Case study · 07 · Clinic marketing site
Considered, never excessive — advanced aesthetics for someone who has not decided yet.
Start something like thisThe short version
A clinic site built for the person who is nervous about walking in.
The problem
Aesthetics is a trust purchase made by someone quietly worried. Most clinic sites answer none of the worry.
What I built
An editorial site that answers first: named practitioners, durations on every treatment, honest results and nine FAQs.
Why it works
Every call to action asks for a conversation, never a card. It is the only thing a clinic can honestly sell online.
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Treatments, each with a duration
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Stages, consultation to aftercare
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Questions answered before anyone asks
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Practitioners named, with qualifications
Aurelle is the third answer to the brief that produced Vanta and Lumière, and the only one aimed squarely at the visitor who has not decided yet. Fourteen sections move from a hero through a five-point position, a fifteen-treatment edit with a duration on every entry, a before-and-after documented in consistent light, a four-stage account of what an appointment is actually like, three named practitioners with their qualifications, and nine questions answered before anyone has to ask them.
A self-initiated concept build. The clinic, its practitioners and every photograph are fictional — the contact details use reserved example addresses — and the before-and-after comparisons carry a visible individual-results notice.
The challenge
Aesthetics is a trust purchase made by someone who is quietly worried — about looking overdone, about being upsold, about who is actually holding the needle. Most clinic sites answer none of that. They show a price list, a stock smile and a booking button, which is a sales page for a decision nobody makes from a sales page.
Vanta answered this brief by withholding and Lumière by warming up. The third answer was the one neither of them took: build the whole page around the worry. Not reassurance in a paragraph somewhere, but every section doing a job the nervous visitor actually needs done.
The approach
The palette is ivory, sand and espresso with no accent colour at all. A high-contrast display serif and its italic carry every piece of emphasis, and four of the fourteen sections invert to espresso — that tonal shift is the only other emphasis device the layout has. It is the hardest of the three sites to make work and the quietest when it does.
What is unusual is how much of the page is load-bearing. The treatment edit attaches an approximate duration to all fifteen treatments. The practitioners are named with their qualifications. The comparisons say they were shot in consistent light and carry an individual-results notice. Nine FAQs answer the questions a clinic normally waits for a phone call to answer. None of it is decoration; all of it exists to make the enquiry easier to send.
What's inside
Ivory, sand and espresso, with no accent colour anywhere — the display serif and its italic do all the emphasis the page needs.
01 · The opening
Your most radiant self, set in a display serif beside an arched portrait, with one line of support copy under it. Nothing on the first screen names a treatment or a price.
02 · The position
The first section to invert to espresso is a five-point manifesto — personalized, precision, natural, considered, human — with the heading pinned on the left while the points scroll past it.
03 · The treatment edit
Four categories as pill tabs, each opening a panel of treatments as a disclosure list. Expanding a row reveals its description, an approximate duration and a prompt to discuss it — and swaps the photograph alongside.
04 · The results
One compare frame rather than a wall of pairs, with the method stated beside it: each case documented honestly, in consistent light. The individual-results notice sits with the images instead of in a footer.
05 · The experience
Consultation, personalization, treatment, aftercare — carried sideways through a pinned frame as you scroll down the page. It answers the question a first-timer will not ask out loud, which is what the appointment is going to be like.
06 · The enquiry
Name, email and an interest are the only fields anyone must fill. Phone, contact method, date, time and message are all the visitor's to skip, and the interest list is the same fifteen treatments the edit offers.
In motion
The full tour is playing at the top of the page; these are the parts worth slowing down for. They play on their own, one after another, or pick one from the list.
Walkthroughs01 / 02
Gallery
Click any screen to see it full size, then use the arrow keys to move through the set.
Mobile
A clinic enquiry usually starts on a phone, in private, late. The page rebuilds to one column with the consultation button pinned to the bottom of the screen the whole way down.
How it fits together
Why a page this long reads as careful rather than exhausting.
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Vanta spends gold four times; Lumière has one green panel. Aurelle has neither. The display serif and its italic carry every piece of emphasis, and the four inverted sections do the rest. Take the accent away and the typography has to be right, which is the point.
02
Fifteen treatments, fifteen approximate durations. It costs a line each and it answers the question sitting behind a lot of hesitation — how much of my day is this — without anyone having to ask it.
03
The enquiry form's interest list is the same fifteen treatments as the edit, plus an explicit not-sure-yet. Nobody has to translate between what they read and what they pick, and there is no second list to fall out of date.
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Three practitioners with their roles and qualifications, rather than a stock line about our team. For a trust purchase this is the highest-value section on the page, which is why it gets real portraits and real space.
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Every one of them is a question a clinic actually fields by phone — what happens on a first visit, how to prepare, whether treatments combine. Answering them on the page costs a scroll and saves the visitor the call they were never going to make.
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The comparisons state they were documented in consistent light, and the individual-results notice sits next to the picture rather than in the footer. A clinic site that implies results it cannot evidence is a liability, and saying so plainly costs nothing.
Keep exploring
A few more things I've built and shipped, picked at random each visit.
