A lab that stopped looking like a laboratory
Twelve years of clinical credibility hidden behind a site that read like a compliance document. We rebuilt the whole thing around one idea: results you can hold.
- Clinician conversion, from 0.6%
- 4.1%Clinician conversion, from 0.6%
- Time to find an assay
- -71%Time to find an assay
- Largest Contentful Paint
- 0.7sLargest Contentful Paint
The finding
Meridian converted 0.6% of clinician traffic. Interviews found the reason fast — specialists could not tell within thirty seconds whether Meridian ran the assay they needed. The information existed. It was on page four of a PDF.
Stack
- Next.js
- Sanity
- Algolia
- Vercel
What we did
- 01
Rebuilt the test catalogue as a filterable, deep-linkable index — 340 assays, each with its own URL and schema markup
- 02
New identity: a clinical navy softened by a warm paper ground, so the science reads accurate without reading cold
- 03
Ordering flow cut from nine steps to three, with saved requisition templates for repeat clinics
- 04
Static-generated pages behind a headless CMS so the lab's own scientists publish updates without a ticket
“We had been told our problem was traffic. Bingo showed us it was the fourth click. Fixing that was worth more than a year of ads.”
Similar problem?
Most of these started as a hunch that something was off.
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