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edical and health-related websites often lean heavily toward functionality and compliance, sometimes at the expense of personality and user experience. But that doesn’t mean they have to feel cold, outdated or difficult to navigate. When New Zealand-based training provider Pro+Med approached Visual Targets, they were ready for a complete digital transformation, one that would better reflect the professionalism, energy and scale of their services.
The result was a modern, colourful and highly functional WordPress website designed to support everything from first aid training bookings to event medical services and patient transport enquiries.
The Story of Pro+Med NZ
Pro+Med NZ is a New Zealand company specialising in health and safety solutions, first aid training, event medical coverage and patient transport services. They also work with schools to provide healthcare-related training pathways for students interested in the industry.
We were introduced to the Pro+Med team through one of our existing clients in the first aid sector, who recommended Visual Targets after working with us previously. At the time, Pro+Med’s website was narrow in layout, visually dated and on a pre-WordPress platform, making updates and scalability difficult moving forward.
The business itself had grown well beyond what the old website could support. Their services were extensive, their team was highly professional, and their branding already contained strong visual potential; it simply needed to be brought to life online.
Our mission was to rebuild the website from the ground up in WordPress, creating a platform that felt modern, trustworthy and engaging while still maintaining the clarity and precision expected within the medical field.
Websites have to display well on a variety of resolutions, and widths of monitors / device screens – which all continue to rise in size.
The Challenges and Opportunities
Avoiding a sterile design and instead making something memorable
Many medical websites tend to play it safe visually. White backgrounds, minimal imagery and conservative layouts are common because users often prioritise information over design. However, with Pro+Med NZ, we saw an opportunity to do something different.
Their branding already featured strong colours within the logo, so instead of avoiding them, we leaned into them completely.
Previous Website:
New Website:
We used the logo colours as the foundation for the entire site structure, creating tinted sections, layered patterns and smooth angled shapes throughout the design. These visual transitions helped separate content naturally while making the site feel far more dynamic and engaging.
The challenge here was balance. By committing fully to the colour palette and maintaining plenty of white space around content, the final design achieved both clarity and personality.
We wanted the website to feel bold and modern without losing the clean, professional look expected from a medical organisation
Rebuilding the Website in WordPress
The original site was using a rigid platform, which made editing content and scaling the website unnecessarily difficult.
We rebuilt the entire website in WordPress using a structured and consistent layout system. Instead of designing every page differently, we created flexible templates that could be duplicated and adapted across the site. Banner heights, spacing systems and content structures were standardised to maintain a cohesive visual experience from page to page.
This consistency became especially important because the website contains a large amount of information across multiple services, forms and enquiries.
The result is a website that not only looks polished but is also much easier for the Pro+Med team to manage moving forward.
Managing Complex Search Functionality
search bar with numbers
One of the more technically challenging aspects of the project was the website search functionality.
Because Pro+Med offers such a wide range of courses and services, the search initially returned far too many unrelated results. Users searching for specific training standards or qualifications were receiving cluttered and unhelpful outcomes.
To solve this, we implemented a more refined search system with restrictions and filtering logic to improve the accuracy of search results. This required custom coding support and collaboration with our trusted developer network to ensure the functionality worked correctly without compromising speed or usability.
While this feature sits quietly in the background, it significantly improves the overall user experience.
Designing for Multiple Services and User Types
Pro+Med NZ doesn’t just provide one service. Their website needed to support:
- First aid and health & safety training
- Event medical services
- Patient transport services
- School and student training pathways
- Career opportunities
- General business enquiries
Each service required its own clear pathway while still feeling connected to the overall brand.
To help guide users efficiently, we implemented multiple customised forms throughout the site, including conditional contact forms with dropdown selections. This allows enquiries to be automatically directed to the correct department or team member, saving time internally and improving response efficiency for users. We also introduced stronger visual storytelling through larger imagery, video content and a prominent client logo wall on the homepage to build credibility quickly.
Custom Icon Design
To further strengthen the branding, we designed a series of custom icons specifically for the website. Pro+Med supplied the service categories and values, and we created the graphics to match the new visual direction of the site. These icons helped simplify complex information while giving the website a more polished and professional identity overall.
The Results
The finished website feels like a complete evolution of the Pro+Med NZ brand. It is cleaner, more engaging, easier to navigate and far more reflective of the scale and professionalism of the company today.
The Pro+Med team were extremely happy with the final result, particularly the way the design balanced professionalism with strong visual identity. Since launch, we’ve continued working with them on ongoing improvements, including integrating email marketing systems into the website.
Projects like this are a great reminder that even industries known for conservative design can benefit enormously from bold, thoughtful branding and user experience decisions.
If your business website feels outdated, difficult to manage or no longer reflects the quality of your work, the team at Visual Targets can help. From strategic design thinking to custom functionality and ongoing support, we create websites that are both visually impactful and built to perform.
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Marie Rene | LinkedIn
