A company serving 200+ practices and processing $1.13B in charges had a 13-page brochure site that looked smaller than the business behind it. I led the rebuild - positioning, information architecture, SEO, and every line of copy - as the only marketer in the building, directing the design agency and developers who executed it.
Live at clarityrcm.com.
Problem
The old site got in the way of growth. Every service was crammed into one page with anchor links, so there was no real way to rank for the searches buyers actually run, like "dermatology billing services." Our live product, ClarityPay, had no page at all, which meant sales had nothing to send a prospect. The metrics disagreed with themselves: one page said 100+ practices, another said 600+ clinicians, and neither was right.
The bigger issue was positioning. Clarity works with dermatology practices and only dermatology practices. That focus is the whole advantage, and the site buried it under generic billing language. A prior redesign had already been done and hadn't held together, so this rebuild wasn't optional. Between the wrong numbers and the buried specialty, the site was misrepresenting the company on its own homepage.
Solution
Rebuild the site as a positioning-first system. Lead with the dermatology-only focus, give every service and product its own page and its own search intent, and organize the navigation around how buyers actually shop. Led by one marketer with no team, directing the agency and developers who built it.
Approach
I started with the positioning before the pages. Begin with the layout and you end up rebuilding twice, so I made everyone wait while I wrote the messaging first. The core move: lead with dermatology-only, then the proof (98% net collection rate, 23-day A/R), then a plain comparison of in-house billing vs. a generalist RCM vendor vs. Clarity.
From there I redesigned the architecture. The flat 13-page site became a 25-page hierarchy with a services mega-menu grouped by the job a buyer is trying to do, plus a platform section for the products. Each page now carries its own search intent and its own sales conversation instead of fighting the others for the same generic terms. I wrote 10 of the 13 content briefs and the live copy for every page, iterating directly in Figma.
A few calls I'm proud of. ClarityOS is our newest platform and the most tempting thing to lead with, so I kept it off the homepage. The homepage's job is to sell what already works; the vision gets its own teaser. I wanted competitor comparison pages because they win deals, but I couldn't put a named competitor on a page Google indexes, so I split it: category-level comparisons on the public site, named ones behind noindex landing pages. And when the question of a full rebrand came up, I queued it after launch rather than letting the project swell into a six-month one.
I ran the room solo. I directed a design agency and an SEO consultant, coordinated our in-house designer, and routed every page through our CEO and ops lead so the copy matched how Clarity actually operates before any of it went to the developers.
Results
The site is in development and not yet live, so there are no launch numbers to report. What does exist is the structure underneath it: a 25-page architecture, up from 13, with a standalone, search-ready page for every service and product, plus a messaging playbook that now governs the rest of Clarity's marketing copy and not just this project.
One early signal, with a clear caveat on its scope: the SEO content operation running alongside the rebuild is already surfacing in LLM search and long-tail queries, confirmed by our SEO consultant. That's the blog, not the rebuilt site's conversion data, but it's a real read on where the work is heading.
The site moves to the development build next. Launch performance to follow.