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The Allergy & Asthma Group of Galen

The Allergy & Asthma Group of Galen needed a website that made it easier for patients to take action.

While the previous website included helpful information, the user experience made navigating the site more difficult than it should be.

Scheduling an appointment wasn’t intuitive, and the home page didn’t clearly explain who The Allergy & Asthma Group of Galen is.

The goal was to simplify the user experience, improve navigation and create a clearer path for both new and returning patients, while aligning with branding standards and WCAG 2.1 guidelines.

Key Discovery:

As we evaluated the site, we found several core issues that were creating friction for users.

The biggest challenge was clarity. Users were being asked to take action before fully understanding who the practice is or what to expect as a patient.

Some of the main gaps included:

  • No clear introduction to The Allergy & Asthma Group of Galen on the home page
    • A confusing scheduling process that didn’t clearly distinguish between new and returning patients
    • Too many competing calls to action, particularly on provider and location pages
    • Content scattered across multiple pages and not organized in a way that was easy to navigate

Together, these issues created a fragmented user experience that made the site harder to interact with and understand.

Our Solution:

We focused on simplifying the experience and guiding users more clearly at every step in the patient journey.

UX & Navigation Improvements

We optimized the site to make navigation more straightforward.

For example, the main locations page now clearly lists all clinic locations at the top, with anchor links guiding users to specific location information. From there, users can click into detailed individual location pages, improving both the user experience and SEO.

Provider pages were also simplified to reduce competing calls to action and create a more focused experience. The main provider page used to have multiple CTAs for each provider (such as “Learn More” and “Book Appointment”), which made the page feel crowded and created decision overload. Now, each practitioner is featured on the main provider page, with links to dedicated profile pages where users can view bios, learn about the provider and schedule an appointment.

These updates help users find what they need more quickly without feeling overwhelmed.

Streamlined Scheduling Experience

One of the biggest improvements was redesigning the appointment scheduling flow across the site.

Previously, users were directed to a general request page that wasn’t clearly tailored to new or returning patients. While paragraph text explained each path, it wasn’t easy to scan or quickly understand the next step.

The updated site introduces a scheduling page with two distinct image callouts that guide patients to the right resources more easily. Returning patients are immediately directed to the patient portal, while new patients are taken to a page explaining what to expect during their first visit and allowing them to schedule directly with a provider. This was designed with mobile users in mind, as analytics show that most of the Allergy & Asthma Group of Galen’s patients book appointments on mobile devices.

Stronger Calls to Action

We added clearer and more consistent scheduling prompts throughout the site to create a smoother user experience.

Calls to action are now placed strategically across pages, including a constant “Schedule Appointment” subfooter callout. CTA design was also updated to better align with The Allergy & Asthma Group of Galen’s branding guidelines, creating a more cohesive experience.

Content Cleanup & Restructuring

We reviewed and consolidated on-page content to reduce clutter and improve the site’s structure, making it easier for patients to find information.

We also removed outdated forms that now live in the patient portal for a more seamless experience.

Visual Design Updates

The updated design brings greater consistency and stronger alignment with The Allergy & Asthma Group of Galen’s branding. We introduced full-width imagery and branded overlays on select photos for a polished, cohesive look. Overall, the design is more modern and functional, moving away from a boxy layout toward a lighter, more open structure with softer shapes and improved visual engagement.

We also continued incorporating Chattanooga imagery (such as the walking bridge) to emphasize the practice’s local presence and the providers’ “Chattanooga’s Best” reputation.

Home Page Content Improvements

Users now get context before being asked to take action. Previously, the hero section led into the pollen count, followed by options to find a clinic and view providers, without clearly introducing the practice. We added content near the top of the home page to better explain who The Allergy & Asthma Group of Galen is.

A new locations section also improves usability and supports local SEO through internal linking, making it easier to quickly see where clinics are conveniently located. The heading, “Find an Allergy Clinic Near You,” links to the main locations page, with individual city links below leading to specific location pages.

Service Page Enhancements

The services page is now more visual and easier to scan. Instead of buttons or text links, we introduced photo callouts to help visitors quickly understand their treatment options.

Accessibility Considerations

An important part of a website’s user experience is ensuring it is accessible to all users, including the estimated 70 million Americans with disabilities. The website was designed with WCAG 2.1 guidelines in mind, while staying true to branding standards.

Since the brand’s yellow does not meet WCAG contrast requirements, we avoided using it for text and reserved it for decorative purposes. We leaned more heavily on accessible green and darker blue tones throughout the site. A lighter green used on the old site was removed due to accessibility concerns in favor of a darker, compliant green.

We also used accessibility tools to find and fix foundational compliance issues, and we have implemented ongoing monthly monitoring to support long-term accessibility and ensure future updates remain compliant.

The Results:

After launch, the site showed clear improvements in engagement and organic performance.

• Organic traffic increased year-over-year (3,672 to 3,788 from Jan–Mar)
• The locations page saw a 31.43% increase in organic traffic in the first full month.
• In the first month post-launch, year-over-year, Individual location pages saw strong organic growth: Chattanooga (+16.98%), Dalton (+29.73%), Cleveland (+67.86%), Fort Oglethorpe (+28.57%) and Hixson (+42.11%).
• The main provider page saw a 133.33% increase year-over-year in organic traffic the first full month post launch
• The overall organic bounce rate improved the first full month by 5.3%.

These results reflect a smoother user experience and clearer paths to action.

Why This Matters:

For healthcare websites, usability directly impacts whether someone schedules an appointment, and even small points of confusion can lead to drop-off. When a website is easy to navigate, potential patients are more likely to take the next step in seeking care. Clarity builds trust and credibility, reduces stress and helps speed up decision-making when information is easy to find.

By simplifying navigation and improving content structure, The Allergy & Asthma Group of Galen’s site now more effectively guides users from their initial visit to scheduling an appointment.

Check out The Allergy & Asthma Group of Galen’s website.

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