Fresh Clinics supports nurses and doctors who run aesthetics clinics, with medical oversight, training, a community and the tools to grow. We rebuilt their website in Webflow from their own designs, as one site for Australia and the US, and have kept building on it since launch.
Fresh Clinics’ old WordPress site had grown hard to change: it lacked flexible templates, and every new landing page was a job. With an event next week and a campaign the week after, the marketing team needed to move quickly.
It also had to speak to nurses and doctors, in Australia and the US, where the rules on what a medical aesthetics business can say are very different. In Australia, health advertising rules mean no medicines are named at all, and every page had to stay within them.
May to November 2025
We started in May 2025 with a plan for one Webflow site serving both markets, with HubSpot kept as the CRM and a component system for fast landing pages. While Fresh’s designer worked on the new site in Figma, we built a small US microsite in July so their American launch didn’t have to wait.
November 2025 to February 2026
We built the site in Webflow from the designs, with every page in both versions, and moved the blog and resources across from WordPress. After a month of testing on staging, it went live on 3 February 2026.
February 2026 to now
Since launch we’ve kept adding what the marketing team needs, from new pages for doctors and the US market to gated resources and an automatic events feed, then trained the team to build pages themselves.
Fresh works with nurses in Australia and med spas in the US, and the two markets use different words for the same thing. Rather than two sites, it’s one Webflow site with two versions: the US at the root, Australia under /en-au, each with its own page addresses, so “start a med spa” in the US is “start a cosmetic clinic” in Australia.
Visitors are sent to the right version for their country when they arrive, and if they choose the other one, the site remembers their choice. Search engines are told which version is which, and the old Australian domain now points to its own version.
Medical aesthetics is tightly regulated, particularly in Australia, where health advertising rules mean the site names no medicines and makes no claims about treatments. The pages talk about oversight, training, community and compliance instead.
The brief also ruled out stock photography, so the images are of Fresh’s own nurses, doctors and events. Compliance wording is written to work across every state, and cookie consent was set up with Fresh’s privacy advisers after launch.
Years of articles lived on the old WordPress site and brought in a steady stream of nurses searching for help. We moved more than 150 of them into Webflow’s CMS, and set up 324 redirects so every old address lands on its new home.
FAQs are stored once in the CMS and shown on the pages they belong to, more than 90 of them, written with Fresh’s SEO agency to answer the questions nurses actually search for.
Fresh runs its marketing from HubSpot, so the new site fits around it. HubSpot forms sit on every page, sending enquiries straight into the CRM, and gated resources have their own preview, form and download pages so each lead is captured properly.
Fresh runs hundreds of events a year, and they’re created in HubSpot. Rather than typing them in twice, an automatic sync runs twice a day and brings every event, speaker and sponsor into the site’s event calendar.
The point of the rebuild was speed: an event next week shouldn’t need a developer. The site is built from components the marketing team can put together into new landing pages, and after a series of working sessions and training, Fresh’s designer builds pages herself.
We still build the bigger pieces, such as new sections, integrations and pages for new markets, while the team handles the day-to-day.
“You guys should be so proud of yourselves. It looks amazing!”