Therapeutics Recovery Center
Website UX & Conversion Optimization Case Study
My Role
I led the UX evaluation and redesign strategy for the Therapeutics Recovery Center website, focusing on improving user clarity, conversion pathways, and mobile usability.
Key responsibilities included:
• Conducting a UX audit of the existing website structure
• Developing the redesign strategy and improvement roadmap
• Restructuring layouts and content hierarchy
• Planning conversion-focused design improvements
• Enhancing the mobile user experience
Role: UX Designer / Web Designer
Project Type: Website UX & Conversion Optimization Redesign
Platform: WordPress (Elementor)
Focus Areas: UX clarity, trust building, mobile optimization, conversion improvements
Note: The organization name has been modified for portfolio presentation.
Project Overview
Therapeutics Recovery Center provides addiction recovery services to individuals and families seeking treatment and support. While the website's technical foundation including hosting, performance, and backend infrastructure was stable and functioning correctly, opportunities existed to significantly improve the user experience.
The primary focus of this project was design and UX refinement rather than technical redevelopment.
The goal was to modernize the website's presentation while improving the clarity of information and guiding visitors toward taking action when they needed help.
The redesign focused on four key areas of the website:
• Homepage
• Services
• About
• Contact
Each page was evaluated to identify opportunities to improve readability, strengthen credibility signals, and guide users toward contacting the facility.
Strategy Brief
Problem
Visitors searching for addiction recovery services are often in emotionally urgent situations. They typically need to quickly determine three critical things:
• whether the facility can help them
• how to contact someone immediately
• whether the organization is trustworthy
Although the existing website contained helpful information, the presentation made it difficult for visitors to quickly understand services or determine the next step.
Key UX challenges included:
• unclear messaging within the homepage hero section
• limited visual hierarchy
• text-heavy service descriptions
• insufficient trust-building elements
• inconsistent mobile usability
These issues created friction for visitors who needed clear guidance during critical decision-making moments.
Target Audience
The website serves several primary user groups:
Individuals Seeking Recovery Support
Many visitors are searching during moments of crisis and require immediate reassurance and clear contact options.
Family Members Researching Treatment Options
Family members often conduct detailed research when comparing treatment facilities and require clear information to make confident decisions.
Referral Partners & Healthcare Professionals
Medical professionals and referral partners need reliable information about programs, services, and clinical expertise.
The redesign prioritized clarity, accessibility, and emotional reassurance to support the needs of these audiences.
Strategy
The redesign strategy focused on three key principles.
Clarity
Ensure visitors can quickly understand available services and how to get help.
Trust
Introduce stronger credibility signals through testimonials, credentials, and structured content.
Conversion
Guide visitors toward contacting the facility through strategic calls-to-action and simplified user pathways.
Homepage Redesign
Goals
The homepage redesign focused on improving the website's ability to:
• increase phone calls and assessment requests
• strengthen trust and credibility
• improve mobile usability
• modernize the visual presentation
• support local search visibility
Key Opportunities Identified
Stronger First Impression
The existing hero section did not clearly communicate:
• the facility’s location
• the services offered
• the next action a visitor should take
Design Solution
The redesigned hero section introduced:
• a clear headline emphasizing location and services
• a prominent "Call Now" action
• improved visual hierarchy
• simplified messaging to guide visitors quickly
Conversion Optimization
Many visitors searching for addiction recovery services require immediate assistance.
The redesign introduced several improvements designed to support quick action:
• larger and more visible call buttons
• a sticky mobile "Call Now" bar
• simplified service summaries
• a strong closing call-to-action section
These elements guide visitors toward contacting the facility quickly.
Trust Signals
Decisions about recovery treatment rely heavily on trust.
The redesign introduced several credibility-building elements:
• a "Why Choose Therapeutics Recovery Center" section
• testimonials and success stories
• clearer insurance information
• stronger credential visibility
• optional accreditation badges
Visual Modernization
While the original design functioned adequately, visual improvements were introduced to create a warmer and more professional experience.
Enhancements included:
• cleaner card-style layouts
• increased white space
• improved typography hierarchy
• consistent button styling
• subtle depth and shadow for modern visual structure
Mobile Optimization
Because many recovery-related searches occur on mobile devices, the redesign prioritized mobile usability.
Enhancements included:
• improved spacing for readability
• larger tap-friendly buttons
• persistent click-to-call functionality
• simplified mobile page layouts
Services Page Redesign
Objective
Improve clarity and structure so visitors can easily understand treatment options and determine their next step.
Page Structure Refinement
Previously, services were presented primarily in long paragraphs.
The redesign organizes content into two clear sections.
Core Treatment Programs
• Medication Assisted Treatment (MAT)
• Intensive Outpatient Program (IOP)
• Partial Hospitalization Program (PHP)
• Dual Diagnosis Treatment
Supportive & Specialized Services
• counseling services
• recovery support programs
• additional support resources
This structure helps visitors quickly identify the primary treatment pathways.
Service Presentation Improvements
Service descriptions were reorganized into structured content blocks.
Benefits include:
• improved readability
• reduced visual clutter
• consistent formatting across services
• clearer information hierarchy
Insurance Section Refinement
The insurance section was redesigned to:
• standardize logo sizing
• display logos in a clean grid layout
• reduce visual dominance on the page
• include a clear verification prompt
This approach improves credibility without overwhelming the user interface.
Call-to-Action Placement
Calls-to-action were strategically positioned throughout the page:
• primary CTA near the top
• secondary CTA following core services
• final CTA at the bottom
This increases opportunities for visitors to initiate contact.
About Page Improvements
Mission Clarity
Long paragraphs were broken into smaller sections highlighting key values such as:
• trauma-informed care
• dual diagnosis expertise
• compassionate treatment philosophy
This makes the mission easier to understand at a glance.
Improved Content Flow
Content was reorganized to create a clear trust-building narrative:
-
Mission & Philosophy
-
Clinical Focus
-
Facility Overview
-
Meet the Team
Team Presentation
Staff profiles were standardized to improve consistency and professionalism:
• uniform photo sizing
• reduced text density in bios
• consistent credential formatting
• improved spacing between profiles
Contact Page Optimization
Objective
Make it easy for visitors to contact the facility quickly when seeking help.
Simplified Layout
The redesigned layout prioritizes key information:
• phone number visibility
• a simplified contact form
• clearly structured address and hours
• balanced map placement
Stronger Call Visibility
Contact pathways were strengthened through:
• larger phone number display
• a prominent "Call Now" button
• tap-to-call functionality for mobile users
Streamlined Contact Form
The form was simplified to reduce friction.
Fields include:
• Name
• Email
• Phone
• Message
Improved spacing and consistent styling help visitors complete the form quickly.
Map & Location Improvements
Location information was improved by:
• placing the address clearly above the map
• adding a "Get Directions" link
• optimizing the map display for mobile devices
Expected Outcomes
The redesign aims to improve several key user experience and conversion metrics:
• increased phone call volume
• improved assessment scheduling
• stronger visitor trust and credibility
• improved mobile usability
• better overall user experience
By simplifying navigation and improving information hierarchy, the website becomes a more supportive resource for individuals seeking recovery assistance.
Impact & Performance Metrics
To evaluate the effectiveness of the redesign, several key performance indicators were identified.
Increased Phone Call Conversions
Addiction recovery searches frequently result in direct phone calls when visitors can easily find contact pathways.
Supporting design changes include:
• prominent "Call Now" buttons
• sticky mobile call bar
• tap-to-call functionality across the site
Expected impact:
Higher call conversion rates across both mobile and desktop devices.
Improved Assessment Scheduling
Clearer service descriptions and stronger calls-to-action help visitors take the next step toward treatment.
Supporting improvements include:
• simplified services overview
• stronger call-to-action placement
• improved service page structure
Expected impact:
Increased assessment requests and inquiries.
Reduced User Friction
The redesign simplifies navigation and interaction to reduce stress during emotionally difficult searches.
Supporting improvements include:
• clearer information hierarchy
• simplified contact forms
• improved mobile readability
Expected impact:
Lower bounce rates and increased user engagement.
Stronger Trust Signals
Healthcare decisions require strong credibility signals.
The redesign strengthens trust through:
• testimonials and success stories
• clearer credentials visibility
• improved insurance information
• structured service explanations
Expected impact:
Greater visitor confidence and increased contact likelihood.
Mobile Experience Improvements
Because a large portion of recovery searches occur on mobile devices, the redesign emphasizes mobile-first usability.
Enhancements include:
• larger tap-friendly buttons
• improved spacing and readability
• simplified mobile navigation
Expected impact:
Improved mobile engagement and usability.
Outcome
This redesign demonstrates how thoughtful UX improvements and visual refinement can significantly enhance the effectiveness of healthcare and recovery websites.
By balancing compassionate messaging with clear action pathways, the redesigned experience helps visitors quickly find the support they need during critical moments.