Case study
MUDr. Martin Knoz, Ph.D.
- A digital presence designed to earn trust before the consultation
- Distinct personal brand in a crowded clinic market
- CMS-driven Webflow platform with SEO and analytics
Who is MUDr. Martin Knoz, Ph.D.
Martin is a plastic surgeon at St. Anne’s University Hospital in Brno. His practice is built around safety, precision and a natural result — and around making patients feel looked after from the first conversation.
I led strategy, UX, web design and Webflow development. The scope covered research, positioning, information architecture, wireframes, visual design, CMS, an SEO foundation and analytics. The project ran from February to August 2025. The live site is at martinknoz.cz.
The opportunity
The market was crowded with clinics that often looked interchangeable: similar visual language, generic claims and information-heavy pages that did little to reduce a visitor’s uncertainty.
I saw an opportunity to position Martin differently — and to make the website a long-term marketing platform rather than a static brochure. The primary conversion goal was clear: guide visitors towards booking a consultation.
- more personal than a clinic-first brand;
- more understandable than specialist-heavy medical communication;
- more credible through proof, education and clarity;
- more useful as a long-term marketing platform, rather than a static brochure.
Challenge
Plastic surgery is a high-trust decision. People do not choose a surgeon after reading one service page or seeing one polished photo. Martin needed a website that made his expertise, human approach and patient care easier to understand — not just a more modern visual identity — and a platform that could grow with his practice.
What did my systematic, strategic approach look like?
Research before design
I began with research rather than design.
First, I audited a broad set of direct competitors in Brno, Prague, elsewhere in the Czech Republic and internationally. From there, I built a SWOT analysis to identify the recurring patterns in the category and the areas where Martin could stand out.
Strategic principles
- Build a distinct personal brand instead of blending into the visual language of competing clinics.
- Communicate in clear, human language rather than unnecessary medical jargon.
- Use visual evidence, patient stories and practical explanations to reduce uncertainty.
- Create a content and technical foundation for SEO, education and future marketing.
Designing for different levels of confidence
A key part of the process was defining the audience before defining the interface.
I created audience personas representing younger patients researching aesthetic procedures, middle-aged patients weighing a significant decision, and older patients who may need especially clear reassurance and relatable references.
This changed the way I approached the site. Instead of assuming every visitor needs the same message, the experience needed to repeatedly answer a few fundamental questions.
Questions the site had to answer
- Can I trust this doctor?
- Is this procedure right for me?
- Will I be safe and properly cared for?
- What can I realistically expect?
- How do I take the next step?
What the experience prioritised
- Simple language and clear explanations
- Professional photography
- Patient references, and before-and-after content where appropriate
- Highly visible paths to contact
From strategy to structure
Once the strategic direction was aligned, I translated it into the site architecture and wireframes.
The content structure covered the complete decision journey: the homepage, individual procedures, before-and-after content, client experiences, pricing, blog, contact and Martin’s personal story.
Each major section had a role. Procedure pages explained and educated. The “before and after” and testimonial areas provided proof. The “About me” experience built credibility and personal connection. Contact paths converted interest into an actionable next step.
Throughout the project, Martin could review work directly in a shared Notion workspace and in Figma/FigJam. This made feedback part of the process, not a final-stage handover.
Visual direction
The visual direction deliberately avoided looking like another generic medical or aesthetic clinic.
The aim was to balance three things that are often difficult to combine in healthcare: professionalism, safety and a human presence. I explored multiple visual directions through moodboards, then used the selected direction to develop the wireframes into high-fidelity designs.
The design needed to feel polished enough for a premium service, but never distant or intimidating.
Development: turning the website into a working system
I developed the website in Webflow with the goal of giving Martin a platform he could build on independently.
The result was not just a visually refreshed site. It was an adaptable content platform designed to support future educational content, social activity and conversion tracking.
The finished build
- A responsive website across key pages and devices
- CMS collections for articles, authors, categories, before-and-after content, testimonials and pricing
- Filtering for before-and-after content, testimonials and pricing
- Contact forms and cookie consent
- Custom interaction and animation work
- A timeline for Martin’s story and horizontal content elements for procedure pages
- Technical SEO foundations: heading structure, metadata, alt text, WebP images and favicon
- Measurement foundations through GA4, Google Tag Manager and Google Search Console
Result
The project delivered a complete digital foundation for Martin’s personal brand: research-backed positioning, a clear audience strategy, a purpose-built user journey, visual design, a CMS-driven website and core measurement infrastructure.
More importantly, the website was designed around the real decision-making process of prospective patients. It gives visitors the information and reassurance they need before a consultation — and gives Martin a platform he can continue to develop as his practice grows.
Client feedback
“As the lead physician for science and research at the university Clinic of Plastic and Aesthetic Surgery at St. Anne’s University Hospital in Brno and the largest microsurgery center in the Czech Republic, I recommend Kamil Vítek as an innovative and creative website creator.”
MUDr. Martin Knoz, Ph. D.
Consultant and plastic microsurgeon at St. Anne’s University Hospital in Brno.