This project focused on transforming Dr. Heydee Castañeda’s digital presence into a clear, professional, and conversion-driven platform that reflects her expertise in women’s health. You can find it live at www.dracastaneda.com
The goal was not only to design a website, but to build a complete digital ecosystem that communicates trust, improves visibility, and drives direct patient inquiries.
Objective:
- Establish a strong and cohesive visual identity
- Clearly communicate her medical services and specialties
- Improve user experience and navigation clarity
- Drive direct conversions through WhatsApp
- Optimize her online presence for search engines and local discovery
Although the doctor already had an existing logo, it lacked versatility and a defined visual system.
I worked on:
- Logo digitalization and refinement
- Creation of a clean version
- Development of a consistent visual identity system
- Strategic use of her existing brand colors (purple & gold tones)
- Maintain brand recognition while elevating perception
The website was designed with a conversion-first approach, ensuring that users quickly understand:
- Who she is
- What she specializes in
- How to contact her immediately
Key decisions:
Clear section hierarchy (Services → About → Testimonials → Contact)
Clean, minimal layout to avoid overwhelming patients
Strong readability and mobile optimization
All website copy was carefully written to:
- Clearly explain each medical service
- Speak in a warm, human, and trustworthy tone
- Educate patients while reducing anxiety
- Highlight her expertise in: Gynecology, Obstetrics, Menopause & climacteric care, Reproductive and functional medicine.
To ensure visibility beyond the website, I implemented:
Website SEO Optimization
Keyword-focused structure
Optimized headings (H1, H2, etc.)
Meta titles & descriptions
Service-based search intent targeting
Local SEO
Creation and setup of Google Business Profile
Optimization of business description and services
Location mapping and verification
Navigation & Accessibility
Clear contact information (phone, email, location)
Structured content for better indexing
Maps & Location Integration
Configured clinic location in Google Maps
Set up and linked location in Waze
Ensured easy navigation for patients
