We recently launched a new Showit website for Flora Functional Medicine, founded by Sara Bergey, a Women’s Health Nurse Practitioner and Certified Nurse Midwife. Her practice helps women navigate fertility, postpartum, perimenopause, and menopause through a root-cause, whole-person lens. The site needed to translate that philosophy—patient, evidence-based, deeply personal— into something visitors could feel within seconds of landing, and I think we really nailed that inviting, feel that makes you feel at ease.
Set the Tone
I think we all know how important it is to feel at peace with a health practitioner. The homepage opens with a soft, warm portrait and a single clear line about what the practice believes: that it takes time to understand a patient’s whole story, not just her symptoms. That framing does a lot of quiet work. It tells a visitor who may be frustrated after years of being told her labs are “normal” that this is a different kind of care, before a single service is even listed.
Trust Above Services
Rather than leading with a service menu, the layout puts Sara’s introduction and philosophy first. We focused on highlighting her credentials, her belief in the body’s capacity to heal, her comprehensive approach blending testing, protocols, and holistic therapy. In a field where trust in the provider matters as much as the treatment itself, that ordering is deliberate: visitors meet the person before they’re asked to choose a service.
Breaking Down Services
Flora Functional Medicine offers a wide-variety of different services from hormones, weight loss, IV therapy, red light and infrared sauna work. To keep it from feeling scattered, we broke down each service into its own page so that it’s easy to scan and find exactly what you need.
Easy Booking
The end goal of this site is to get a client to either get in touch or book their first appointment, so making that process as easy as possible was key. We kept these two items linked in the top navigation so you can easily find them at any point while browsing the site. Get rid of the friction and you make bookings easier.
For booking, we simply linked out to Sara’s booking platform.
The Result
We created a site that instantly feels warm, inviting and comfortable. A health practitioner that puts you at ease while giving you confidence that you will reach your goals. Instead of leading with a sales pitch, we focused on empathy and expertise to give a new patient exactly what she needs to feel confident booking that first appointment.
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