Plastic Surgery Site Needs Bold, Modern Design

Metropolitan Plastic Surgery

Metropolitan Plastic Surgery is a leading cosmetic surgery practice in the Washington DC metropolitan area. Our center is focused on providing exceptional results that blend art and highly skilled surgical procedures to produce balance and aesthetic harmony.

Like many other businesses, the center took some hits during the economic downturn. Although business is still good, it's not as strong as it used to be and we're ready to take the necessary steps to increase awareness of our center in the Washington metro area.

One of the ways we intend to increase our exposure is through a new web design. The practice is looking to increase its online presence with a series of informative blog posts and video content to provide prospective patients with great content.

We'd like to focus our new site on converting website visitors into prospects by leading them to make an appointment. The current site does not do a good job of this.

The target audience is primarily female professionals between the ages of 24 and 55. About 20% of the audience is male.

The goals for this design are as follows:

* The aesthetic is to be bold, clean and modern
* Navigation should be very simple and easy to use
* The design should include placeholders for embedded video
* Primary goal: use of contrast, color and size to continually, but elegantly lead the site visitor to contact the center to make an appointment for a free consultation
* Secondary goal: guide the site visitor to join our email list
* Provide a placeholder for before-after photos since that's an important part of any plastic surgery site

2

This calls for two page designs:

PAGE 1: the homepage and interior pages
* Should include design elements such as buttons to lead the visitor to "contact us"
* Should include a form asking for First name, phone and email to make an appointment for a free consultation
* The text background color should be white
* Should not be cluttered, but instead focus on three primary procedures: tummy tucks, breast augmentation and liposuction

PAGE 2: the blog page
* Should be a two column design
* The text background color should be white

http://www.drmarefat.com

The current site is too information dense, the navigation is too complex and the design doesn't clearly lead the visitor to contact us or make an appointment.

The current design doesn't accommodate embedded video placeholders and it doesn't focus on the top three procedures. Instead, it offers a supermaket style approach that doesn't help the visitor focus.

Sites that do a good job of leading the visitor to make an appointment or focus their attention and use clear navigation:
http://www.virginiaplasticsurgery.com/
http://www.hubspot.com/

Example of a good two column blog design:
http://blog.hubspot.com/