Rebuilding a MedTech website for its first commercial markets

FeelTect was moving from an earlier-stage technology proposition into its first commercial markets. Tight Alright became commercially available in Switzerland in October 2025 and in the USA in March 2026, the first markets where the product could actually be purchased.

That changed the website's job. It could no longer simply introduce FeelTect and its technology. It had to help a healthcare professional understand the clinical problem, how Tight Alright works and the evidence behind it, while helping partners and stakeholders see what FeelTect was doing, where it was active and how to engage.

The site had to explain, educate, build credibility, guide and convert, all without overwhelming the visitor. And with no external developer involved, I had to carry the marketing and UX requirements through to practical implementation myself using a no-code workflow.

Healthcare professionals need to understand the problem, the product, its clinical relevance and the supporting evidence, so clinical information had to be accessible without burying the core proposition under technical detail. Their journey runs problem, solution, evidence, confidence, action.

Clinical stakeholders and partners care about FeelTect's technology, activity, events and opportunities to engage, which makes broader company and activity content matter beyond a single product page. Investors and business stakeholders arrive with different requirements again, particularly around the company and the commercial opportunity.

That set the key principle behind the rebuild: accommodate different information needs without creating disconnected experiences. The architecture had to help each visitor self-select the information most relevant to them.

The interface work served the UX strategy. Headings, sections and supporting content were structured so visitors could scan pages before committing to deeper reading, with important messages, evidence and calls to action given appropriate prominence.

Consistent typography, spacing and section structures created a predictable experience across pages, product and brand imagery made the technology tangible, and reusable Elementor components kept the build consistent. Layouts were adapted across desktop and mobile breakpoints so the information hierarchy held on every screen size.

The visual system supported three priorities: clarity, credibility, conversion.

The architecture only worked if the content answered the questions visitors were actually trying to solve. Compression therapy is a complex clinical area, so leading with technical product claims would ask visitors to understand the technology before understanding why it matters. The product messaging opens with the underlying problem instead.

One example: you can't optimise what you can't see. From there the product is introduced as the answer, through live pressure tracking during application, continuous monitoring across the treatment cycle and objective data for clinical decision-making. The sequence runs recognise the problem, understand the limitation, meet the solution, understand the value, consider the next step.

The order of the copy was deliberate throughout. Problems came before detailed product explanation, benefits connected to user needs, evidence appeared where it could support credibility, and CTAs followed sufficient context.

SEO went in while the pages were being built: heading hierarchy, metadata, image alt text, internal linking, page structure and content organisation. Google Search Console monitored indexing and showed which queries the website surfaced for.

This mattered as FeelTect entered commercial markets. The website had to communicate well once someone arrived, and it also had to be discoverable by the audiences searching for the information in the first place. I have not claimed a specific ranking improvement, because I do not have the evidence to attribute one directly to the rebuild.

The build produced a homepage with a clearer product-led entry point, a dedicated events and conferences destination, a careers page the site never had, a home for the 15-episode educational video series, a testimonials page carrying clinical trust signals, and a focused conversion landing page for the clinical immersion programme.

Screenshots flatten a website, so these are screen recordings of the pages as they shipped. Judge the scroll rhythm, the information order and where the trust signals landed.

A website can look professional and still create unnecessary friction. The most important improvements came from asking what the visitor needs to know, what question they are trying to answer, what evidence will earn their trust, and what they should do next.

When a product is difficult to explain, information architecture becomes part of the marketing strategy. The order of the content decides whether someone understands the problem before being asked to understand the technology.

I did not need to be a traditional developer to own the digital experience. With WordPress and Elementor Pro I could carry the work from strategy and content through UI implementation and measurement, which turned the website into commercial marketing infrastructure rather than a digital brochure.