Elizabeth Greenfield Functional Wellness
Stuck on Squarespace with content she couldn't update and services nobody could find. Now she runs the site herself — and it's bringing in bookings.
What changed
What they had
- On Squarespace, paying every month for a site she couldn't update herself
- Content had gone stale and no longer described the practice accurately
- New services were running in the business but effectively invisible on the site
- A design she'd stopped liking, with no practical way to change it
What they have now
- A new site, hand-coded around the practice as it actually runs today
- Every page of content rewritten and brought current
- Contact and conversion funnels built in, so enquiries turn into appointments
- Separate paths for patients, clinicians, corporate buyers, and event organisers
- She updates her own content now — we showed her how, using Claude
- Live, hosted by us, and already bringing in bookings
Liz runs a precision functional medicine practice — hormonal health, perimenopause, menopause, and biological age reversal — built on 25+ years of clinical experience.
Where she started
Squarespace. A monthly bill for a site she couldn’t confidently edit, describing a practice that had moved on without it. She’d added new services and there was nowhere on the site a patient could read about them. And she’d stopped liking how it looked, which is its own kind of problem: when you don’t like your website, you stop sending people to it.
None of that is unusual. It’s the most common version of the call we get.
The hard part was the audiences
Four groups arrive at this site wanting entirely different things:
- Women in perimenopause or menopause looking for individual care
- Clinicians considering the BioAge Reversal cohort as professional training
- Corporate and HR buyers shopping for a wellness program
- Conference organisers booking a speaker
A single “Services” page would have served none of them. Each audience now gets its own route from the homepage, written in that group’s language — a patient reads about a 16-week individualised course, an HR director reads about a corporate program, and neither has to wade through the other’s copy.
Credibility over decoration
Liz’s own positioning line is that this is not motivational wellness content, so the design deliberately avoids that category’s visual shorthand. There’s no soft-focus imagery doing the emotional work. The credentials, the clinical framing, and the documented outcomes carry it instead — which is both more honest and, for this particular patient, considerably more persuasive.
Handing her the keys
The part that mattered most long-term: she isn’t dependent on us to keep it current. We rewrote the content, built the contact and conversion funnels, then showed her how to update her own pages using Claude. She does it herself now.
That’s the arrangement we want with every client. We host it and look after the technical side, and nobody has to wait on us to fix a typo or add a service. The site is live, and it’s already bringing in bookings.
More of our work
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Spring AI Studio
A consulting site in the noisiest category on the internet, built to sound like a practitioner rather than a bandwagon.
No cost, no pitch
Want yours to look after itself like this?
Thirty minutes on a call. Tell us what's wrong with it, and we'll tell you straight what it would take to fix — whether that's a small repair or starting over. If it's not a fit, we'll say so.