In an effort to provide clear direction I made the navigation as minimal as possible. Providing critical information on the homepage was key. Users would rather scroll than click.
As Shakespeare said, "brevity is the essence of wit."
We often hear "too long, didn't read", so I wore the hat of copy writer as well - ensuring the verbiage was as concise as possible.
Users want nice images and feel cheated if you don't invest in professional photos, so I hand selected (within budget) assets that channeled the doctor's specialization.