Website Redesign Driving Engagement for a Employer-Backed Physical Therapy Platform.

The SimpleTherapy website redesign aimed to strengthen their digital presence and better reflect their mission of helping people manage and recover from pain through personalized exercise therapy. The previous site felt outdated, with a dense layout, inconsistent visuals, and limited hierarchy that made navigation difficult. The redesign focused on creating a modern, approachable experience that communicates trust, accessibility, and movement—bringing their clinically backed, user-centered approach to life online.

Since this was a redesign, we began by evaluating the current site to identify existing issues. We analyzed user flows to understand where visitors were spending the most time. Despite the site having more than a dozen pages, we found that nearly 90% of users stopped at the homepage. The second most visited page — the Outcomes page — accounted for only about 5% of traffic, a significant drop-off. These insights helped us narrow our focus from redesigning the entire site to starting with the homepage, where we could make the biggest impact.

With that in mind, we wanted to understand what was causing users to feel uncertain about the product. We interviewed 10 product managers who had previously made purchasing decisions for healthcare services. During the sessions, we asked them to explore the current SimpleTherapy website and walk us through how they would evaluate whether SimpleTherapy was the right fit for their teams. This is what they said...

With the new designs, we saw a 14% lift in lead generation on the website, confirming that this direction was working. A deeper look at the data showed a nearly 25% increase in click-through rates on our primary CTA. Overall, traffic grew, conversion rates improved, and most importantly, Good+ Leads — users who were a strong fit for our product — also increased in sign-ups.

For the third version, we combined our learnings into a cohesive design. We introduced large, prominent metrics below the hero section to immediately highlight the product’s impact. We reintroduced supporting information about key benefits and target audiences, presented through an interactive scrolling experience to keep users engaged. We also added more social proof — including testimonials that reinforced trust and credibility — and ended with a clear walkthrough of the outreach process for users who might still be unsure about next steps.