Website Redesign for Dr. Will Cole
Akinlabi Obafunsho Samuel
PROJECT DESCRIPTION
Dr. Will Cole is a functional medicine practitioner specializing in helping clients worldwide uncover underlying causes of chronic illness, he focuses on things like thyroid dysfunction, hormonal imbalances, autoimmune disorders, gut health, and metabolic issues.
His mission is to deliver a personalized, data-driven healthcare experience via telehealth: not just symptom treatment, but diagnostics, tailored plans, and long-term wellness optimization.
The website needed to reflect that credibility, deliver clarity on services, convert users to patients and buyers of courses / supplements / telehealth, while also offering free resources (quizzes, podcasts, blog) to build trust.
CHALLENGES
Complex Offering Mix
Dr. Cole’s site includes diagnostics, telehealth consultations, video courses, supplements & shop, quizzes, podcasts, blog content. Presenting all these clearly without overwhelming visitors was a major UX challenge.
High Trust & Credibility Barrier
Health & medicine spaces require strong credibility. Visitors need reassurance that they’re in capable hands, especially if they are paying for remote consultations. The site needed to communicate credentials, certifications, and show evidence of value before purchase/booking.
Conversion Funnels
Many visitors come in for free content (quizzes, blog, podcasts) and may not convert immediately. Funnels had to guide them gently from discovery → interest → consultation / purchase.
Global, Remote Audience
Because Dr. Cole consults globally via webcam, the site had to serve different geographies, time zones, and user needs, and make booking and access frictionless.
SOLUTIONS PROVIDED
Clear Architecture & Navigation
I organized site navigation into clear top-level categories: Functional Medicine, Blog, Podcast, Become a Patient, Shop, Quizzes. This allows users to immediately find what they need.
On the homepage, I placed quizzes and free guides as entry points (“Metabolic Flexibility Quiz”, “Leaky Gut Quiz,” etc.), driving engagement before conversion.
Patient Journey Mapping
Designed a funnel: users land → they can take quizzes / read content → are gently led to Become a Patient / booking. This creates trust before asking for commitment.
On Why Work With Us page, built messaging around partnership, personalized care, transparency, and process to overcome hesitancy.
Trust & Authority Enhancements
Featured Dr. Cole’s credentials (IFMCP, DNM, DC, bestselling author, podcast host) prominently.
Included “Why Work With Us” section explaining how functional medicine differs from conventional care and his personalized approach.
Added patient testimonials and user stories (“I felt heard,” etc.) on homepage to build social proof and credibility.
Conversion Elements
Prominent CTAs like Become a Patient, Telehealth Consult, Shop Supplements, Get Access to Courses.
Funnels from quizzes → content → paid offerings, maximizing user engagement and conversion.
Product & Course Integration
Integrated Shop section for supplements and Functional Medicine Video Courses, making them part of the user flow so users can purchase or enroll when ready.
I structured the Shop so that even if a user isn’t ready to book a consultation, they can engage via free or paid content.
Responsive & Global UX
Ensured the site works well for global users (timely CTAs, clarity around telehealth offerings, scheduling).
Streamlined appointment booking steps so the process is smooth regardless of location.
RESULTS & IMPACT
Increased Engagement: Users who land on quizzes or blog content spend more time onsite, exploring resources before booking.
Higher Conversion Rates: Conversion from content → Become a Patient improved, as users engage with trust-building content before booking.
Stronger Brand Positioning: The site now clearly communicates Dr. Cole’s authority, mission, and differentiators, making it more likely visitors convert to patients or customers.
Revenue Channels Diversified: Not only telehealth consultations, but also revenue from supplements, books, courses.
Better User Experience: Visitors report that the site is easier to navigate, they understand what Dr. Cole offers, and can find what they need quickly.
CONCLUSION
By restructuring Dr. Will Cole’s site with thoughtful UX, clear navigation, and strong conversion pathways, I helped present his practice online in a way that builds trust, engages users, and drives conversion. The outcome is a comprehensive functional medicine hub , not just a website, but a user journey that supports health seekers from discovery through to consultation, purchase, and long-term engagement.
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Posted Oct 15, 2025
Redesigned Dr. Will Cole's website to enhance UX, build trust, and increase conversions.
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