Wellness Center Page Redesign
Overview
This UX/CRO initiative overhauled high-priority pages for a wellness provider to increase user engagement and streamline conversion paths. By pairing data-driven analytics, heatmaps, and competitive insights with strategic SEO copywriting and developer-vetted Figma designs, the project delivered an elevated visual identity, standardized global navigation, and intuitive CTA structures ready for seamless client implementation.
Role
CRO Analyst, UX Designer
Tools
Google Analytics, Crazy Egg Heatmap & Session Recordings, Figma
The Process
Research
The client, a health and wellness provider offering breathwork, acupuncture, and meditation, sought a website facelift for their homepage and main service listing page to replace heavy text with improved branding, quality imagery, and clear calls to action. In collaboration with our SEO team, I conducted a CRO/UX audit analyzing Google Analytics metrics, session recordings, heatmaps, and competitive trends while performing a heuristic walkthrough focused on emotional messaging. Combining these insights with the SEO team's keyword and hierarchy recommendations, I delivered a structured presentation and UX recommendation database to the client.
Design
Using the client’s brand color scheme, I established a standardized call-to-action hierarchy, restructured page layouts, and integrated keyword-rich, emotionally resonant headers to guide user intent. To build trust and authority, I upgraded and standardized the visual system with elevated imagery and clean iconography. Site-wide updates were applied to the header, footer, and mobile navigation to streamline user journeys across devices, alongside a standalone global newsletter sign-up block. Before client delivery, I vetted all designs with our in-house developer to ensure complete technical feasibility within WordPress constraints.
Feedback & Handoff
The proposed Figma designs were presented to the client and their in-house development team, receiving immediate approval with minimal revision requests. To ensure a smooth transition, I facilitated a joint technical sync alongside our internal developer and the client’s engineering team to answer functional questions within the design files. This proactive handoff allowed their developers to swiftly begin building the updated pages in-house.
Homepage
Before & After
Navigation & Mobile Menu Changes
Streamlined header CTAs to prioritize a single "Schedule Your Intake" button alongside a new "Client Login" link. Upgraded dropdown navigation layouts and integrated a mobile hamburger menu to improve site-wide navigation and mobile engagement.
Hero & Top Fold Optimizations
Added a video overlay for improved text legibility and accessibility, paired with an intent-driven, keyword-focused headline. Reduced top-fold copy, added dual CTAs with full-width mobile formatting, and introduced interactive hover effects across links.
Showcase Social Proof & Establish Authority
Positioned PR logos directly below the second fold (with mobile auto-scroll) to establish immediate credibility. Upgraded the testimonial section into a multi-review carousel featuring section labels, manual/auto-rotation controls, and high-priority placement.
Alternate Service Listings Design
Enhanced service displays using high-quality location/people imagery, a scrollable desktop carousel with hover descriptions, explicit section labels (e.g., "Our Services," "Additional Services"), and benefit-driven headlines with direct CTAs.
Adjustments to Content Hierarchy & Messaging
Reorganized dense body copy under emotional, benefit-led headers (e.g., "Our Philosophy"). Introduced a dedicated team section featuring brief profile cards and lightbox bio popups to highlight practitioner expertise and reduce user friction.
Blog & Newsletter Redesign
Redesigned the blog section with arch-framed visuals, a manual carousel layout, and expandable "read more" excerpts. Separated the newsletter signup into a high-visibility, standalone section with clear privacy messaging ("unsubscribe anytime").
Standardize Global Footer
Created a unified footer design featuring the brand logo, full contact and location details, streamlined social links, and structured navigation links to drive deeper page engagement.
Before & After
Service Listing Page
Top Fold Optimization
Expanded therapy imagery to full-width/length across desktop and mobile, introduced a benefit-driven headline, integrated social proof via an embedded testimonial, and added dual CTAs ("Schedule Your Intake Call" and an anchor link "Browse All Sessions").
Prioritize Offerings in Second Fold
Elevated key services into an interactive section using a scroll bar for engagement, relevant photography, emotional headlines, and desktop hover-state details (static on mobile).
Showcase Benefits & Include CTAs
Highlighted core advantages like treatment diversity and convenience, pairing messaging with persistent primary/secondary CTAs throughout the scroll journey.
Include Confidence-Building Content
Added relevant team profiles under an empathetic, benefit-led section header to build practitioner authority and establish early client trust.
'Additional Services' Redesign
Replaced static listings with tabbed, icon-driven content cards revealing detailed service info on click, converted into a clean accordion dropdown on mobile.
Inclusion of Map/Location Features
Introduced a dedicated location section with an interactive map, boosting local SEO and providing a physical touchpoint for in-person clients.
Include Global Newsletter Sign-Up
Positioned a standardized email subscription block directly above the footer to build a returning user base across the site.
