Crafting a Modern, Minimal Website for a Cosmetic Skin Specialist.
Client
Dr Sim Sadhra
Industry
Medical Aesthetics
Role
Web Strategy, Design & Build
Date
Aug 2020
With no existing digital footprint, he approached me to design and develop a website that would help grow his Staffordshire-based clinic online, keep patients informed, and distinguish him in an increasingly competitive industry.
To ensure the website aligned with both business goals and user needs, I conducted a strategy session with Dr Sim to gather requirements, define the project scope, and gain insights into his target audience.
This session identified several key goals:
By focusing on these elements, the website was designed to attract new patients while building trust and confidence in Dr Sim’s expertise.
Strategy session findings
Buyer persona
Building on the insights gathered during the strategy session, I created several detailed buyer personas to guide the design process. These personas ensured that every design decision was rooted in the needs, behaviours, and expectations of Dr Sim’s target audience.
Personas provide a deeper understanding of how different user groups interact, their goals, and the challenges they face, allowing us to design with clarity and purpose.
Mobile wireframes
Building on the insights from the strategy session and buyer personas, I transitioned to wireframing, ensuring designs were optimised across multiple breakpoints for mobile, tablet, and desktop devices.
Wireframes serve as a blueprint for the website’s information architecture, content placement, and functionality. They help identify and resolve potential usability challenges early in the design process, ensuring a seamless user experience.
Using Figma, I structured the website’s pages and mapped out customer journeys through its prototyping functionality. This approach allowed for a clear visualisation of the site’s flow and interactions. Once the wireframes were finalised and approved by the client, I shifted focus to the visual design, refining the site’s aesthetics to align with the brand’s identity and user expectations.
Colour palette
Text styles
The colour scheme featured a blend of blues and browns, chosen to convey authority and stability—two key attributes that resonate with medical brands. To complement the website’s contemporary aesthetic, we selected a classic, geometric font that reinforced a sense of professionalism and modernity.
To further strengthen the brand narrative, we incorporated bespoke brand photography by Thom Bartley. Working closely with Dr Sim Sadhra, we ensured that the photoshoot styling aligned seamlessly with the website’s visual design, creating a cohesive and authentic brand experience.
.png)
Mobile website designs
Dr Sim’s website launched in 2020, developed using modern front-end techniques to ensure optimal performance and usability. To build trust in both Dr Sim Sadhra and his brand, the site was secured with HTTPS and featured strategically placed trust indicators, reinforcing credibility and professionalism.
Navigation was designed for simplicity, making it easy for visitors to find information on Dr Sim Sadhra’s treatments. Each treatment page featured a balance of long-form content and concise, digestible information, helping potential clients understand what to expect.
Seamless booking was a priority, with clear CTAs (calls to action) placed throughout the website, guiding users to a streamlined contact form—ensuring an effortless appointment scheduling experience.
The CMS-powered treatment pages allowed Dr Sim to effortlessly keep content fresh and relevant, ensuring clients always had access to the latest information about his services. This not only helped potential clients make well-informed decisions but also reinforced trust in his expertise.
Similarly, the CMS-integrated blog provided Dr Sim with an easy way to create and update posts, enabling him to position himself as a credible authority in the aesthetics field. Through the blog, he could share company news, educate clients on various treatments, and further engage with his audience—enhancing both brand visibility and client confidence.
The new website provided Dr Sim Sadhra with a professional, user-friendly platform that effectively communicated his expertise. The improved structure and clean design made it easier for visitors to navigate and access key information. While the client paused marketing efforts post-launch, the website is fully optimised and ready to support future growth.
© Jess Brownless, 2025