Centre for Sleep already had a website but it suffered from too much content and not enough focus. For the redesign I pared down the copy and really directed the sales funnel to the Book Appointment form which is the clinic's bread and butter. Reducing the content was a monumental task. It involved restructuring the site so that the services were easier to find and new ones could be added. I also had to work closely with the sleep doctors to optimize the content and ensure that the appropriate keywords were present. The design itself doesn't focus on people sleeping (which would be the obvious design choice). It focuses instead on the benefits of what having a restful sleep brings. Things like a healthy lifestyle, active living, and positive relationships with others.