Milli Health & Wellness
The starting point
Lisa is a nurse practitioner who specializes in perimenopause and menopause. She runs a private-pay practice for women who are done being rushed, dismissed, and told to wait until things get worse before anyone takes them seriously. She listens, she takes her time, and she gets results. As she puts it, she saves marriages and helps high-powered women stay in their high-powered careers.
Her website said almost none of that.
It was clunky, it didn't sound like her, and it didn't carry the authority she's earned in the menopause space. The bigger problem was that the women who needed her couldn't find her. The site was close to invisible on Google, so the people searching for exactly what Lisa does were landing on everyone else's pages instead of hers.
So the brief came down to three things. Make the site reflect who she actually is. Make it feel like the plush concierge practice she runs. And make her findable by the women looking for her.
The homepage, before and after
Who we were designing for
Before we touched a single page, we got clear on the one woman this site had to speak to.
She's high-achieving and time-strapped. She's been to multiple providers who didn't listen or didn't have the time to. Her sleep, her mood, her cycle, and her relationship are all feeling the effects of hormones that are shifting, and she's ready to invest in herself to fix it. Many of these women are Latina professionals, and Lisa wanted the brand to feel like her own warmth and culture, the way her office would feel if it were in Puerto Rico, polished and alive at the same time.
Everything we designed and wrote was for her. Not a general audience, not a search engine, her.
The approach
Lisa's voice is the whole product, so we built the project around it. She's warm and nurturing and also completely straightforward, the brilliant friend who happens to be a clinician and won't give you a runaround. We wrote the copy to sound like her talking to one woman across a table, and we built the look around the feeling she wanted people to walk away with, which is the sense that they just stepped into a calm, high-end space where someone finally gets it.
From there the work split into three pieces that had to feel like one thing: the brand, the website, and the email sequence.
The brand
Lisa wanted greens and a little blue, modern and luxurious but soft, never the cold teal of a hospital. We built a palette around a warm cream base with a deep, grounded teal, a soft sage, and small hits of terracotta and gold for warmth. It reads as elevated and expensive without feeling sterile, which is the line she cared about most.
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The Milli brand palette
For type we paired Tenor Sans for headings with Lato for body copy. The headings feel premium and a touch editorial, the body stays clean and easy to read, and together they hit the same note as the rest of the brand: professional, but approachable.
The Milli brand system
We held the logo for a later phase on purpose. Lisa wanted to see options before committing, and she's also weighing a possible move toward a symbolic brand name down the line, so locking a final mark now would have been premature. The brand system we built gives her a consistent, finished look to launch with and a clear foundation for whatever the logo becomes.
The website
We designed and built a six-page site in WordPress using Divi 5, chosen so Lisa can maintain it easily under an ongoing care plan rather than needing a developer every time she wants a small change.
The pages walk a visitor cleanly from "I found her" to "I booked," which was the whole point. The messaging makes it obvious right away what Lisa does, who she helps, and why she's different from a regular OB-GYN or primary care doctor. Her existing self-scheduling carried over so patients can pick their own appointment, and every booking link opens in a new tab so no one loses the page they were reading. Her testimonials stayed front and center, and we added an FAQ section and expandable content sections, two things she liked on the reference practices she admired.
SEO sat underneath all of it. The content is written around the terms her future patients are actually typing, perimenopause, menopause, women's hormonal health, and concierge care in New Jersey, so the women searching for a specialist have a real chance of landing on Lisa instead of scrolling past her.
The email sequence
A beautiful site that captures a lead and then goes quiet is a leak. So the third piece was an email setup in Flodesk that catches a new subscriber and warms her toward booking.
We built the opt-in form, embedded it across the site, and wrote a four-email welcome sequence that delivers Lisa's free guide and then keeps the conversation going in her voice. The sequence introduces who she is, speaks to what this woman is actually feeling, and points her toward booking a consultation, all automated so it runs without Lisa lifting a finger once a new subscriber comes in.
The Flodesk welcome sequence
Results
The site is newly live, so the long-term numbers are still building. The early signal was immediate: within the first week, a prospective patient found Dr. Milli through the new site and reached out to book.
"I initially hired Leann to do a website audit. I quickly learned that she was the person to redo my website, which I felt didn’t reflect me. She was on time, communicated, and helped me along the way to improve business operations. Would highly recommend her!"
Dr. Lisa Milli, Milli Health & Wellness
Project by Simple Rabbit LLC. Brand, website, and email copy and design by Leann Frank.