When I joined as the founding marketer, Clarity's site read like a startup that had outgrown its own website. The company was already serving 200-plus dermatology practices and processing real volume, but the marketing site still sounded small and generic. I led the refresh: the messaging, the positioning, and the structure of the pages, working alongside our designer to bring it to life.
Messaging first, pages second
The real work here was positioning, long before any pixels moved. Clarity is revenue cycle management built only for independent dermatology, and the old site buried that under generic billing language. I rewrote the core narrative around what actually wins deals: a single specialty, a real operating philosophy, and proof in the numbers. Every page now ladders up to that story instead of listing features.
A service ecosystem, not a pile of pages
I restructured the offering into a clear ecosystem - the core RCM service, patient services, ClarityPay, and the ClarityOS layer on top - so a prospect can see the whole picture and where they fit. Each service page is built to carry its own search intent and its own sales conversation, rather than competing with the others for the same generic terms.
Brand that matches the business
The visual language got a lift to match the new positioning: cleaner type, a more confident layout system, and design components I prototyped in Figma before they shipped. The goal was simple - look like the category leader Clarity is becoming, not the scrappy vendor it started as.