Dr. Rosarie Kingston had been practising herbal medicine for over two decades. Her website didn't reflect any of it.
A clinical medical herbalist in Ireland treating the cases conventional medicine couldn't solve, with a single-page website that looked like every other wellness blog on the internet.
Clinically trained
Dr. Rosarie Kingston is not a wellness influencer. She is a clinically trained medical herbalist with 20 years of practice experience, the same diagnostic skills as a GP, and a patient base made up of people who have already been through the conventional medical system and gotten nowhere. She sees skin conditions, gastrointestinal disorders, menopausal conditions, and complex chronic cases. Her patients travel to see her. Her clinic is full.
When she came to me, she had one short page of content online and no way for patients to book a consultation. The site said almost nothing about who she was, what she did, or why her approach was different from every other herbalist on the internet.
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The problem
"Every other website in this field makes you look like a witch or a hippie. They cannot think beyond herbs and flowers. We are either witches or hippies. That is not what we are."
Rosarie wanted something that reflected the clinical depth of what she actually does. Not a spa. Not a lifestyle blog. Not herbs and spills. A professional, credible web presence that would make serious patients take her seriously, and make other practitioners in her field recognize her as a peer, not a hobbyist.
The challenge was that almost every template and design reference in the herbal medicine world looked exactly like what she wanted to avoid. There was no obvious blueprint for what a serious clinical herbalist's website should look like.
The Process
Listen before touching Webflow
The first step was understanding her clinical world, not just her design preferences. What she does, who her patients are, why her training is different, what trust means in her field.
Build credibility into every element
Every design decision was made to signal clinical authority, not wellness aesthetics. Colors, typography, layout, and copy all worked together to say: this is a serious practice.
Create a clear patient journey
Built a full services structure, a detailed about page, and an online booking system so patients could find her, understand her, and book with her, all in one place.
Hand over the keys, fully
Rosarie got complete backend access. She can check enquiries, update content, and forward anything that needs attention, without ever having to come back to me for basic changes.
qualified enquiries per month from the website
increase in organic traffic and user retention
enquiries from the website before the redesign
Every new enquirer comments on how professional the website looks
Online booking now live, patients can book in-person or remote consultations directly
Rosarie can check enquiries and manage her site independently, without relying on a developer
Brand colors carried through to printed materials, creating a consistent professional identity across the whole practice
"Bernice is like my bookkeeper. My job is to see patients. I shouldn't have to worry about my website. And I don't."
"Working with Bernice is a pleasure. She is efficient and manages to organise material in a very organised manner. She went way beyond her brief to get the job done extremely well. She listens. That is rarer than you think. Most web designers come with a preconceived notion of what your website should look like and impose it on you. Bernice does not do that.
She is not just a design partner, she is a business partner. And anybody who can take a headache away from you is worth their weight in gold."
Dr. Rosari Kingston
Medical Herbalist, Ireland
If your website isn't reflecting the depth of your practice, let's talk.
I work with naturopathic doctors, Ayurvedic practitioners, and integrative health professionals who are serious about their credibility.
