m|devices

m|devices had a wide product range and sold across Australia. Its old digital base could not support all of that work at once.

The Australian firm makes medical products for bladder care, airways and access to veins. It grew from a small family firm into a national supplier. The site and tools had not grown with it.

The job was more than site care. The new base had to serve health staff and the public. It also had to hold products, paid ads, content and new work over time.

The old site

An earlier agency project had not given the business the clear form or easy use it needed.

• Weak page meaning for search tools
• A broken menu path through a growing product range
• Content with no clear order
• Paid ads that brought too few useful actions
• Different paths for health staff and the public
• A content system that was hard to grow
• No clear split between clinical buyers and home users

The old site also did not match the care shown in the firm's work. In health care, people need clear facts and a path they can trust.

The aim was not a new coat of paint. It was one useful platform for health staff and home users.

How we worked

We changed the full work and user path, not just the look.

• Clear paths for health staff and home users
• Page meaning and form that search tools can read
• Content parts that the team can add to
• A new set-up for paid ads
• An easier path through a large product range
• The same brand rules across the platform

The site had four jobs. It had to teach health staff, show products, bring in leads and support the team. It could not be just a brochure.

A new site base

We rebuilt the platform in Umbraco, the tool the team uses to manage site content. Its parts can support more pages and products over time.

• One fresh look for clinic and home use
• Shorter customer paths
• A clear order for products and health guides
• Product groups built from parts that can be used again
• Content blocks the team can change without a coder

A large drop-down menu made the growing product range and guides easier to scan. The front of the site had to feel right for a clinic, work for more people and stay simple to use.

Two kinds of user

The site needed a path for home users without making the clinical path less clear.

• Health staff and buying teams needed clinical terms, clear product search and proof
• Patients, carers and home users needed plain words and a simple menu
• Each group needed its own content, menu and product path

We split the two paths but kept one brand and one platform. Each group could reach the facts made for them.

Clear content for search

The old site did not give search tools a clear view of each page and its meaning. We rebuilt that base.

Search set-up

• Clear title and detail data on each key page type
• Cleaner paths for search tools to scan and store pages
• Search code clean-up in Umbraco
• A better order for headings and content
• Page forms that web and AI search tools can read

We did not build pages around single search words. We made each product and topic clear, linked and easy for search tools to find.

Paid ads

We also rebuilt the ad set-up. Earlier ads reached the wrong groups, used spend poorly and brought mixed lead quality. The team could not see enough of the path.

• Google Ads split for clinic and home groups
• Meta ads split by group, with new ad art and words
• Action tracking across each paid channel
• Spend guided by lead quality, not just visit count

The goal was not more visits at any cost. It was more useful leads and a clear view of each paid route.

Use and ad tracking

We added set tracking across the platform. It shows how people use the site, where they act, how an ad route works and where a page path may fail.

The team could then use live site data when it chose what to change next.

Access for more people

Access needs shaped the design and code from the start.

• WCAG 2.1 access rules built into the design and code
• Strong colour contrast for clinic and home users
• Easy-to-read type and menus
• Screen reader support and headings in the right order
• Shared page parts that keep the same access rules

What changed

Site and ad tracking showed gains in use, ad results, menu clarity, search reach and customer paths.

• More use and fewer quick exits
• Better ad use on Google and Meta
• Clear paths for clinic and home users
• More steady search reach
• An easier way for the team to manage content
• An Umbraco base that can take more pages and products

The business also had one platform it could add to, rather than start the base again for each new need.

Why the setting matters

A health site serves many people: doctors, health staff, buying teams, patients and carers. Each one needs clear facts and a safe, easy path.

The job was not just to make a modern site. It was to build a base for new work, fair access, clear search and trust without more steps than people need.

The project took a complex product range and gave each user a simpler path through it.

The key point

A new look alone could not fix the old site. The user paths, content order, menu, product groups and tracking all had to work as one.

The result is a clearer health platform built around how clinic and home users find products and facts.