Dr Brad Gilpin

https://drbradgilpin.com.au/

Overview

Dr Brad Gilpin is a fellowship-trained orthopaedic surgeon in Brisbane specialising in hand, wrist, elbow, and shoulder conditions. The project involved designing and developing a professional website that reflected his expertise while maintaining a warm, patient-focused tone to support both new and referred patients.

Role

Web Designer (Figma mockups for client approval)
Web Developer (WordPress implementation using Bricks Builder)

Challenge

The client needed a website that:

Balanced professionalism with warmth, ensuring trust while still being approachable.
Differentiated his practice within the Brisbane Upper Limb Clinic by adopting a lighter, friendlier design.
Presented complex medical information clearly and accessibly, especially for older patients.
Highlighted his areas of surgical expertise while guiding patients to booking and resources.

Audience

Primary: Adults with hand, wrist, elbow, and shoulder conditions; patients needing surgical intervention; sports injury patients; individuals with arthritis or degenerative conditions.
Secondary: Referring doctors and specialists, physiotherapists, hand therapists, families of patients, and workers’ compensation patients.

Process

Discovery & Requirements

Analyzed the design brief and compared example sites provided by the client.
Identified direction: clean medical aesthetic with lighter tones, approachable imagery, and easy-to-navigate structure.

Design (Figma)

Designed a desktop-first homepage mockup.
Balanced blue/black brand palette with softer tones for readability and warmth.
Integrated professional photography, supported with stock imagery for conditions and procedures.
Applied clear hierarchy for navigation: About, Conditions, Patient Info, FAQs, Contact.

Development (WordPress + Bricks Builder)

Translated approved Figma design into a responsive WordPress site.
Built structured pages for specialties (hand & wrist, elbow, shoulder), ensuring consistent layout.
Integrated contact details, practice locations, and referral information prominently.
Optimized accessibility for readability, especially for older patients.

Testing & Launch

Conducted cross-browser and device testing for responsiveness.
Ensured accessibility compliance with color contrast and typography.
Implemented SEO optimization for conditions and Brisbane-specific orthopaedic keywords.

Tools Used

Design: Figma
Development: WordPress, Bricks Builder
Assets: Client-provided logo, professional photography, complementary stock imagery
Other: Accessibility and SEO checks

Result

Delivered a professional and approachable website that positions Dr Gilpin as both an expert surgeon and a compassionate care provider.
Improved clarity of patient pathways with structured sections for specialties, resources, and booking.
Strengthened patient trust by combining professional branding with human-centred design.
Provided a reliable platform that supports referrals, patient education, and appointment bookings.

Let’s bring your vision to life.

Whether you’re starting from scratch or need a fresh new look, I’d love to help you build a website (and brand) that truly reflects who you are.