Website / 2024
Clenica Care
Healthcare microsite and onboarding funnel built around trust — calm presentation, clear signals, and a conversion path that respects the audience.
C
Made byStephen Cranfield
RoleIdea, design & build
Focusweb · healthcare · design
Read1 minutes
The brief
Care services are chosen under stress, by people making decisions for someone they love. The site's design brief followed from that single fact: calm over clever, clarity over persuasion.
The work
- Trust-led presentation — restrained visual language appropriate to healthcare, with credentials and specifics where marketing fluff usually goes.
- Onboarding funnel — a conversion path designed to feel like being helped, not being sold to.
- SEO foundations — structured so the people searching for this kind of care actually find it.
Designing for vulnerable audiences sharpens your standards: every dark pattern you decline is a design decision, and the honest version almost always converts better anyway.
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