- Webflow
- SEO
Make a different model of care easier to understand.
We helped The Lanby explain its membership model online, from search content and membership pages to a quiz and dedicated pages for its care offerings.
- Industry
- Healthcare
- Market
- New York City
- Services
- Webflow, SEO
Starting point
A membership care model needs a clear explanation: what is included, who it helps and how to take the next step.
What we did
We worked on content structure, membership pages, a quiz and dedicated service pages.
Results
Visitors can explore the care model through the membership experience, a quiz and dedicated pages for four care offerings.
Explain a different way to receive care
The Lanby brings primary care, functional medicine and wellness into one membership. For a prospective member, that raises practical questions: what is included, how does it compare with other options, and where should I start?
Our early work combined search research with a review of the website experience. The aim was to help people discover The Lanby through relevant questions and then give them enough context to understand the care model. Local-search recommendations addressed its New York presence; the website work addressed the decision that followed discovery.
Make useful content easier to read and maintain
We developed blog article and membership-page experiences in Webflow. The article structure included an automatically populated table of contents, with guidance for the team on organizing content so that the navigation and headings worked together.
That mattered for a business explaining an unfamiliar service. A reader should be able to find the part of an article that answers their question, while the editorial team should have a consistent way to build the next one.
The Webflow work continued as the offering evolved, with changes to membership information, service pages and supporting content.
Give visitors another way into the conversation
Not every visitor was ready to become a member. We built a quiz in Tally that connected different responses with different aspects of The Lanby’s care approach. It offered an entry point for people still exploring how the service might fit them.
The quiz translated the broad membership proposition into a more personal starting point. Instead of asking every visitor to make the same decision immediately, it helped them explore the parts of the care approach connected to their own interests.
Give each offering room to be understood
As The Lanby’s services developed, the website needed to explain more than the overall membership. We delivered dedicated pages for Primary Care, Functional Medicine, Wellness and Just The Labs.
The result is a more specific way to explore The Lanby: useful content for discovery, a membership experience that explains the model, and dedicated pages for the care options people are considering. Each gives a prospective member more context for their next conversation with the team.
