Website Redesign • Brand Refresh • Healthcare • Patient UX
The Florida Academy of Cosmetic Dentistry operates in one of the most competitive markets in healthcare web design. Their previous site wasn't converting at the level their reputation deserved and it wasn't hitting their actual goal. We needed to refresh their brand and strategize their website build with the goal of converting more dental professionals into members or attendees of their annual session.
Their previous site wasn't organized in a way that helped them achieve their actual goal in this market. While they offered resources to users looking for dental professionals, their target audience wasn't patients; it was dental professionals. Immediately, their home page was splitting the attention of users down one of two paths (patient or pro) without a clear call to action or value proposition. The client needed to keep their existing logo while refreshing their brand and retargeting the correct audience.
The big UX issue with the previous site, was in the split between patients and pros. By not establishing a clear call-to-action to convert the true audience, they were creating a situation where the audience didn't feel like this was the right spot for them. By taking away that split path upon landing, we were able to really focus on the correct user and get rid of that decision paralysis the split flow was giving them. For this design I focused on:
The previous site didn't have a clear identity. It felt generic and was difficult to navigate. The copy was outdated and it lacked the ability to grab attention and convert. I adjusted the color palette to ensure ADA compliance and verified using WebAIM's color contrast checker. I then created a handful of graphics that added life back into the website, making it fun and inviting for prospective members. Their biggest draw was their Annual Session; in order to get more professionals to sign up, I made sure the site gave the same energy one could expect at the session.
Knowing our target audience as dental professionals, and the secondary audience as patients, I restructured the website to focus on the conversion we wanted: professionals signing up to be a member.
The membership and the annual session are meant to be engaging, fun, and a great way for dental professionals to connect with one-another. The brand needed to reflect this. The old brand had a lot of greys, no iconography or illustrations, nothing to make it memorable or engaging.
Because our audience wasn't patients, we didn't need to worry about a "clean" healthcare look. I was given more freedom to create graphics that felt unique to this brand and a color palette that wasn't boring.
This put life back into the site. Next, I tackled the user-flow and made sure users had all the information they needed to drive them to become a member of this great dental community.
The result? An ADA Compliant site with life, fun, and professionalism that lead to higher conversion for their memberships and their annual session.
The Florida Academy of Cosmetic Dentistry launched with a clear value proposition that leaned heavier on converting dental professionals, followed by a user-journey that helped guide them to convert. The brand refresh also positioned them as the credible, outcomes-focused collective their reputation reflected. They saw an increase in attendees to their annual session the year of 2025 (after launch).
