Bello Wellness came to me with a clear mission: create a website that communicates trust, science-driven care, clinical expertise, and warm human connection — all within a digital space that feels modern, credible, and welcoming. Abigail, a Master’s-trained Nurse Practitioner with nearly 20 years of clinical experience, specializes in hormone replacement therapy and optimization for women and men across Ontario. Her work is grounded in evidence-based medicine, yet delivered with compassion and deep respect for the individuality of each patient. The goal was that this Squarespace website for a health practitioner should reflect the sophistication and integrity of her practice.

My role:
Design a full Squarespace website ecosystem — including brand visuals, service architecture, a client portal, and an affiliate shop — all optimized for a professional medical practice.

Background: Bringing Clinical Expertise Into a Modern, Human-Centered Brand

Hormone therapy can feel overwhelming or confusing for patients. Bello Wellness needed a digital experience that:

• builds instant trust
• clarifies complex medical information in a user-friendly way
• positions Abigail as a leader in hormone optimization
• supports bilingual access (English + Spanish)
• reflects a premium, credible healthcare brand
• organizes many services and conditions into a clean, intuitive structure

Her previous website lacked clarity, warmth, and cohesion — it didn’t communicate her expertise or the depth of her services. It also needed a platform that was far more user-friendly. One of the core goals was to move the entire site to Squarespace, giving Abigail full control to update services, conditions, resources, and patient information without relying on a developer. Beyond the redesign, the practice needed additional infrastructure to support its growing patient base, including a private client portal for educational resources and onboarding, as well as a beautifully integrated affiliate shop where patients could purchase recommended supplements and wellness products.

She needed a website that felt like her care: research-backed, structured, thoughtful, and deeply supportive.

The Challenge of a Squarespace website for a health practitioner

Designing for a medical provider requires balancing:

• clinical authority with human warmth
• science-heavy content with approachable language and layout
• multiple complex service categories without overwhelming visitors
• credibility and compliance with a modern, visually appealing brand

The website needed to speak to:

• women navigating PMS, perimenopause, menopause
• men dealing with low testosterone or hormone imbalance
• people managing metabolic, thyroid, or lifestyle-related concerns
• individuals and couples navigating fertility journeys

In short: a diverse audience with highly specific needs.

The design had to feel professional but never cold, warm but never casual, and clear without oversimplifying care.

Strategic Approach: Science Meets Design, With Heart

1. A Premium Medical Aesthetic with Warmth

The visual direction blends:

• deep plum + navy tones for a rich, authoritative feel
• soft neutrals to balance clinical content
• clean serif + sans-serif typography for a modern but trustworthy look
• editorial-style spacing to guide the reader through complex information
• intentional portrait photography to humanize the brand

This creates a brand identity that feels:

• credible
• elegant
• medically informed
• approachable

It reflects Abigail’s philosophy: science-driven care delivered with genuine compassion.

2. Organizing Complex Health Services Into a Clear User Flow

Because hormone health touches multiple life stages and systems, the UX needed to feel effortless.

I designed a structure that clearly separates Bello Wellness services:

• Women’s Health
• Men’s Health
• Fertility & Maternal Health
• Conditions & Support (Thyroid, Metabolic Health, Optimal Weight & Lifestyle Wellness)

This organization helps visitors immediately understand where they fit and what services apply to them.

The homepage also introduces:

• strong value propositions
• science-driven messaging
• an explanation of symptoms
• Abigail’s expertise and credentials
• a step-by-step overview of the care process

Everything is strategically placed to reduce stress and build clarity.

3. Evidence-Informed Messaging Enhanced by Design

The design supports Abigail’s tone — clinical, informed, warm — through:

• clear headings
• digestible bullet points
• card-style service blocks
• clean grids
• readable text hierarchy

The layout helps users easily scan and understand:

• symptoms
• treatment options
• hormone-related conditions
• evidence-based approaches

While the content is medical, the design softens the experience with warmth and accessibility.

4. Conversion-Focused Implementation in Squarespace

I designed and implemented the full website in Squarespace — including:

• a fully functional client portal, giving patients convenient access to onboarding materials, resources, and personalized care pathways
• a custom affiliate shop, seamlessly embedded within the brand experience
• mobile-optimized layouts
• bilingual messaging through Weglot Plugin Integration
• strategic CTAs for consultations
• a clean, intuitive backend Abigail can manage confidently

These additions transformed the site from a simple informational website into a full patient ecosystem, supporting care, communication, education, and revenue.

The Outcome

The new Bello Wellness website:

• positions Abigail as a trusted expert in hormone optimization
• clarifies the complexity of hormone therapy in a simple, consumer-friendly way
• organizes diverse services into a cohesive, intuitive structure
• communicates professionalism through a polished medical aesthetic
• creates trust, warmth, and credibility instantly
• supports both women’s and men’s hormone health journeys
• elevates the brand into a premium, science-grounded healthcare experience

It’s not just a redesign — it’s a transformation of how Bello Wellness communicates expertise and care online.

Ready for a Website That Builds Trust From the First Click?

If you’re a practitioner, coach, or wellness professional ready for a website that elevates your expertise and reflects the depth of your work, I offer two pathways:

The Aligned Website Offer

A fully custom website designed to communicate your authority, build trust, and guide visitors toward action with clarity and intention.

The Aligned Growth Suite

A complete brand + website + funnel ecosystem for practitioners ready to scale sustainably.

Explore my offers and discover what aligns with your next evolution.