Website concepts, version 1, August 2026
Three homepage directions, each a complete design system of its own. Open them side by side. Underneath there is a point by point comparison, and a real check of how a search engine and an AI assistant see you today.
An automated check guessed a domain from your name and found hilaryedwards.com, which is live and belongs to a different Hilary Edwards, a creative strategist in Michigan in the United States. Not one word, colour or image from that site was used here. If you do own a domain somewhere, that is worth two minutes of the call.
There is no site under your name in Australia, no Google business listing, and no logo anywhere to work from. So every colour and typeface on the three pages is a proposal, not your brand. Choosing between them is the single most useful thing that can come out of this call.
Your credentials, your career dates, both services, the free blood glucose monitor and the home and aged care visits were taken from your own published profile at Waverley Medical Centre. Your photograph is the headshot published there too.
This is a regulated health service, so no fee, no eligibility rule, no referral pathway, no registration number, no review, no patient number and no outcome appears anywhere on these pages. Anything that would normally sit in those places is marked draft or placeholder and needs your wording before it could go live.
Three directions, built the same week. Each has its own palette, its own pair of typefaces and its own layout language.
Direction one
Your name as the practice. Calm and clinical, credentials forward, a deep petrol and warm oat with one clay accent. Reads like a specialist's rooms rather than a wellness brand.
Direction two
Built around the part of the job you say you enjoy most. Warm sand, a heavy grotesque and a numbered spine. Speaks to the person holding a new diagnosis rather than to a referrer.
Direction three
The one that solves the real problem, which is that two completely different people call you. Someone living with diabetes, and a GP or facility arranging a medication review. Pick a door and the page changes underneath you.
All three carry the same short enquiry panel in the hero, the same two services and the same real credentials. Nothing on any of them sends anything anywhere.
Side by side
If somebody is told to go and see a diabetes educator, and they type your name into Google, what they find is a profile page on a medical centre's website and a second one that has already been taken down. There is nothing on the internet that is yours.
Here is what each of the three above changes, and what goes on underneath when one of them gets built.
Your whole presence is one profile page inside Waverley Medical Centre's website. You do not control the page, the wording, the photograph or what sits around it, and if you ever stop consulting there it goes with them.
One address that belongs to you, carries both of your services, and stays yours no matter which rooms you consult from.
Google still lists a Rowville Health specialists page for you. Click it and it returns a page not found, and you are not on their current team page either. Anyone who searches your name can land on a dead link today.
The concepts put the current picture in one place, so a broken page on somebody else's site stops being the thing people find.
The alt text on your headshot on that profile page reads mitch_image, left over from the template. That is the text a screen reader announces and the text Google reads to work out who is in the picture.
Every image on the three pages is described properly, including your portrait.
Nothing anywhere addresses a GP, a family carer or an aged care facility arranging a medication review. Your profile is written for a patient, so half of what you do is effectively unadvertised.
Direction three is built entirely around that split and asks which one you are before it says anything else. Directions one and two both carry the medication review work as a service in its own right.
There is no Google business listing for you anywhere within 40km, and no website. Somebody searching for a diabetes educator in Melbourne's south east cannot find you at all. Every enquiry you get has to come through a clinic or a referral.
A build puts you in front of that search, and answers the questions people type before they book anything. That is also what makes you quotable by ChatGPT and the rest, which is measured in the check below.
Every route to you runs through a clinic's phone line or booking system. There is no way for somebody to send you a question and get an answer from you.
All three carry a short enquiry panel in the hero. On the concepts it deliberately sends nothing, so you can try it safely. On a live build it reaches you directly.
There is no mark, no palette and no typeface associated with your name anywhere. Nothing to be recognised by, and nothing to put on a letter, a card or a report back to a GP.
Each direction proposes a complete look, including a wordmark set in that direction's own typeface. None of it is a logo you already own, so this is a genuine choice rather than a reproduction.
Every line above was read off the pages themselves on 24 August 2026, both yours and the three concepts, so you can check any of it while we talk. The search and AI search side is measured in the check below.
Your website today
Every Scalus site ships with the full search and AI search setup applied on day one. Here is what that covers.
That is not a bad position to be in. It means nothing has to be undone. Every item on the checklist below is built into a Scalus site from the first day, rather than retrofitted onto a site that was never set up for it.
