MedSpa Partners Website Redesigns

Roles: Project Management, Website Design, Graphic Design, Content Writing, Photo and Video Editing, and Web Implementation Using HubSpot

Goal: To redesign several websites for four different clinics within MedSpa Partners

Years: 2022 - 2023

Background

MedSpa Partners (MSP) is a company that acquires leading medical aesthetic clinics throughout Canada and the USA. As part of their marketing onboarding, these clinics were promised website support, updates, and redesigns.

The Problem

MedSpa Partners was established as a small start-up in late 2019. When I joined in 2021, I was hired as a Marketing Coordinator. Our four-person marketing team did not include a dedicated website specialist or designer, making the promise of website support and redesign very difficult to fulfill.

The Solution

As with many start-ups, the marketing team shared an “all hands on deck” approach. I have always enjoyed designing websites, so I was tasked with a complete redesign of one of our clinic websites, from concept to implementation.

My Role

In total, I designed and implemented four websites, starting in March 2022: Skin Matters (Vancouver, BC), DLK on Avenue (Toronto, ON), Guelph Laser and Skin Clinic (Guelph, ON) and Martin’s Rejuvenation Centre (Barrie, ON). For the first two, I was the sole project manager, designer, and developer. I created bespoke graphics, wrote all of the site’s content, ideated a site map, interviewed clinics about their clientele, sourced and edited before and after photographs, edited videos, created brand kits as needed, and used HTML and CSS when needed to improve style and functionality. Additionally, I was responsible for implementing forms and workflows that adhered to our CRM requirements within HubSpot.

By 2023, we hired a content writer and a website specialist, so I had some additional support. I remained the project manager, and still performed or supervised the majority of the tasks listed above.

Website Overviews

Skin Matters

  • After receiving a list of treatments offered at the clinic and their corresponding skin concerns, I created an analogue site map which included a homepage, a treatment landing page as well as individual pages for each treatment, concern pages, a contact page, and an about page. This site map would remain consistent for the remainder of the websites I created

  • Researched a HubSpot Theme (a set of templates, modules, global content, and style settings that can be used to create a website) that was most compatible with the proposed site map. The theme I settled on was the GrowFast Free Theme

    • With the limitations of using a free theme, it was occasionally necessary to use HTML and CSS to override some of the default settings

  • Wrote the content for the majority of the website including treatment descriptions, descriptions of skin concerns, and FAQs. These were sent for approval and translated by the clinic

  • Sourced and edited all of the images on the website

  • Researched and implemented a language switcher for seamlessly transitioning between English and Chinese (Simplified Han)

  • Created, revised, and published two versions of each of the pages on the website

  • Created and embedded HubSpot a contact form and attached it to the appropriate HubSpot workflow

Skin Matters is a clinic in Vancouver, BC that caters to both English-speaking and Chinese-speaking patients. The majority of their Chinese-speaking patients are well established, and would generally hear about the clinic through word of mouth within their community. They often came in for a treatment plan created for them by the doctor at the clinic, and would follow the plan, repeating treatments as needed. They rarely relied on a website to inform them about treatment options and, as a result, the Skin Matters site was very out of date and sparse. When MSP acquired Skin Matters, it was determined that there was a need to expand the reach of the clinic beyond their clientele of regulars.

A new website that included information about skin concerns and treatments, as well as a way to utilize workflows through HubSpot forms was deemed necessary to help with the expansion of the clinic.

Core Contributions

Original Homepage & Injectable Treatment Page

Skin Matter original homepage

Redesigned Homepage & Injectable Treatment Page

skin matters redesign homepage

Key Takeaways

As a Marketing Coordinator with less than six months of experience, I’m proud of the work I did on this website redesign project. I managed the entire project independently, with minimal oversight and almost no guidance. While I was still balancing my regular marketing duties alongside the redesign, I was able to deliver a fully revamped 48-page website in two languages within just two months. The project required quick learning and strong organizational skills, and it really showcased my ability to manage multiple responsibilities while delivering results on a tight timeline.

Please note: While the Skin Matters website is still live, it has been altered heavily since its initial launch by a third-party digital strategy contractor, who prioritized search keywords over design elements. The screenshots above are from 2018 and 2022, respectively, courtesy of the Internet Archive’s Wayback Machine.

DLK on Avenue

DLK on Avenue is one of Toronto's premier medical aesthetics clinics, known for catering to an A-list clientele. However, their original website was outdated, unattractive, and difficult to navigate. I was tasked with redesigning the site using HubSpot’s GrowFast Theme to better reflect DLK’s exceptional reputation. This time, I was able to use the GrowFast Pro version, which provided greater control over the mobile experience, allowing me to create a more seamless user experience across all devices.

Core Contributions

  • Served as project manager, overseeing the entire website redesign process from the research phase through the launch phase with very little oversight

  • Liaised directly with clinic staff to gather input and align the design with their needs

  • Wrote the content for the majority of the website including treatment descriptions, descriptions of skin concerns, and FAQs. These were sent for approval by the clinic

  • Sourced and edited all of the images on the website, edited the homepage video using Adobe Premiere Pro, and created bespoke graphics

  • Created, revised, and published each of the pages on the website

Original Homepage & Treatment Listing Page

Redesigned Homepage & Treatment Listing Page

Key Takeaways

As with the Skin Matters website above, the DLK website was done almost entirely by me with very little direction or oversight in just over two months. I really enjoyed working on the site and, while it looks similar to Skin Matters, there are new modules that became available on the paid GrowFast Theme that I was able to customize and play with for this project.

Please note: While the DLK website is still live, it has been altered heavily since its initial launch by a third-party digital strategy contractor, who prioritized search keywords over design elements. The screenshots above are from 2020 and 2022, respectively, courtesy of the Internet Archive’s Wayback Machine.

Guelph Medical Laser & Skin Centre

Guelph Medical Laser & Skin Centre (Guelph Laser) was a small clinic in Guelph, ON. The site was outdated and needed to be brought into the HubSpot environment to better track conversions and attach to workflows for the Growth Team within MSP. At this stage, we had hired a content writer and a web specialist, to whom I was able to delegate various tasks. I was still the project manager, but now I had a reliable team who would be able to take some of the hands-on responsibilities of creating a new website. With the new members of my team being inexperienced in HubSpot, however, I had to provide a lot of training, which did slow down some of the momentum that I had been able to achieve when working on my own.

Core Contributions

  • Served as project manager, overseeing the entire website redesign process from the research phase through the launch phase with very little oversight

  • Liaised directly with clinic staff to gather input and align the design with their needs

  • As I gained experience and did research about website design, I realized that a mobile-first design would be beneficial

    • Using the Skin Matters site map as a starting point, I created a new analogue site map for the mobile-first design of the Guelph Laser website

  • Sourced and edited all of the images on the website, edited the homepage video using Adobe Premiere Pro, and created bespoke graphics

  • Created a HubSpot form for each treatment page to better track conversions

  • Created a brand kit for the clinic and presented it to the clinic manager for approval

  • Created, revised, and published many of the pages on the website

Original Botox Treatment Page

Redesigned Botox Treatment Page

Please note:
Guelph Laser went out of business in spring 2024. The screenshots above are from 2021 and 2023, respectively, courtesy of the Internet Archive’s Wayback Machine. The limitations of the archive do not show every aspect of the site, including some images, maps, and forms.

Martin’s Rejuvenation Centre

Like previous projects, Martin’s Rejuvenation Centre needed to be moved into HubSpot, and their outdated site was in urgent need of an update. Users had been complaining about persistent pop-ups, poor functionality, and incomplete treatment information. This project ended up being the quickest and least time-consuming of all the sites, partly because my team had developed a strong workflow while working on the Guelph Laser site.

What made this project particularly exciting was that the web specialist taught me how to use breakpoints to optimize the mobile version of the site, specifically the treatment pages. We replaced a module on the desktop version with a dropdown for the mobile version to save space. Since this functionality wasn't available out-of-the-box in the GrowFast Theme, it gave me valuable experience in custom coding and using CSS to overcome design limitations.

Core Contributions

  • Served as project manager, overseeing the entire website redesign process from the research phase through the launch phase with very little oversight

  • Liaised directly with clinic staff to gather input and align the design with their needs

  • Sourced and edited all of the images on the website, edited the homepage video using Adobe Premiere Pro, and created bespoke graphics

  • Created, revised, and published many of the pages on the website

Original Homepage

Redesigned Treatment Page - Desktop and Mobile

Please note:

The Martin’s Rejuvenation Centre website is still live, and only small changes have been made to it since my departure from MedSpa Partners. You can visit it here.

I had a difficult time accessing the original website through the Internet Archive’s Wayback Machine, which is why there are no images of the original treatment pages. The screenshot of the original homepage is from 2020.

Conclusion

Creating these four websites solidified my passion for user-focused design and confirmed that this is the career I want to pursue. It also exposed the gaps in my knowledge. Unfortunately, due to the constraints of using the same HubSpot GrowFast Theme, the websites ended up looking quite similar. In 2023, my company paused all new website projects, which was a setback for me. Recognizing my desire to grow in website design, I began seeking programs to expand my skills, especially since my company wasn't prioritizing further web development for its clinics. I enrolled in the UX/UI Design Bootcamp at the University of Toronto School of Continuing Studies, balancing approximately 30 hours of class and homework with my full-time job. I finished the program with the highest mark in the class, a testament to my dedication and passion. Since then, my work has evolved far beyond the limitations I faced as a one-person design team in a startup setting.