Designed and built a full Webflow site for a 12-year NYC acupuncture practice with a deep service offering

Nicole Miziolek has been running her own acupuncture and herbal medicine practice in New York since 2006. With 12+ years of clinical experience, two locations, and a service offering spanning fertility, pain management, dermatology, facial acupuncture, and classical Chinese herbalism, her practice had genuine depth and authority. Her existing site reflected none of it.

The challenge was not just aesthetic. Qi's service breadth is a strength — but only if it's communicated clearly. A prospective fertility patient needs to quickly understand that Nicole specializes in exactly that. Someone researching facial acupuncture needs to see it presented with the same confidence as the core clinical work. A generic wellness template loses those conversions before the patient ever reaches out.

Nicole needed a site that matched the seriousness and specificity of her practice — and made a patient feel they were in the right hands before booking.

Goals established at the start of the project:

• Communicate the full breadth and clinical depth of Nicole's practice without overwhelming prospective patients
• Give each service area its own dedicated page with distinct visual treatment
• Design custom hero animations for each service page to create immediate mood differentiation
• Establish a visual language that felt calm, grounded, and trustworthy without feeling clinical or sterile
• Create a clear path to booking across both Manhattan and Hastings-on-Hudson locations

The project was a collaboration from the start. Danielle Herman led the visual design direction — the overall aesthetic, palette, and layout system. The build and animation work fell to Grant to execute in Webflow.

The service pages were the most interesting design problem. Nicole offers a wide range of treatments — from classical acupuncture to micro-needling to traditional Chinese herbalism shipped worldwide. The instinct might be to unify everything under a single template. The better approach was to give each service category its own visual identity within a consistent system.

The hero animations on each service page were designed to establish mood before the patient reads a word. A prospective fertility patient and someone researching facial rejuvenation are in completely different mental states when they land. The animations are subtle, looping, and atmospheric — built to signal the tone of each treatment category rather than just decorate it.

The booking flow was integrated with Nicole's existing Jane App system, preserving the operational infrastructure she already had while giving it a far more polished entry point from the site.

Full Webflow Build — Designed in collaboration with Danielle Herman and built from scratch. No template. Every page purpose-built for a healthcare context.

Service Page Architecture — Dedicated pages for acupuncture, Chinese herbalism, facial acupuncture, fertility, internal medicine, and pain management — each with its own content depth and visual treatment.

Custom Hero Animations — Bespoke Webflow animations for each service page hero. Built to establish emotional tone and differentiate treatment categories before a patient reads any copy.

Booking Integration — Connected to Nicole's existing Jane App system for both Manhattan and Hastings-on-Hudson locations, maintaining operational continuity while elevating the patient entry experience.

Testimonial Architecture — Patient testimonials surfaced prominently, matched to relevant service pages rather than siloed on a single reviews page.

Mobile-First Responsive Design — Full optimization across breakpoints for a patient base that researches and books primarily on mobile.

The site gave Nicole a web presence that matched the clinical depth and authority she had built over 12 years. The service architecture makes her specializations immediately legible — giving each patient type a clear path to the treatment most relevant to them.

• Each service category presented with dedicated depth — fertility, herbalism, facial acupuncture, and pain management given equal visual and content weight
• Custom hero animations created mood differentiation across service pages — a meaningful UX distinction for a practice where patient trust is established before the first appointment
• Booking integration preserved operational continuity while dramatically improving the patient entry experience
• Ongoing relationship — Nicole continues to work with Grant for updates and new ideas as the practice evolves