77 Plastic Surgery is a nationally recognized, award-winning plastic surgery center in San Francisco. Their goal is to help people feel and be the best version of themselves by overcoming areas of concern with both surgical and non-surgical solutions. For a first-class aesthetics surgeon, it only makes sense to have a first-class digital brand experience.

  • Year
  • 2016
  • Duration
  • 7 Months
  • Responsibilities
  • Customer Targeting
  • Value Proposition
  • Buyer Journey
  • Brand Messaging
  • Brand Experience
  • Responsive Design
  • HubSpot Integration
  • Inbound Marketing

Our Objective

77 Plastic Surgery already had a good amount of traffic, and were converting leads. But the website lacked appeal, and the branding was subpar overall. Our aim was to deliver a brand experience that truly reflected the quality of 77 Plastic Surgery, and extend the reach of that brand through inbound marketing.

The best way to develop an engaging brand is to simply give customers want they want. We focused heavily on buyer personas and the types of questions they ask when considering if plastic surgery is a good fit.

The new buyer journey for 77 Plastic Surgery focuses on answering those questions, building a trustworthy reputation with visitors through that helpful kind of content; and wrapping that content in a top-notch brand experience.

Specifically, we create a “Beauty for Life” eBook that explores plastic surgery and the most popular procedures for various stages of life. We also constructed key pages like “Are You a Candidate” assessments for helping users understand if they’re a good fit for plastic surgery or if non-surgical treatments are a better match.

Customers will overlook a less-than-stellar website if the content is great. And a beautiful design can’t save a website with poor content. So, we focused heavily on the content for this website. In fact, we went over our timeframe by several weeks just to make sure the content and information architecture was right.

Since launching 77PlasticSurgery.com, organic traffic and leads are increasing. SEO optimization is the next phase of the project as well as generating more ‘lead magnets’ to convert more visitors into leads, and leads into customers.

Read more about the design project in this case study.

Project Priorities

1First Priority Create messaging to instantly engage users. (we focused on creating a depth of content for key procedures).
2Second Priority Craft a buying journey to convert, educate, and nurture leads.
3Third Priority Develop a top-shelf brand experience, implemented on HubSpot.

How we did it

1. Define Objectives

A deep dive into the business model, including goals and requirements, audits of your site, marketing assets, and competitors.

2. Customer R&D

Customer development starts with buyer personas and value proposition map, and ends with creation of the buying journey.

3. Frame

Information architecture covers site map and page flow, while wireframes display the structure of the site.

4. Story

Engaging content, unique value propositions, compelling offers, converting calls to action, and nurturing workflows.

5. Style

Moodboards, style tiles, fonts, colors, and brand assets all come together into a brand style guide.

6. Create

Mobile first design progressively enhances the experience as you step up from mobile to tablet to desktop.

7. HubSpot Platform

Fully responsive HTML5 templates are built out on HubSpot to not only impress users on all devices, but also make the site modular and easy to manage.

8. Growth Driven Design

Launching a new site is really just launching a set of ideas that you "think" will work well. Growth Driven Design is how we continually refine, optimize, and evolve a site rather than have to re-design it.

We hired Lean Labs to help us build a great website and, perhaps even more importantly, to gain a larger audience. Lean Labs helped us understand who are patients were and how we could connect with them at a higher level. This helped us devise better strategies for web content, structure, flow, and engagement.

Small businesses like mine live and die with their partners. Choosing to work with Lean Labs has been one of the best decisions I've ever made.

Working with Lean Labs has been a dream. Kevin and his team are smart, extremely capable, and a joy with whom to work.”
Larry Fan, MD

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