Three revamp directions

A sick person arrives with five questions, so the hero is built as a board that answers all of them before they scroll. Type on the left, a six-row ledger on the right.

Above fold

Appointment policy, weekday hours, weekend hours, self-pay price, DOT price, insurance. All six.

Memorable

Hovering a ledger row wipes navy in from the left and flips the fact to red, like a cursor stepping down a terminal.

Type

Archivo with IBM Plex Sans

Photos

None. Works with what we have on disk today.

Risk: the most conservative of the three. Deliberately airy at desktop width, and the navy proof band leaves its right half open.

Flips the dominance. Navy owns about seventy percent of the page as full-bleed fields with no boxes and no containers, stepping down the screen in bands.

Hero

Three stacked bands rather than a split: navy headline, red hours strip, light address strip.

Memorable

The treat wall. Fourteen conditions as one continuous field of large type separated by red slashes, each filling solid red on hover.

Type

Bricolage Grotesque with Public Sans

Photos

None. Works with what we have on disk today.

Risk: the loudest bet. A full-bleed red closing band on a medical site is either confident or alarming depending on your read.

A nervous patient wants to know what they are walking into, so the page photographs one visit end to end. This is the photo-shoot pitch.

Structure

Full-bleed entrance photo, then four alternating photo bands: arrive, check in, be seen, get results.

Memorable

A white caption slab overlapping each photo's inner corner, with a red rule that draws left to right on scroll.

Type

Source Serif 4 with Karla

Photos

Needs a shoot. Real exterior in the hero; five art-directed placeholders name the shot, the framing and the light.

Risk: cannot ship as-is. Judge the placeholders as a plan, then decide whether an hour at the clinic is worth it.

The margin is the premium move. A 160px page margin held everywhere, the photo set small and perfectly sharp on a plate, and a great deal of deliberate empty space beside it.

Photo stance

Small and sharp. Rendered at 598px, where real pixels cover it 1.6x. This is what the building photo looks like when it is not blown up.

Proof

One dark band, four numerals: 2014, 7 days, $100, A+.

Words

170 on the page. The premium references run 150 to 250.

Type

Newsreader with Instrument Sans

Ships

Today. No shoot needed.

Planner recommends building this one first. It tests whether restraint reads as expensive using only the file we already have, and its photo plate accepts commissioned photography later with no layout change.

One wide navy duotone plate across the top with nothing written on it, then the headline below. The empty plate is the whole move.

Photo stance

Treated. Cut from the true 720px original, posterized to six flat tonal steps and graded navy, so softness reads as a decision rather than a bad file.

Nav

A pull-down shade on the word MENU. Stays open and usable with JavaScript off.

Words

174. The tightest of the three.

Type

Schibsted Grotesk with Spectral

Ships

Today. No shoot needed.

Risk: the treatment is committed, which is why it works, but it leans illustrative. Judge whether a screen-printed plate reads as medical or as a poster.

Drops the exterior as the hero entirely and gives the top of the page to a commissioned waiting-room photograph. The building shot survives as a small sharp thumbnail.

Photo stance

Replaced. Five shots, one hour on site. The hero is the shot spec: frame, light, lens, who is in it, delivery.

Type

Chivo with Hanken Grotesk

Ships

Not until the shoot happens.

Read this one differently. Its fold is a shot list, not a design, so it shows you what we would buy rather than what the site looks like. Use it to decide on the shoot.