You invested real time and thought into your website redesign with ChatGPT. The content was rich – seven team bios, six treatment categories, real testimonials, business details. That work matters, and I've kept every piece of it.
What I changed is how that content is arranged, who it speaks to first, and when each piece of information appears. This page walks you through the thinking behind those changes – in plain language, with real examples.
You know your treatments, your technology, and your results inside out. But the person landing on your website for the first time doesn't share any of that knowledge – and that gap changes everything.
Inside-out thinking
Outside-in thinking
There's a well-known concept in psychology called the curse of knowledge – once you know something deeply, it becomes almost impossible to imagine not knowing it. You hear "Accent Prime" and think credibility. Your visitor hears it and thinks I don't know what that is.
The design industry uses a lot of shorthand. Here's what the key terms mean – and why they matter for a business like yours.
The overall feeling someone has when interacting with your website. Not how it looks – how it feels to use.
Clinic visit analogy: UX is the entire client experience – how easy it was to find your clinic, whether they felt welcomed at reception, how long they waited, whether the treatment room felt comfortable and safe. It's every touchpoint from booking to walking out the door.
Why it matters for Lapeau: If a visitor can't quickly find whether you treat their concern, or feels overwhelmed by technical terms, they'll leave – even if your treatments are exactly what they need.
The visual design – colours, fonts, buttons, layout. The things you can see and interact with on screen.
Clinic visit analogy: UI is the reception area design, the treatment room ambiance, the consultation materials, how products are displayed. It's the visual layer that shapes first impressions – but it doesn't replace skilled treatments.
Why it matters for Lapeau: Your lavender palette and Tenor Sans headings feel calm and premium. That's intentional – it signals "this is a safe, professional space" before anyone reads a word.
A design philosophy that puts the visitor's needs at the centre of every decision – not the business's needs, not the designer's preferences.
Clinic visit analogy: UCD is listening to what concerns your clients want to address and tailoring treatments to that – instead of listing every device and technology you own and hoping something resonates.
Why it matters for Lapeau: This is the single biggest shift in your redesign. Every section, every heading, every piece of copy is now written from the visitor's perspective – answering their questions in the order they ask them.
Want to learn more? These are the gold-standard references from the world's leading UX research organisations:
Here are five key design decisions, each showing what the original design did, what I changed, and why.
Accent Prime RF & Ultrasound, HIFU Ultraformer technology
Jawline, cheeks, neck – restore definition without surgery.
Why: The visitor doesn't know what "Accent Prime RF" means, and they don't care – yet. They're searching for someone who understands their problem. When the heading mirrors the words already in their head ("my jawline is sagging"), they feel instantly understood. The technology can appear later, once trust is established.
Why: The original order reflects how a business thinks about itself – "here's why we're great, here's what we sell." The new order follows how a first-time visitor actually builds trust: Do they understand my problem? Can they prove results? What would it be like? Who are these people? Okay, I'm ready to book.
Alma Opus Plasma
Accent Prime
HIFU Ultraformer
Pico Laser
Section removed entirely
Why: A device gallery is what you'd show another practitioner at a conference. It's B2B thinking (business-to-business). Your visitors don't comparison-shop by equipment brand. They build trust through results, team credentials, and testimonials. Photos of machines on trolleys don't move them closer to booking.
Why: The original questions sound like they were written by the clinic. Real visitors ask simpler, more vulnerable questions. "Will it hurt?" is the genuine anxiety someone feels before booking. "Who is suitable for non-surgical lifting?" is the kind of question nobody actually types into Google. The new FAQ mirrors the real internal dialogue visitors have.
Section 6: "Common Concerns"
Section 7: "Before & After Results"
Visitor must scroll to a separate section to see proof
Each concern card includes a live before/after slider right next to the description
Problem → Proof → Path forward – in one card
Why: When someone reads "sagging & loss of firmness" and immediately sees a before/after slider showing real results, the mental connection is instant: "That looks like my problem – and that's what it could look like after." Separating concerns and results into different sections forces the visitor to hold information in memory and go hunting for proof.
Every visitor has a series of questions running through their mind as they scroll. Your new site is designed to answer each one, in the right order, at the right moment.
The hero section. Within 3 seconds, the visitor should know: what you do, who it's for, and that there's no pressure. "Look like yourself, only fresher" tells them this isn't about dramatic transformation – it's about feeling like themselves again.
Hero sectionConcern cards described in plain language let the visitor self-identify: "Yes, that's exactly what I'm dealing with." The before/after sliders right next to each concern provide instant visual proof.
Concerns + Results sectionThe 3-step process section reduces anxiety by demystifying the visit. "We listen. We plan. You glow." – simple, human, no jargon. This is where nervous visitors decide it feels approachable enough to continue.
Process sectionTreatment cards appear after trust is established – not before. Each card is tagged with the concern it addresses, linking back to what the visitor already identified with. This is where explorers go deeper.
Treatments sectionNow the visitor has already seen that you understand their concern, proven results, and a comfortable process. Now they want to know who's behind it. Sue's story and the team's credentials land with much more weight at this point.
Team sectionThe FAQ catches the remaining hesitations – pain, downtime, uncertainty. Written in the visitor's own language, these feel like answers to thoughts they haven't even voiced yet. This is the final objection-handling before they decide.
FAQ sectionThe contact section appears only at the end – when the visitor has been through the entire journey and feels confident. The language is still gentle: “Book a skin consultation.” No pressure, just an open door.
Contact sectionThis approach is called a trust funnel. Unlike a sales funnel that pushes people toward a purchase, a trust funnel earns the right to ask for a booking by building confidence at every step. It's particularly important for services like aesthetic treatments, where the decision is personal, emotional, and involves real vulnerability.
The way people interact with websites has changed dramatically – and it keeps changing. Here's what the research tells us.
Most visitors won't read your page top to bottom. They'll scan headings, look at images, and read only the text that catches their attention. This is why every heading on your new site is written as a question the visitor is already asking – it pulls them in.
Younger demographics (25–45) are deeply sceptical of marketing claims. They trust before-and-after photos, genuine reviews, and real practitioner credentials far more than polished copy about "advanced technology." This is why results and testimonials are front and centre on your new site.
For aesthetic treatments especially, people choose the clinic that makes them feel understood, not the one with the most impressive equipment list. Your experience and technology still matter – but they work hardest as quiet credibility signals, not headline features.
A medi spa website isn't just a marketing tool – it operates in a regulated space. Here's what the framework looks like and what was built to protect the business.
Under the Privacy Act 1988 (Cth) and the Australian Privacy Principles (APPs), any business that handles health information must maintain a clearly expressed, up-to-date privacy policy. As a medi spa collecting client health details through consultations and our booking system, this is not optional.
The policy explains:
While not mandated by a single specific law, terms and conditions are essential for limiting the business's liability and meeting the expectations of the Australian Consumer Law. They govern website use, treatment disclaimers, bookings, cancellations, and intellectual property.
Critically, the terms include an explicit before-and-after image policy that aligns with AHPRA advertising guidelines (see below) – stating that images depict actual clients, are published with written consent, and have not been digitally altered.
Read the terms & conditionsThe Australian Health Practitioner Regulation Agency (AHPRA) publishes advertising guidelines for regulated health services. These apply to any business advertising services performed by registered health practitioners. Key requirements for before-and-after photos:
All before-and-after disclaimers across the website have been updated to meet these requirements. Every set of images now explicitly states that photos are of actual clients, published with written consent, and are unretouched.
Most cosmetic injectables – including botulinum toxin (anti-wrinkle), hyaluronic acid (dermal fillers), Sculptra, and Profhilo – are classified as Schedule 4 prescription-only medicines under the Poisons Standard. Under the Therapeutic Goods Act 1989 (Cth), advertising prescription medicines to the general public is prohibited.
The TGA updated its enforcement guidance in 2023–24 to clarify that even generic terms like “anti-wrinkle injections” or “dermal fillers” in public-facing advertising are no longer permitted, if a reasonable consumer would understand the intent is to promote those specific prescription products. This is why there is no dedicated cosmetic injectables page on this site – a page targeting search terms like “anti-wrinkle injections Malvern” would contravene the Act.
What is permitted: advertising the consultation service without naming the specific products administered. For example, promoting “cosmetic consultations available” is compliant; stating “we offer anti-wrinkle injections” is not.
Section 133 of the Health Practitioner Regulation National Law prohibits testimonials in advertising of regulated health services. This is one of the more unusual rules in the Australian healthcare advertising framework – and one that catches many clinics off guard.
The current site includes client quotes on the homepage (e.g., "Sue explained everything so clearly…"). Whether a particular quote constitutes a prohibited “testimonial” under the National Law depends on whether it encourages others to use the regulated health service. This is a matter for your practitioner or legal advisor to assess.
Action required: Please review the client quotes on the homepage and treatment pages with your advisor before the site goes live. If the quotes are found to be non-compliant, the safest course is to remove them. The content strategy does not rely on testimonials to build trust — the before-and-after results carry that weight instead.
Everything from your original work is here – team bios, treatment details, business information, testimonials. Here's how it's all been reorganised.
7-section trust funnel from "Is this for me?" to "I'm ready to book." Concern cards with live before/after sliders, 3-step process, treatment overview, team introduction, and FAQ.
Each treatment has its own dedicated page with before/after results, process steps, quick facts, and a targeted FAQ – all written from the visitor's perspective.
All seven team members with rewritten bios that lead with empathy. Clinical credentials are present but positioned as trust signals, not marketing bullet points.
Your brand colours, Tenor Sans headings, and lavender palette are carried across every page. The design feels calm, premium, and consistent – building familiarity and professionalism.
Dedicated landing pages for Accent Prime, HIFU Ultraformer, Opus Plasma, and Pico Laser capture visitors who search by device name. Each page explains the technology in plain language and connects back into the concern-based treatment pages.
A credential chip (“Korean-trained therapists”) and a philosophy callout in the process section surface the K-Beauty signal on the homepage, directing that demographic to the dedicated K-Beauty page without interrupting the main trust funnel for other visitors.
Every page outputs structured data automatically – Google receives your business type, address, and social links on the homepage; breadcrumb trails on every inner page; FAQ content where it appears; treatment-level service schemas; practitioner credentials; and your Google Reviews score (4.9, 200+ reviews) for rich result eligibility.
The new site is a strong foundation – but a website isn't a one-off project. The most effective sites grow over time with targeted content that matches how real people search. Here's the roadmap.
There's a concept in web strategy called an information matrix – a map of every combination of what you offer and how people search for it. Each intersection is a potential landing page that speaks directly to a specific visitor's situation, in their own words. These pages don't clutter your navigation – they live in the footer, in internal links, and in search results, quietly pulling in visitors who are looking for exactly what you do.
Your business sits across several dimensions that visitors search by. Here's a simplified view – every cell with a tick is a page that could exist, tailored to that specific combination.
| Face & jawline | Eyes | Skin tone & texture | Body | |
|---|---|---|---|---|
| Sagging & firmness | – | |||
| Lines & wrinkles | – | |||
| Pigmentation & tone | – | – | – | |
| Acne & scarring | – | – | – | |
| Contouring & fat reduction | – | – |
Each of these can also be combined with location (e.g. "non-surgical jawline tightening in Malvern") or audience (e.g. "post-pregnancy body contouring") for even more targeted pages.
These are the pages that come from the information matrix – hyper-targeted landing pages that match exactly how real people search. Instead of a generic "treatments" page trying to rank for everything, each page targets a specific search intent:
Each page would reuse and adapt content from the existing treatment pages, with location-specific context and targeted headings. This is where the real long-term SEO value lives – answering the exact question someone is typing into Google.
A regularly updated blog with educational content serves two purposes: it builds trust with visitors who are researching before they book, and it gives Google fresh, relevant content to index. Topics would be drawn from the information matrix – each article answers a real question your potential clients are searching for.
Examples: "What's the difference between HIFU and RF for skin tightening?", "How to prepare for your first medi spa visit", "Understanding pigmentation: types, causes, and what actually works." Each article links naturally to the relevant treatment page, strengthening the internal link structure and the trust funnel.
None of these need to happen at once. The existing site is already working – it's structured, it's compliant, and it speaks to your visitors in their language. These next steps are about growing the site's reach over time, capturing more of the search traffic that's already looking for what you offer, and converting more of it into consultations.
I'd love you to explore the new site as if you were a first-time visitor. Start at the homepage, scroll through, and notice how each section answers a question you didn't know you had. That's user-centred design at work.
