Spa Medical Homepage Redesign

Goal: Redesign Spa Medical’s homepage to elevate its visual identity, strengthen patient trust, and drive more consultation bookings across its three Georgia locations.

Spa Medical, a leading medspa in Middle Georgia, approached me to modernize their homepage with a design that reflects 21 years of trusted expertise, warmth, and community connection. Their existing website was informative but visually dated and lacked a clear conversion strategy.

The objective was to create a homepage that feels elevated yet approachable, combining the refined professionalism of a medical practice with the inviting tone of a beauty brand. The new design needed to align with their StoryBrand messaging, positioning the patient as the hero and Spa Medical as the trusted guide, while emphasizing their longevity, credentials, and local roots.

Refresh the homepage to match Spa Medical’s reputation for expertise and natural results.

Increase consultation conversions through clear, repeated CTAs.

Highlight trust markers like awards, credentials, and the 21-year legacy.

Visually connect conditions (problems) with treatments (solutions) for user clarity and SEO value.

Showcase Spa Medical’s three locations as a defining brand feature.

Balance SEO-optimized copy with clean, visual storytelling.

1. Strategy & Positioning

I built the homepage strategy around the StoryBrand framework, focusing on the patient journey:

Character: Someone seeking confidence and natural enhancement.

Problem: Overwhelm from too many treatment options or uncertainty about trust.

Guide: Spa Medical’s experienced, nationally recognized team.

Plan: Book a consultation → Meet your provider → Experience results that feel natural.

Success: Confidence restored, beauty refined.

This guided every design and copy decision, ensuring a clear emotional narrative throughout the homepage.

2. Homepage Flow & UX Structure

Each section of the homepage was carefully designed for clarity, warmth, and conversion:

The design blends modern minimalism with Southern warmth:

Color Palette: Muted neutrals with warm gold and soft blush undertones — professional yet inviting.

Typography: Elegant sans-serif headers paired with light serif subheads for refinement.

Imagery: Editorial-style photography of real women, reflecting confidence and authenticity.

Layout: Clean grid system with generous white space and mobile-first responsiveness.

Interactive Details: Subtle hover states on service cards, animated location transitions, and sticky CTAs for continuous engagement.

Established a refreshed, trustworthy online presence that mirrors Spa Medical’s 21-year reputation.

Streamlined content flow that naturally connects patient needs with solutions.

Introduced a strong, emotionally resonant CTA strategy that increased consultation inquiries.

Balanced storytelling, SEO, and conversion seamlessly — positioning Spa Medical as both credible and compassionate.

Tools: Figma, Illustrator, Photoshop, Google Sheets (sitemap collaboration)

Deliverables: Homepage wireframe, final high-fidelity design, interactive location feature, and content hierarchy framework

Timeline: 2–3 weeks from strategy to design completion

This redesign focused on more than aesthetics — it was about translating trust, experience, and care into design. The result is a homepage that embodies Spa Medical’s guiding values: natural beauty, patient relationships, and lasting confidence.