Team Website Templates

Screenshot has proprietary information removed.

Overview

A multi-stage redesign of an internal website template used across multiple clinical study websites. The project focused on simplifying navigation, improving visual clarity, and more clearly surfacing the primary call to action to reduce user drop-off and support recruitment goals.

Challenge

The original template was a multi-page website with a large amount of information split across several pages. It lacked visual cohesion and required users to navigate through multiple screens to find key information. Despite multiple call-to-action buttons, the primary goal was diluted, contributing to user drop-off.

Approach

The first redesign collapsed the multi-page structure into a single, scrollable landing page. Previously-separate sections were reorganized into an intentional layout that guided users through the content in the order we wanted them to engage. CTAs were strategically placed in the hero, navigation, and mid-page to keep the primary goal visible.

In a later iteration, I revisited the template after reviewing competitor study websites and evaluating best practices. The updated version brought the most critical information to the top of the page, and this allowed users to quickly understand key details without navigating away. The primary CTA was moved directly beneath this content, making the main conversion goal immediately accessible rather than placing it at the end of the page.

Additional refinements included collapsible content and inline definitions that allowed users to learn more without leaving the page, as well as a non-intrusive persistent CTA that appeared as users scrolled further down the page, guiding them back toward the questionnaire when ready.

Outcome

The final template created a cleaner, more focused experience that prioritized clarity, scannability, and mostly importantly, conversions. By removing unnecessary navigation and shifting the conversion goal earlier in the journey, the template became more visually cohesive, better aligned with user needs, and prioritized campaign goals. It now serves as a flexible foundation for multiple study websites.