Website Design Case Study: A Modern Experience Built for Clarity and Connection
Executive Summary
Southmedic’s old website looked like a “medical template special”: cold, generic, hard to navigate, and built around Southmedic’s internal categories—not how real humans search, decide, and buy. It also made SEO unnecessarily difficult, because too much content lived on broad, bloated pages with too many clicks to reach what mattered.
MESH rebuilt the site experience end-to-end: visual redesign aligned to the refreshed brand, a clearer information architecture, product/category separation for usability and SEO, customer-centric copy, stronger CTAs and offers, and HubSpot integration so the site could actually generate and route leads (instead of just existing).
Results were measurable: from Nov 2022 to Nov 2025, Total Users +211%, New Users +226%, Total Sessions +230%, and Detergents/SPD sessions +164%. On the Better Oxygen Mask property, sessions increased +229%, and traffic shifted toward high-intent pages like the Oxy2 product page and product comparison content.
The Need
Southmedic had outgrown its website. The organization had a broad and expanding product portfolio, multiple audiences (clinical, procurement, SPD, respiratory), and a growing dependence on SEO and content—but the website wasn’t structured or designed to support any of that.
They needed a modern digital presence that would:
Make it obvious where different users should go
Showcase innovation and credibility (without feeling sterile)
Improve discoverability through a scalable SEO structure
Support lead capture and campaign execution through marketing automation
The Challenge
A cold, generic, inside-out website
The old site was visually thin and “template-y,” mixing company photos and stock inconsistently. It didn’t feel like a premium global medical device company.
Worse: it organized information based on internal product framing, not customer needs—so visitors weren’t sure where to go or what mattered.
Poor wayfinding and excessive friction
Confusing navigation and homepage slider overload
Too many clicks to reach specific products
No efficient path for “I know what I need” buyers
Products often lumped on single pages, reducing scan-ability and clarity
SEO limitations baked into the structure
If products are buried under broad pages, you’re basically telling search engines: “Good luck, buddy.”
Breaking products into dedicated, purposeful pages was necessary for both discoverability and user experience.
The site didn’t support lead generation workflows
Southmedic effectively had a brochure site with limited forms. It wasn’t built to support campaigns, offers, segmentation, or clean routing into their CRM.
The Approach
1) Start with user journeys and real buyer behavior
We reorganized the site around how different audiences think and search—getting key content accessible within two to three clicks.
2) Extend the brand refresh into a web-native system
We replaced the fast, confusing homepage slider with mastheads that tell visual stories and make users feel “in the room” with the clinical context.
We also integrated Southmedic’s dot/waveform graphic language to create a consistent branded experience throughout the site.
3) Product pages built to sell and educate
We rebuilt product pages to balance:
Outcomes-first messaging (what changes for the user)
Technical credibility (specs still matter)
Embedded media (videos on-page, not a “go find it on YouTube” scavenger hunt)
Clear CTAs and low-friction offers (samples, trials, demos) aligned to how clinical buying actually works
4) Navigation and architecture designed for scale and SEO
Instead of dumping entire product lines onto one page, we broke content into meaningful categories and dedicated pages so:
Users can scan and self-select quickly
Search engines can index more precisely
Southmedic can grow content without breaking the structure
5) Marketing automation baked in, not bolted on
We integrated HubSpot so forms, routing, follow-up, and campaign tracking could run through one system—enabling faster execution of webinars, landing pages, and segmented lead capture.
Our Work
Strategy and structure
Website audit and friction analysis
Rebuilt information architecture and navigation system
Audience pathways for different user types (clinical, procurement, SPD, respiratory)
UX/UI and brand implementation
Full visual redesign aligned to brand refresh
Modern mastheads and storytelling layouts
Consistent application of brand patterns, typography, and visual elements
Product and content experience
Product line separation into clearer page structures
Product page framework: outcomes → proof/data → media → specs → CTA
Offer strategy and form friction reduction (minimum viable fields)
Thought leadership and content marketing support
Elevated educational/clinical content so it wasn’t buried
Expanded blog strategy beyond “news” into searchable, audience-driven topics
HubSpot integration and lead capture
HubSpot forms embedded site-wide (not just “Contact Us”)
Product- and segment-specific forms and routing
Improved campaign readiness (landing pages, lead workflows)
Accessibility
Built with accessibility in mind from the start (not as a painful retrofit)
Multi-property strategy for Oxy2 / Better Oxygen Mask
Southmedic’s main site needed to support Oxy2 without cannibalizing the dedicated product property. We:
Kept corporate-site content appropriately scoped
Drove deeper education and product selection to the dedicated site
Pulled brand elements into the product property incrementally (high-traffic areas first) without a full redesign budget
The Solution
A redesigned Southmedic website that works like a real commercial platform—not a digital brochure.
The new experience improves:
Clarity and wayfinding across a complex portfolio
Brand perception through modern, human-centered design
SEO performance through product/page architecture built to rank
Lead capture and campaign execution through HubSpot integration
Credibility through social proof, clearer value messaging, and better storytelling
The Results
Southmedic main site (Nov 2022 → Nov 2025)
Total Users: +211%
New Users: +226%
Total Sessions (all channels): +230%
SPD/Detergents Sessions: +164%
Better Oxygen Mask property (same time window)
Sessions: +229%
Traffic shifted toward higher-intent pages:
Oxy2 product page became the top traffic destination after homepage
Product comparison content became a major driver (~10% of traffic)
A previously broad, low-quality traffic magnet blog post was rewritten to target the real buyer audience—retaining traffic while improving relevance