ABOUT THE PROJECT
A website redesign for Toronto Community Massage and Wellness, a Toronto clinic built on inclusion and community support, whose hardest conversion problem was never price.
My Role
Lead Designer
Scope
IA, UX, UI, Responsive design
Deliverables
Full Website Design
Markets
Atlantic Canada
THE PROBLEM
TCMW is built on a specific promise: trauma aware, body inclusive care from a team that most wellness spaces do not offer. The previous site sold appointments instead.
Pages had accumulated rather than been structured. Treatments, practitioners and modalities occupied separate sections with no connection between them, so a visitor looking for lymphatic drainage or jaw tension relief had to already speak the clinic’s clinical vocabulary to find the right page. Pricing appeared only after entering the third party booking platform, which meant the question most people ask first could not be answered on the site. Practitioner bios, which carry the majority of the clinic’s credibility, sat at the bottom of long scrolls. And the mission that actually differentiates TCMW lived on a single About page, stated as a value rather than demonstrated anywhere a decision gets made.
The result was an experience that asked the most for the visitors it existed to serve.
DESIGN APPROACH
Audience definition.
TCMW serves clients managing chronic pain and injury recovery, alongside 2SLGBTQ+ and neurodivergent visitors who have frequently found wellness spaces unwelcoming. This audience does not arrive browsing. It arrives assessing risk.
Site audit.
I mapped every page and every route to booking, then measured how many steps and how much prior knowledge each route demanded. Most required both.
Review analysis.
Client feedback cites the same three factors repeatedly: the atmosphere, the therapist’s ability to identify the issue, and feeling safe. Price is rarely mentioned.
Competitive scan.
Comparable Toronto clinics divide into two approaches: spa positioning built on stock imagery, and clinical positioning built on dense credential copy. Neither addresses the emotional decision that precedes a first appointment.
Reframed objective.
The evidence converged on the clinic’s own words. TCMW exists to make informed care accessible and to give people a space where they belong. The brief shifted from modernizing the site to proving that promise before anyone books, and that became the criterion every subsequent decision was measured against.
DESIGN principles
Reassure, then ask
Anxiety is the barrier, not price. The hero states the promise, with hours, location and booking directly beneath it.
Sort by feeling, not terminology
Wellness, focused, luxury. Visitors pick by what they need rather than by knowing what lymphatic drainage means.
Price is a trust signal
Duration and cost sit on the page, next to the booking button. Transparency removes the last stall.
Show the mission, do not state it
The clinic’s inclusion language moves out of team bios and onto the pages where people decide.
Growth strategy
Generic massage search in Toronto is a bidding war TCMW cannot win. The structure was built to move the fight onto ground the clinic already owns.
POSITION
DEMAND
Value
One client, four disciplines
Physiotherapy, traditional Chinese medicine and acupuncture were given equal standing to massage, so a client with a new need stays inside the clinic instead of searching again.
Acquisition
Gift cards as warm introductions
Bought by a regular, redeemed by a stranger. Prepaid revenue and a trusted referral from the same transaction.
CLIENT TESTIMONIAL
I can’t sing JP’s praises enough! Throughout all the projects that he delivered, he consistently impressed me. Not only did he deliver exceptional, high-quality designs that perfectly captured our vision, but he also met every deadline with ease. Communication was a breeze; JP kept me informed throughout the process and was always happy to answer any questions or explore new ideas. If you’re looking for a talented and reliable graphic designer, look no further!
Tuan Chau
Clinical Director - Toronto Community Massage & Wellness
RESULTS
Entry points per page
Booking is reachable from the header, the hero, each treatment block and the footer. A visitor is never more than one scroll from a way in.
Treatment pages priced
Duration and cost now appear on the page itself, next to the button that opens booking, instead of only inside the platform.
Paths to a treatment
Service discovery reduced from clinical terminology to three plain language routes any first time visitor can navigate.
New landing pages
Physiotherapy, traditional Chinese medicine, modalities index, individual modality pages, gift cards, blog and contact, each aligned to a distinct search intent.
Design cost per new page
A modular system lets the clinic publish new practitioners, treatments and articles without further design work.
OUTCOME
For a clinic whose entire proposition is that everyone belongs in the room, the website had to make that true before anyone walked through the door.
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