Holly Springs Functional Health & Hormone Solutions
Brand Strategy, Web Design & Conversion Optimization
visionary
The Client
Clare Bremer is a board-certified nurse practitioner and founder of Holly Springs Functional Health & Hormone Solutions, a functional medicine and medical aesthetics practice. She came to Ethos By Design at the beginning: no website, no brand, and a practice she was building from the ground up.
Functional Medicine & Aesthetics
The Problem
Clare needed a brand that could establish her credibility in a market that didn't know her yet, communicate the value of cash-pay functional medicine to patients accustomed to insurance-based care, and convert visitors into booked appointments without her having to manually sell anyone.
MORE THAN A WEBSITE
The Approach
We built her brand identity and website from scratch, including logo, color palette, typography, and copy written to speak directly to her ideal patient. The site was optimized for SEO from launch and integrated with her scheduling and patient intake systems.
To address conversion, we identified a gap in the booking flow: visitors were landing on the site with interest but no clear low-friction next step. We introduced a discovery call funnel with email capture, a Calendly integration, and a redirected CTA that moved visitors from passive browsing to an active appointment.
The Result
Within her first year, Clare's practice achieved a 16% conversion rate on discovery calls, with a 75% close rate once a prospect was on a call with her. The problem, it turned out, was not demand. It was volume management.
16%
Website visitors who book a discovery call. The industry average is 2-3%.
75 %
Discovery calls that converted to paying clients.
12%
Website visitors who became paying clients.
When Success Creates a New Problem
By year two, Clare's practice had outgrown its original positioning. She had more inquiries than she wanted and the wrong ones were taking the most time. Price-sensitive patients were clogging her calendar with discovery calls that rarely led to the kind of engaged, invested patient relationship she wanted to build. She needed fewer patients, not more. But she needed the right ones.
year two
We started with a strategy session and a market intelligence brief that mapped her competitive landscape, her local demographic opportunity, and the behavior of her ideal patient. What emerged wasn't a marketing problem. It was a positioning one. The original website was designed to cast a wide net, the right call for a practice still proving demand. But after a year of real patient behavior, Clare could see exactly who was converting, who needed nurturing, and who was never going to be a fit. Year one was about building demand. Year two was about speaking directly to the best fit client.
From there we defined a three-tier audience strategy: ready buyers who should book immediately, interested patients who needed education before committing, and misaligned visitors who should be redirected early. Every element of the redesign was built around that framework.
the strategic shift
A Positioning Problem, not a Marketing One
One clear path. Book now. No friction between intent and appointment.
ready buyers
A free guide opt-in and automated nurture sequence handle them without requiring any of Clare's time.
not ready today
Redirected gracefully before they ever reach Clare's inbox.
not a fit
The homepage was rebuilt from the ground up with new copy, new visual direction, and a restructured CTA system. The free discovery call was replaced with one clear path for the ready buyer: book now. For everyone else, the navigation does the sorting. A 'Get Our Free Guide' link triggers an opt-in modal where interested but not-yet-ready visitors can download a branded patient guide and enter Clare's email nurture sequence. An 'Insurance' link in the navigation answers the cash-pay question immediately and gracefully, directing price-sensitive visitors to a brief explanation of the practice model before a misaligned inquiry ever reaches Clare.
The medical aesthetics page was redesigned to reach a younger demographic, the 20s and 30s preventative patient that Clare's market intelligence confirmed was a growing and underserved segment in her region. Three additional service pages were copy-edited to signal investment-level care and filter out price-sensitive visitors before they ever made contact.
We also built the education layer that the original site was missing: a branded lead magnet, an email capture system through Kit, and a three-part automated nurture sequence that handles the "interested but not ready" patient without requiring any of Clare's time.
The discovery call button was removed sitewide.
the WORK
Every Element Earns it's place
Phase Two
Homepage redesign, full copy and visual direction
Medical aesthetics page redesign
Copy edit on three service pages
Branded lead magnet
Email capture and automated nurture sequence (Kit)
Sitewide discovery call removal
The Scope
What we actually Built
This was more than a website project. It was business repositioning done with creative execution. The design elevated the brand. The copy filtered the audience. The systems replaced manual effort. And the strategy gave Clare a practice that works the way she actually wants to run it.
