Axis Spine & Sport
A conversion-first redesign for a three-clinic chiropractic and sports medicine practice in Tempe, Gilbert and Phoenix, Arizona.
Strong clinic, weak front door.
The practice’s own website audit found three leaks: booking started with a location picker instead of a time, the headline sold the brand rather than the relief, and around 1,370 five-star reviews and the $59 first visit sat below the fold. The goal was one fast, mobile-first site that books a new patient in under 60 seconds.
Two passes, two themes, one system.
(The system)
A 59-component design system that works in both themes, so the practice can pick a direction without anything being redrawn.
Gold
Montserrat · uppercaseNavy
Barlow Semi Condensed · InterAnswer four questions first
Every first screen says what Axis fixes, where, what it costs and what to tap, with headline, proof, price and live slots above the fold on a phone.
Show times, not a directory
Suggest the nearest clinic and show live ClinicMind PatientHub slots before asking for anything: 3 taps, 5 fields, under a minute.
Proof where the decision is made
The live Google review count, accepted insurance and the $59 visit sit together, next to the four reasons to choose Axis.
Pages built to rank
One domain with location and condition × city pages, written answer-first so they work in search and AI answers.
Imagery that feels like Arizona, not stock.
(Service imagery — stand-ins)
[OUTCOME — launch status and results.] The audit set the target: 25–60% more booked new patients from the same traffic within 90 days.