Scientific website redesign for a global MedTech diagnostics company

Website strategy · Scientific copywriting · UX design

Overview

This project involved the complete redesign and redevelopment of a diagnostics company’s website, including both the visual design and scientific copywriting.

The challenge was to create a clear, engaging experience while accounting for different regulatory requirements in the United States and Europe, as well as tailoring content to multiple scientific audiences.

Project snapshot

My role

I led both the design and scientific communications for the project. This included restructuring the website architecture, developing audience-specific messaging, and writing the website copy.

Working closely with internal stakeholders, I translated complex scientific information into content that was technically accurate while remaining accessible to different user groups.
Separate website versions were developed for the United States and Europe to accommodate regional messaging and regulatory requirements.

Key deliverables

● Website information architecture
● Website narrative experience
● Product pages (audience specific)
● Technology pages
● US website copy
● EU website copy
● SEO and AEO-friendly copy and page structure
● Visual content and user experience

Communication considerations

Designing a scientific website needs accurate content that simultaneously helps different audiences find the information that’s relevant to them.

For this project, the messaging and structure were adapted for three distinct audiences: laboratory scientists, healthcare professionals, and a broader general audience. At the same time, separate US and EU versions of the website were made to accommodate differences in regulatory requirements and market positioning.

Project outcome

✔️ Delivered a redesigned global website
✔️ Scientific copywriting with audience-specific messaging that increased traffic to the product pages and website
✔️ Regional content adapted for the US & EU markets
✔️ SEO and AEO-conscious information architecture
✔️ Improved clarity and consistency across the product portfolio