Stage notes · Optimal Healthcare Solutions

Building the brand

A design language people meet everywhere they find us, a website that works, and a way to buy a manual without emailing a Word doc back to the office.

January 2025

What I walked into

When I arrived, the website was in shambles. There was Lorem ipsum littered across the homepage. The color schemes told a different story from page to page, when they told one at all. None of the forms worked, and several did the same job. Posts were made in Microsoft Publisher, with misspellings and run-on sentences.

  • CAUTION!Lorem ipsum on the homepage and a hotmail contact address.
  • DON'T CUTTo buy a manual, you downloaded a .docx, filled it out and emailed it back.
  • CAUTION!No shop, no working forms, one analytics tag nobody watched.
The old manual page: a hotmail address and an instruction to click through to an order page
The old blog archive: red headings on a pale pink background
Spring 2025

The rebuild

The first thing I did was find a theme that fit the company and start customizing it. Then I set up a WooCommerce store on the company's Square account and sorted the catalog into manuals, training and consulting. The hotmail address became an address on our own domain. Underneath it all I built GA4, a Tag Manager container with custom events, and Search Console, so we'd know what people did once they got there.

The rebuilt homepage: teal header, a clear headline and a call to action
The shop page, with policy manuals laid out as products with prices
Web orders
19
through a checkout that didn’t exist
Share
~14%
of card sales, by Oct 2026
First 3 months
10
orders, Apr–Jun 2025
Every week since

A design language

Giving OHS an actual brand is the work I'm proudest of: one design language and a consistent look, wherever someone meets us. The site and the posts now match, and the company reads as a professional consulting firm. Almost nobody noticed the change. It was still the most satisfying thing I've done there.

Post: avoid these 3 common mistakes which cause deficiencies
Workflow Wednesday post on reorder points for supplies
Lead magnet post for customized policy and procedure manuals
Blog promo: top 5 safety risks in home healthcare
Debrief

What I'd change

mistake: I waited way too long to go back and optimize every blog post for search. doing it right after the theme went in would have started the climb months earlier.

With a mandate, I'd
  • Move Canva and the site theme off my own card and onto the company.
  • Replace the handwritten easel paper in the classroom with designed posters. People notice.
  • Build the client case studies and the video line I've proposed, in the same design language.