Web Design
User Journey Mapping
Development
Content Creation
Year
Client
Website
NTTC's clinical reputation and practitioner credibility were well established, but the business lacked the digital and commercial infrastructure to convert that demand predictably.
One entry point, three audiences: Parents, adult patients, and practitioners were funnelled through the same website experience, creating confusion and inconsistent conversion. Adults in particular felt underrepresented, with no clear framing for their symptoms or next steps.
No unified commercial system: Patient and practitioner pathways lacked structured steps, automated nurturing, or pipeline visibility, leaving conversion reliant on manual follow-up.
Capacity strain on leadership: Senior clinicians remained deep in day-to-day delivery, limiting the time available to build scalable content, partnerships, and education programming.
An under-leveraged referral network: NTTC's professional relationships with IBCLCs, SLTs, dentists, and universities were strong but informal, with no system to track or scale them.
Without a clearer structure, NTTC risked capping its own growth, both in the clinic and across the Tongue Tie Toolbox.
We began with a full diagnostic of NTTC's readiness across seven commercial levers, from leadership and liquidity to sales and systems. This baseline, combined with prospect experience workshops, confirmed that NTTC's three audiences, parents, adults, and practitioners, needed distinct pathways rather than a single shared journey. This work was captured in NTTC's Digital Growth Blueprint, defining three dedicated “Start Here” pathways and a five-stage practitioner Education Ladder.
As NTTC's team led the redevelopment of their own landing pages and website content, our build work focused on the systems underneath: implementing tracking and data infrastructure across GA4, CRM, and event tracking, so that all new assets were measured accurately and attribution was clear from launch. We also guided NTTC's team on landing page structure and website journey design, ensuring their in-house build stayed aligned with the pathways defined in the Blueprint.
NTTC's Grow phase is now underway. We've taken over management of paid advertising campaigns, tasked with driving new bookings and enquiries into the clinic. As this phase is still in its early stages, results aren't yet available to report, but the shift to CSM-led campaign management marks NTTC's transition from strategy into active demand generation.
/KEY OUTCOMES/
Our collaboration gave NTTC a clear, board-approved roadmap for unifying its clinical and educational growth, replacing ad hoc referrals and a single-entry website with distinct, trackable pathways for every audience it serves. The project demonstrated how a rigorous diagnostic and structured pathway design can turn strong underlying demand into a scalable, forecastable commercial engine, laying the foundation for NTTC's execution phase.
Dedicated audience pathways designed (Parent, Adult, Practitioner)
Stage Education Ladder built to guide practitioner progression, from free resources through to alumni
Tracking and analytics systems implemented (GA4, CRM, event tracking) to give NTTC full attribution across its new digital assets