SOSD needed a brand-new website that would educate and reassure patients — many of whom arrive anxious about a high-risk pregnancy diagnosis. Their primary goals were: • Help patients understand why they were referred to a specialist (not a primary OB/GYN or boutique ultrasound center) • Convey clinical expertise and compassion without causing additional stress • Provide a clean resource hub for forms, insurance info, appointment protocols, and patient education • Establish a professional digital presence to support referrals from OBs, midwives, and care teams
Challenges
- Outdated Starting Point: Outdated starting point
The client had a Squarespace demo site they built themselves as a planning tool — not a production-ready website. It served as a reference, but required a full rebuild in WordPress.
- Sensitive Audience: Sensitive audience
The target audience is high-risk pregnant women who may be scared or overwhelmed. Every design and copy decision needed to be calming, clear, and reassuring.
- Positioning Clarity: Positioning clarity
SOSD needed to clearly differentiate from competitors. The site had to immediately communicate: we are specialists, not a primary OB/GYN office.
Solutions
Dog and Rooster followed a structured 6–8 week process to design, build, and launch the site. The strategy centered on three core pillars: calming patient experience, clinical credibility, and technical performance.
Result
The final website is a modern, accessible digital experience designed to educate and reassure — giving prospective patients exactly what they need to understand their referral, trust the practice, and book with confidence."
Summary
- Design for Emotion First: Audience emotional state shapes every design decision
When a patient audience is anxious or vulnerable, the visual design and copy tone are not secondary concerns — they are the primary conversion factor. A calm color palette, reassuring headlines, and clear navigation are as important as technical performance.
- Lead with What You're NOT: Positioning clarity reduces friction
SOSD's biggest challenge was differentiation. The site had to immediately answer: 'What is this place and why was I referred here?' Placing this messaging above the fold on the homepage reduced the risk of patients bouncing due to confusion.
- Dual Audience Navigation: Referral provider journeys need their own pathway
Healthcare sites often serve two very different audiences: patients and referring providers. Building a dedicated 'Referring Providers' section with its own navigation pathway keeps both audiences from competing for the same content and improves conversion for each group.
Mozart
Software Developer
