Website Redesign: Humanizing Vera’s Patient Experience
Website Design • SEO Copywriting• Microcopy • UX writing
Approach
I led the content and messaging strategy for the B2C redesign, shaping both structure and tone:
Audited the existing site to identify key gaps in usability, messaging, and SEO
Conducted competitor research across digital health, retail care, and concierge models
Proposed new site architecture—including global nav, provider bios, care center directory, and services pages
Partnered with UX and design to wireframe new templates and page layouts
Wrote clear, accessible copy optimized for patients—not practitioners
The Challenge
Vera’s existing website was built for employers—not patients. The structure, copy, and calls to action lacked clarity, emotional resonance, and functionality. Patients couldn’t easily find care centers, book appointments, or understand Vera’s value as a primary care provider. As Vera expanded nationally, it needed a content-first website that reflected a new, user-centered direction.
Findings
The shift in tone—from corporate to conversational—resonated immediately with users and internal teams
Patients reported greater confidence in scheduling and navigating care online
Site structure laid the foundation for Vera’s consumer storytelling, enabling future expansion and national visibility
This project became the model for future B2C digital experiences across apree health
Great content doesn’t just describe a service—it builds trust, clarity, and a sense of belonging. This project helped shift Vera’s digital presence from corporate to personal, making healthcare feel human again.