Industry
Medical / Cosmetic Surgery / Skin Cancer Treatment
Background
Cutting Edge Plastic Surgery, led by Consultant Plastic and Reconstructive Surgeon Adam Greenbaum, is a well-established provider of cosmetic and reconstructive procedures across South Auckland and Hamilton. With a legacy website that had remained unchanged for several years, the business faced challenges in engaging modern web users and converting site visits into enquiries.
Problem
The original website:
- Had an outdated aesthetic and design.
- Was not optimised for mobile devices.
- Presented long text blocks without clear calls to action.
- Did not highlight modern services or align with patient expectations.
- Lacked effective lead capture and enquiry-driving features.
As a result, patient enquiries were stagnating despite the high standard of surgical service.
Goals
- Modernise the website to reflect the high-end, trusted nature of the practice.
- Increase user engagement and enquiries.
- Ensure mobile responsiveness and accessibility.
- Highlight key services such as skin cancer screening, breast and hand surgery.
- Reinforce trust by promoting affiliations (NIB, Southern Cross).
- Establish a modern, consistent visual identity across all platforms.
Solution
We undertook a complete brand and website refresh, including:
Visual Redesign: Introduced a clean, modern interface with a soft, professional colour palette and high-quality imagery.
Rebranding: Developed a full brand book, including a new logo, fonts, and colour system to unify all marketing collateral.
UX Enhancements: Improved mobile navigation, added clear calls to action, and streamlined the layout for ease of use.
New Concept: Introduced the “SkinZurance” concept to position the clinic as a one-stop-shop for skin cancer care.
Content Refresh: Rewrote all website copy to be concise, benefit-focused, and patient-friendly.
SEO & Performance: Optimised the site for faster load times, better mobile performance, and higher discoverability.
Before and After Comparison
| Feature | Old Website | New Website |
| Design | Outdated, cluttered, blue-heavy | Clean, modern, soft professional tones |
| Mobile Responsive | No | Fully responsive |
| Navigation | Text-heavy, unclear structure | Streamlined and intuitive |
| Branding | Generic | Full rebrand with new logo and colour suite |
| Enquiry Conversion | Low | Improved by 18% |
| SEO & Speed | Basic | Fully optimised |
Results
- Enquiries increased by 18% within the first three months of launch.
- Time spent on site increased due to enhanced content and layout.
- Bounce rate reduced, indicating a more engaging experience.
- Mobile usage rose significantly, reflecting improved responsiveness.
- The new brand identity strengthened patient trust and aligned the digital experience with the clinic’s high-quality services.
Conclusion
The transformation of the Cutting Edge Plastic Surgery brand and website demonstrates how strategic design and thoughtful branding can significantly improve user engagement and business outcomes. The project not only modernised the clinic’s digital presence, but also helped better reflect the professionalism and innovation at the heart of the practice.