Website redesign for a paediatric clinic's rebrand
Domain Health was rebranding as Allied Kids Therapy, shifting its focus towards paediatric care. Alongside the rebrand, the website needed a complete rethink from how services were presented to how parents found their way to the next step.
I led the website redesign and content direction, creating a warmer, clearer experience that could support the new brand and future growth.
The Challenge
The timeline was tight, with the new site launching at the start of the year. Hotjar showed low engagement and unclear conversion paths on the existing website.
With the clinic preparing to expand across Melbourne, the new site needed to build trust quickly and make three things clear:
Who the clinic is for
What services it offers
What parents should do next
Visual assets were also limited, so I had to make the most of a small library of brand photography and footage.
The Goal
The new website needed to do more than introduce the new Allied Kids Therapy brand. It needed to make the experience feel clear, trustworthy and easy to navigate for parents looking for support.
Build trust from the first visit
Create a warm, approachable experience that helps parents feel confident in the clinic and its team.
Make information easier to understand
Simplify the content and structure so parents can quickly understand the services and find what’s relevant to them.
Guide parents towards the next step
Create clearer pathways and calls to action so visitors know what to do when they’re ready to enquire or book.
Research & references
I looked at how other paediatric and healthcare brands communicate with parents, particularly how they structure information and guide people through the journey.
Brightline stood out for its direct, emotionally aware approach. Rather than adding more content, I focused on keeping the experience simple and giving each section a clear purpose.
Design decisions
Show the care, not just the clinic. The old homepage relied heavily on individual staff and clinic imagery. I brought real therapy footage into the hero to give parents an immediate sense of what the experience looks like.
Help parents find the right service. Rather than simply listing the three services, I gave each one a short explanation and a clear path to learn more.
Make the process feel less overwhelming. Starting therapy can feel like a lot for a parent who doesn't know what to expect. I introduced a simple step-by-step section to explain the journey from the initial conversation through to ongoing therapy.
Key learnings
Less content, more clarity. For anxious parents, cutting copy back to what matters did more for trust than adding detail. Simplicity was a deliberate design decision, not a shortcut.
Lead with what's real. Putting actual therapy footage up front did the heavy lifting for trust. That meant stock could support the story without carrying it. Next time I'd push for a dedicated shoot early, so the content library supports the design rather than limits it.
Align early to move fast. Locking in decisions with the team upfront is what made a tight launch date achievable.
Design for what's next. Building with expansion in mind meant thinking in reusable templates and patterns, not just pages for one clinic.