TriaVision

TriaVision is an eye care practice offering everything from routine exams through specialty and surgical care. Their site describes a practice spanning thirteen clinic locations across the Birmingham metro area, with a dedicated surgery center.

That scale is the whole design problem. A single-location practice needs a website that says who it is and where. A thirteen-location practice needs one that answers a harder question: which of these places should I go to, and which doctor am I seeing when I get there?

What the site has to do

Three different people arrive at a site like this and want different things.

A patient wants to find a clinic near them, work out whether it does the thing they need, and book. The site handles that with a locations directory, a Find a Doctor tool, and online scheduling — so the booking happens on the site rather than ending in a phone number and an opening-hours problem.

An existing patient usually wants something small and specific: reorder contacts, pay a bill. Both have their own entry points rather than being buried in a contact form, which keeps the routine transactions out of the way of the people still deciding.

And a referring optometrist is a different audience entirely — not a patient at all. The site gives them their own section, alongside a Practice Options page serving practice-acquisition audiences. Those are business-development audiences most medical sites do not serve at all, and putting them behind their own navigation keeps them from cluttering the patient path.

Structure over persuasion

There is a temptation with a practice this size to build a site that mostly reassures — photography, credentials, a long about page. TriaVision's site does carry a testimonials section and a blog, but the bulk of the structure is navigational: locations, doctors, services, scheduling, billing, referrals, careers.

That is the right instinct. When someone has thirteen places to choose between, the most persuasive thing a website can do is help them choose quickly. Trust is built by the site being easy to use, not by telling the visitor they should trust you.

The locations directory, not just a list

Most multi-location sites solve this with a single "Locations" page listing addresses and nothing else. TriaVision's site pairs a locations directory with a Find a Doctor tool, so a patient can narrow by more than a name on a map.

The stronger version of that pattern — a full page per location, with its own staff and its own detail — is the same argument I make for service-area pages: a location page that exists anyway may as well be built to rank on its own. It's the right instinct for any practice with more than a couple of locations to sort between, whatever form the directory itself ends up taking.

Visit the site: triavision.com