Square Health

An employer looking for workforce health cover, a broker exploring a partnership, a partner organisation and an individual patient do not arrive with the same question.

The site had to make it immediately obvious who it was for and where each audience should go next, without splitting into four disconnected experiences.

We reworked the information architecture, navigation and calls to action around audience first, creating distinct routes through Square Health's services, content and conversion points.

That moves the site away from a brochure someone reads and towards something that actively guides them.

For a business serving four audiences, a form submission is never just a form submission.

An employer asking about workforce health needs a different response from a broker exploring a partnership. Someone subscribing to Square Health's insights may not want to hear from sales at all, and treating them as a lead is the quickest way to lose them.

We worked through the relationships between audience, intent, forms and HubSpot workflows so each enquiry routes to a response that fits it: the right message, the right action, the right follow-up.

As Square Health's content operation grew, the site needed to be more flexible behind the scenes too.

Working inside the existing HubSpot environment, we refined the reusable modules and built a content system the team can run.

Square Health's team now builds and updates pages without rethinking the underlying design every time.

Healthcare decisions run on trust, and Square Health has no shortage of reasons for visitors to feel confident: a clinical network, deep healthcare expertise, client relationships, testimonials, awards and its Clinic in a Pocket technology.

We built these proof points into the information architecture and audience journeys, placing them at the moments where reassurance matters most, as part of the route to conversion rather than as content someone might happen to visit.

The brand thinking runs the same way. Square Health is building a more human-centred identity around the idea that every interaction with healthcare is a moment of care, so we carried that thinking through the website experience: colour, photography, modules, navigation and interaction. Motion is used sparingly and for a reason: to make the experience feel more intuitive, never to decorate it.

The result is an existing platform doing considerably more than it did before, and one Square Health can keep developing without another rebuild.