I organized the site around what patients want instead of what treatments are called. The homepage asks visitors to finish the sentence "I need help with..." and offers answers like moving without pain, losing weight, or feeling like myself again. Each one leads straight to the right service. A second guide suggests treatments by decade, from your 20s through 50 and beyond, so visitors can see what fits their stage of life.
To help people feel understood before they're sold anything, a "Sound familiar?" section puts life before and after Proper Balance side by side, using the frustrations patients actually describe. A four-step process shows exactly what the first visit looks like, starting with Dr. Knox's 45-minute consultation and on-site imaging.
For the less familiar treatments, I designed and coded custom interactive features inside Showit. A body map shows which joints regenerative injections can treat. A comparison table explains how PRF differs from PRP. A red light therapy builder lets visitors explore treatment plans, and the results page can be filtered by treatment type.
The brand refresh ties it all together. Warm porcelain and linen tones, deep espresso accents, antique brass details, and elegant serif headlines make the clinic feel boutique and calm while staying grounded in medicine. Every call to action points to one simple next step, a call or text to the office.
Proper Balance had outgrown its own website. Dr. Knox now offered five very different services, and each one attracts a different person. Someone with knee pain, someone who wants to lose weight, and someone curious about under-eye rejuvenation all needed to land on the same homepage and feel like it was built for them. The risk was looking like a chiropractor with a few extras instead of a complete wellness center.
Many of the treatments were also unfamiliar. PRF injections, peptide therapy, and red light body contouring don't explain themselves, and people are cautious about anything involving needles or their appearance.
On top of that, the clinic only books by phone call or text. With no online scheduling, the site had to make people confident enough to pick up the phone.