Overview
Genesis is a fertility centre with a pre-implantation genetics lab of its own. Its patients arrive anxious and well researched, so the website has one job: to be calm, clear and credible from the first screen, and to make the next step obvious.
Trust before anything else
The first screen says the one thing a new patient needs to hear, that the clinic has led fertility care for 33 years, and backs it with the proof people look for: ISO, CAP and FDA marks, each with its five-star line. The look is medical without being cold: deep navy type, a single confident blue, and a round portrait of the care team framed by soft arcs.
Ten treatments, ten pages
Instead of one long page of medical terms, every treatment has its own page with a plain-language title and a one-line explanation: IVF with fresh embryo transfer, frozen embryo replacement, IVF with donor eggs, pre-implantation genetic screening (NGS), oocyte, semen and embryo cryopreservation, natural cycle IVF, intrauterine insemination, and ovulation induction.
The genetics lab gets its own story
The in-house NGS lab is the clinic’s strongest argument, so it is explained rather than just named. The screening page pairs the title and a one-line summary with a clear laboratory image, then hands the reader a direct way to talk to a specialist.
One clear path to a human
“Book an appointment” never leaves the screen: it sits in the header, in the hero, and in a side card on every treatment page that says “Receive a call from our fertility specialists.” Separate sections for infertility, becoming a donor and the blog serve the people who are not ready to book yet.
