Direct2Care provides a virtual healthcare benefit for franchise and business owners supporting hourly teams. They serve QSR, hospitality, logistics, and trades, with clients including Chick-fil-A and McDonald’s franchisees.

I worked on this project in collaboration with RevSpark. While positioning and messaging were developed collaboratively, I led the visual design, UI systems, and the full Framer build.

At the time, Direct2Care had real traction. Sales were working. Referrals were coming in. But the website was not reinforcing the quality of those conversations.

Direct2Care operates in a healthcare-adjacent space. Prospects frequently assumed they were selling insurance. The sales team was spending valuable time correcting misunderstandings that the website should have handled upfront.

Messaging clarity was evolving. My responsibility was to translate that clarity into structure, hierarchy, and interaction.

This was not a cosmetic refresh. It required rethinking how the homepage and interior pages guide executive buyers from confusion to understanding.

As Derek put it:

“We know who we are now, and the website doesn’t reflect it.”

Objective: Reduce friction before sales gets involved.

Rebecca drafted the initial narrative direction to shape story flow. I translated that into structural layouts. From there, we iterated as a team.

Sections were trimmed, moved, reordered, and pressure-tested in live sessions with Derek.

My focus was:

• Section hierarchy

• Executive scanning patterns

• Proof placement

• Contextual CTA integration

• Visual pacing across the page

Conversion decisions were negotiated as a team, but I was responsible for how those decisions manifested in layout and interaction.

The goal was simple: a franchise operator should understand what Direct2Care is, who it’s for, and why it matters before booking a call.

Objective: Elevate perception without a full rebrand.

Derek wanted to retain the existing logo and core brand elements. The challenge was to modernize within constraints.

The new site emphasizes clarity, hierarchy, and specificity.

• Tighter messaging structure

• Clear industry positioning

• Stronger product framing

• Balanced light and dark system for improved readability

• Component-driven layout for consistency

The previous site reflected an earlier stage of the business.

• Broader enterprise language

• Less defined hierarchy

• Limited social proof

• Lower product visibility

• Outdated styling

As Derek put it:

“You put the old site next to the new one, and you just go, ‘How did we ever think that was okay?’ The jump in professionalism was immediate.”

Objective: Enable speed and internal ownership.

I migrated the site from WordPress to Framer and handled the full build.

This allowed for:

• Faster iteration

• Cleaner architecture

• Page-level scalability

• Easier internal updates

The relaunch happened ahead of a major conference where Direct2Care. The visual presence needed to match the level of conversation happening in that room.

The site now functions as a sales enabler.

Prospects land on the homepage and quickly understand:

• This is not insurance

• This is built for franchise operators

• This is credible

Internally, the modular system supports continued expansion without friction.