Fine Line Clinical

What They Wanted

Fine Line Clinical is one of Northern Ireland’s premier doctor-led, aesthetic medical clinics. As a leader in medical aesthetics, Fine Line Clinical provides in-clinic treatments for patients and a range of exceptional skincare products to purchase online. The clinic also offers training courses for medical doctors to enter this field.

The original website did not reflect the client’s impressively high professional standards. It was outdated, lacked relevant content and did not have an online booking system or e-commerce shop. Fine Line Clinical was also in need of a brand refresh.

The business already had a loyal customer base, but needed a digital transformation and a renewed focus on online marketing as a revenue-driving tool to simplify the booking process.

What We Did

Discovery And Web Brief

The discovery interviews with the client and web brief creation were vitally important because they created a fundamental structure. The web brief informed everything that followed to ensure the client and end-user received precisely what they needed from the finished project.

 Brand Refresh

The brand refresh was an essential element in this project. The client wanted their branding to be stylish, sophisticated, clean and clear while showcasing their professional expertise in the sector.  Our team completed a logo redesign, changing the colour palette to more elegant colours and updating the font to add modern vibrancy to the branding. 


Following client interviews and an in-depth review of the existing online presence as part of our discovery process, the Grofuse team identified the core brand values, content requirements and user needs. Our copywriters worked closely with the client to create engaging content with clear and concise messaging and based on Grofuse’s keyword research for search engine optimisation (SEO). The content was also optimised to be more discoverable on search engines such as Google.

UX Design

User experience (UX) is one of the most significant factors that determine the success of a website. A website with a poor user experience will not only underperform but will also damage a business and brand in the long run.

Our team fused content, visuals, structure and navigation to give users a memorable experience. The website UX allows users to quickly find the information and products they’re looking for – increasing conversion rates and providing the user with a positive experience to increase brand loyalty.

Website Design And Development

To provide this client with the most powerful and customised digital marketing tools available, Grofuse opted for a fully custom responsive website design and development.

The team conducted an industry review which consisted of a thorough market analysis in order to ensure the new website reflected Fine Line Clinical’s position right at the forefront of their sector. This process led to laying the foundations for a stunning website design and free-flowing structure.

Online Booking Application

The information-to-conversion process needed to be seamless and clear. To achieve this, the team integrated a secure scheduling platform to display available services and appointment timeslots in real-time. This feature prevents double-booking and provides users with the most personal and accurate experiences.

E-commerce Store

Building a solid foundation with the website structure was critical to Fine Line Clinical’s long-term e-commerce success. The team implemented an online shop with features such as product variations, automated stock inventory and a secure payment system.

The Result

The result is a stylish, sophisticated and clear website which reflects the clinic’s strong credibility and expertise. Administrative responsibilities were significantly reduced as the booking system was automated. The client also created an additional revenue stream by selling their products online.

Owner of Fine Line Clinical, Lisa Simpson, said: “The quality of service from Grofuse has been excellent from the outset. They understood my vision and expectations for the type of site I required and delivered on every level. From graphic design to web build to e-commerce, every aspect was delivered upon. I am very happy that they could take my ideas and produce a site that is professional, encompassing and user friendly.

“I would strongly advise anyone seeking web design or digital marketing to speak with them as they are very accommodating in their approach. Their patience with my busy work schedule was appreciated and they kept the process as stress-free as possible. Thank you Martina, Lauren, Denis and Ian for the great work; the site is excellent.”

Fineline clinical website

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