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Case study 04 · Web design · Local SEO · Healthcare · 2026

Acupoints: a clinic website built to turn searches into bookings

Design, build and local SEO for a West Auckland acupuncture clinic with a strong reputation and almost no digital presence.

Client work · Acupoints Medical & Wellness, Massey, West Auckland.

Role
Designer, developer and SEO, one person across all three
Challenge
Prove the clinic can help with a specific problem, prove it can be trusted with a body, and make the first appointment feel small.
Client
Acupoints Medical & Wellness
Stack
Next.js, React, Tailwind CSS
Engagement
Direct, with the clinic owner
The Acupoints Medical & Wellness website on a screen and a phone: "Helping you move better, feel better and live better", a Book Free Consultation button, and opening hours, parking and location details.

01 · What was the brief?

Conducted

Overview

A specialist acupuncture and Traditional Chinese Medicine clinic in Massey had the clinical reputation but almost no digital presence. I designed the site, built it, and did the search work to make it findable locally.

Doing all three meant the search terms and the page structure were decided together rather than in sequence.

02 · What does a first-time patient need, in order?

Conducted

The visitor's journey

A first-time visitor arrives from search, in pain and unsure whether acupuncture is for them. The journey has to answer that before it asks for a booking.

  1. 01

    Local search

    “Acupuncture near me”

  2. 02

    Land on home

    Is this for my problem?

  3. 03

    Scan treatments

    Pain, women's health, ageing

  4. 04

    Check credibility

    Experience, ACC registration

  5. 05

    Check practicalities

    Hours, parking, location

  6. 06

    Book consultation

    Free first appointment

Fig. — Visitor flow. Credibility and practicalities come before the ask.

03 · How was the site structured?

Conducted

Strategy

A clinic website is a conversion path, not a brochure. It has three jobs in order: prove the practice can help with this specific problem, prove it can be trusted, and make the first appointment feel small. The structure follows that order rather than the one the business thinks in.

  • People search by symptom

    The entry point is back pain or fertility, not acupuncture, so services are written around the patient's problem.

  • Trust is the decision

    Years of clinical experience and ACC-registered provider status sit above the fold.

  • Lower the cost of yes

    A free first consultation is the single primary action, repeated in the header, hero and close.

  • Remove practical doubt

    Open seven days, evening appointments, private rooms and free parking get their own band, not a line in Contact.

04 · How do the pages work?

Conducted

Wireframes

Wireframes set out the structure on desktop and mobile before any visual design: the home page, treatments, treatment details, about page and a step-by-step booking flow, plus the mobile menu and booking confirmation.

  • Home

    Problem-led headline, a free-consultation action and the practical details (hours, rooms, parking, location) up front.

  • Treatments

    A page per treatment with benefits, who it suits and related treatments, as the search strategy requires.

  • Booking

    A short guided flow: choose a service, pick a time, add details and confirm.

Wireframes for eleven screens. Desktop: home page, services, treatment details, about, and booking. Mobile: home page, menu, services, treatment, booking and confirmation.
Desktop and mobile wireframes. Select the image to view it full size.

05 · How does it feel and stay consistent?

Conducted

Design system

A cohesive design system blends modern healthcare professionalism with natural, calming aesthetics, to create a warm, trustworthy and elevated digital experience for a traditional Chinese medicine clinic.

  • Warm and natural

    Deep green, sage and terracotta on cream, with natural, softly lit imagery and organic elements.

  • Credible and readable

    A serif for headlines and a clean sans-serif for body and interface text, on a clear type scale.

  • Ready to build

    Buttons, inputs, cards, navigation, a progress stepper and notifications, each with its states.

Acupoints design system in twelve parts: brand identity with logo variations and icon style; colour palette of deep green #0F3D32, sage green #56705F, terracotta #B76F57, warm sand #EADBCB and cream #FAF7F2, with neutrals; typography in Playfair Display for headings and Inter for body, with a type scale; imagery style; buttons with hover states; input fields; form elements; cards; navigation on desktop and mobile; icons; a progress stepper; and a booking-confirmed notification.
The Acupoints design system: brand, colour, type, imagery and components. Select the image to view it full size.

06 · What did it become?

Conducted

Final design

The finished site on desktop and mobile, built on the wireframes and design system: a problem-led home page with the practical details up front, a page per treatment, an about page, and a guided booking flow that ends in a clear confirmation.

Final Acupoints designs for eleven screens. Desktop: home page headlined "Helping you move better, feel better and live better", services, treatment details, about, and booking. Mobile: home page, menu, services, treatment, booking and appointment confirmation.
Final designs, desktop and mobile. Select the image to view it full size.

07 · How does it get found, and stay fast?

Conducted

Build and local SEO

One page per treatment area rather than a catch-all services page, so each page matches the terms people actually search. Suburb, service area and practice details are carried in the content and structure, not bolted on.

Semantic headings and descriptive copy keep the pages legible to search engines and screen readers alike. On a photography-led site image weight is the main cost, so imagery is sized to its display slot: page speed is a ranking factor and a bounce factor at once.

08 · What did it teach me?

Conducted

Reflection

The instinct on a healthcare site is to explain the modality. What the visitor needs is to see their own problem named, then to be told that starting is safe and easy.

For a local business, search visibility and conversion are one design problem, not two projects. Trust signals are content, not decoration, and the cheapest conversion win is removing practical doubt: hours, parking, location.

Outcomes

What came out of it.

  • Delivered

    A search-led site with a page per treatment area, credibility above the fold and one repeated booking action, designed, built and optimised for local search by one person.

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