiting on a developer. Booking has gone from a scattered, multi-step process to a single clear flow, reducing drop-off and turning more visitors into booked appointments, faster.
_0000_Layer-4.png)
_0001_Layer-3.png)
_0002_Layer-2.png)
_0003_Layer-1.png)
