A secure patient portal and provider marketing website built to meet HIPAA requirements without sacrificing design quality or conversion performance. Accessibility, security, and aesthetics — delivered together.
Healthcare websites carry a compliance weight that most design studios sidestep. Affinity Health needed a patient-facing portal and a public marketing site that were simultaneously HIPAA-aware, WCAG 2.1 AA accessible, and visually trustworthy to patients who were navigating stressful health decisions.
The existing site was outdated, had no patient login functionality, and was losing new patient inquiries to competitors with cleaner online booking experiences.
The project ran as two parallel tracks: the public marketing site and the authenticated patient portal. The marketing site focused on trust signals, provider bios, and a streamlined new-patient inquiry flow that connected directly to the scheduling system.
The portal was built on WordPress with a custom role and capability system — patients could access their appointment history, pre-visit forms, and provider messages. No PHI was stored on the WordPress database itself; sensitive data routed through an encrypted third-party API layer.
Accessibility was built in, not bolted on: semantic HTML, ARIA roles, keyboard navigation, and a contrast ratio that exceeded WCAG AA thresholds on every colour combination.
Affinity Health's new patient inquiry rate increased 58% within 60 days of launch. The portal reduced phone-based appointment requests by 34%, freeing up front-desk time significantly. The marketing site now ranks on page one for five local healthcare keywords.