Context

Ella Clinics previously relied on a basic one-page website that lacked structure, responsiveness, and clarity. The site was difficult to navigate, poorly optimized for search, and did not clearly communicate treatments, pricing, or clinic locations. This created friction for new patients and limited the clinic’s ability to grow online.

The project focused on rebuilding the website around trust, education, and bookings, while creating a scalable foundation that could support ongoing growth and content updates.

Goal

The goal was to redesign the website into a clear, conversion-focused platform that makes it easy for clients to explore treatments, understand pricing, and book appointments with confidence, while reinforcing trust through real imagery and transparent information.

Key goals:

• Increase online bookings through clear UX and calls to action

• Build trust with real imagery, transparent pricing, and clear treatment explanations

• Improve discoverability and long-term growth through better structure and SEO

Audience

• New clients researching treatments

• Returning clients booking follow-up appointments

• Clients of all skin types, with a strong emphasis on dark skin expertise

My role

I led the project end-to-end, handling UX/UI design, Webflow development, and CMS setup in close collaboration with the clinic manager.

My responsibilities included:

• UX and UI design across all pages

• Webflow development and CMS architecture

• Structuring treatments, pricing, and team content

• Performance optimization and image handling

• Ongoing maintenance through a long-term retainer

Product overview

The website was structured around the clinic’s core services, making it easy for patients to explore treatments, understand outcomes, and take action.

Core pages include:

• Treatment overview and individual treatment pages

• Pricing with clear categorization

• Location page with address and contact details

• Booking flow integrated via Salonized

• About and contact pages for credibility and transparency

Treatments were grouped logically to reduce cognitive load and help users quickly find what they need.

Key UX decisions

Key UX decisions focused on clarity, trust, and conversion:

• Prioritized booking CTAs across navigation, key pages, and the footer

• Used real treatment imagery to build trust and set expectations

• Structured treatments into clear categories to simplify navigation

• Applied consistent layouts across treatment pages for familiarity

• Improved pricing clarity through grouped and scannable layouts

Visual system & brand refinement

The clinic already had an existing brand, which I refined and extended rather than replacing it. The goal was to maintain a premium, clinical feel while improving clarity, consistency, and overall polish.

Design considerations included:

• Subtle refinement of the color palette for a calmer, more premium feel

• Clean, clinical typography balanced with warmth

• Updated logo assets converted to SVG for consistency and quality

• Use of high-quality imagery without over-styling to maintain authenticity

The result is a visual system that feels professional, trustworthy, and approachable.

Locations & trust-building

To reinforce credibility and accessibility, the locations section clearly presents each clinic with address, contact details, and direct booking actions. Visual cues referencing geographic context help users quickly identify the nearest clinic and take action.

Implementation

• Built entirely in Webflow

• CMS-driven structure for treatments, pricing, and team content

• Reusable templates with conditional elements where needed

• Image optimization for performance while maintaining quality

• Third-party booking integration via Salonized

The setup allows the clinic team to manage content easily while keeping the site fast and maintainable.

Outcome

Since launch, the website has become an active, high-traffic platform for the clinic:

• Over 68k active users and 440k interactions

• Consistent daily traffic between 200 and 400 users

• Improved visibility and credibility through a clearer digital presence

• Continued collaboration through an ongoing maintenance retainer

The clinic team was highly satisfied with the outcome and extended the partnership beyond the initial launch.

Learnings

This project reinforced the importance of:

• Designing for trust in healthcare contexts

• Structuring complex service offerings clearly

• Building scalable Webflow setups for long-term client relationships