We’re excited to have recently completed a website re-design for our new client Capital Skin & Laser. Lead by board-certified and renowned dermatologist Elizabeth Tanzi, MD, the practice is located in Chevy Chase, MD and serves the Silver Spring, Washington DC, and Northern Virginia metro.
Dr. Tanzi came to Turbo early in 2018 in need of marketing help. She was looking to help grow the exposure of the other doctors at the practice, generate more leads, and improve the look and feel of the website.
The old website had a fairly modern, classy look and feel, but it didn’t speak to the prospective patient. When you landed on the website you couldn’t tell what the site was about, and if you tried to dig deeper you found a navigation that was cluttered. We also wanted to improve the calls to action and create a more user-friendly mobile interface. You can click here to visit the new website. Here are some of the features of the new website, which we developed on WordPress:
- fully custom design
- fully “responsive” layout with “sticky” mobile calls to action
- parallax page components
- improved navigation
- Turbo photo gallery
- social media integration
- full search engine optimization
- blog integration
- web forms for improved lead generation
- fully secured via SSL
You can see the improvements in the after photos below. The old website wasn’t in terrible shape, and we kept the branding similar, but as mentioned earlier, the design didn’t clearly outline what the website or practice specialized in. The old homepage banner image was of a conference room. We changed up the focus of the banner to highlight the doctors, and we also shrunk the header down height-wise.
One of the biggest issues on the old website was the navigation, both on desktop and mobile. You can view the old website navigation screenshots below. The drop-down menu on desktop had no categorization, so it simply listed every procedure out. That added an additional scroll bar to read everything. On mobile, you had a similar problem: every single link displayed and with no option to collapse the menu. This required a lot of scrolling to get many of the pages.
The new navigation has organized categories that break up the procedures into columns on desktop. On mobile, you have collapsable parent links that make it easy to quickly scroll and find any page.
The inner pages lacked prominent conversion elements, so our focus was to add lead capture forms above the fold. We also added some additional social proof links, to before & after photos and media videos, to the sidebar.
Our primary goal with the mobile responsiveness of the new site was to improve the inner page layout and calls to action When you navigated within the old site, to any inner page, you saw the same exact thing (hence the two screenshots below that are identical). Each page had the same header, and because the header was so tall you had to scroll down just to see that you’d actually landed on the page you wanted to. Additionally, the old mobile site lacked clear calls to action so we implemented our sticky footer.
If you’d like to see a breakdown of all our most recent projects click here, or you can check out our portfolio of website work here. If you’d like to learn more about WordPress conversions, or re-designing your existing website, then send Turbo a note here. You can also reach us directly at 877-673-7096 x2.