Bonaca’s challenge wasn’t just visual — it was emotional. Patients dealing with complex mental health issues don’t convert like traditional users. They hesitate, revisit, and seek clarity before making a decision. So we designed for that journey. The homepage was built to create a sense of trust rather than urgency.

Service pages were rewritten to be clear, accessible, and free of clinical jargon. And throughout the site, we introduced subtle cues that support revisiting behavior — gently guiding patients from curiosity to contact over time.

Our UX research showed that decision-making in this space is rarely immediate, so the site was shaped to feel safe, not transactional — and to work when people are truly ready.