Last updated: July 5, 2026
TL;DR:
- Semler Scientific, a medical device manufacturer focused on point-of-care detection of chronic disease, came to 3 Media Web with a corporate site its own team called “horrifying” and wanted a more credible digital presence.
- 3 Media Web redesigned the site for clarity, accessibility, and credibility, and built reusable content templates so the Semler team could publish detailed product and disease-education pages with confidence.
- The launched site is easier to read, modern, and accessible, with clearer product information and stronger educational content for patients and providers.
- Ongoing digital strategy work, keeping metadata current and adding target keywords, supports steadily increasing reach and search visibility.
- First impressions matter: according to web-credibility research in the Journal of Medicine and Life (Selejan et al., 2016), nearly 75% of people judged a site’s credibility on its visual design and presentation, the exact problem an outdated medical device site creates.
Semler Scientific, Inc. uses the latest medical and information technology to help providers and their patients detect early signs of chronic disease, with the flexibility to run tests directly at the point of care using portable, easy-to-use equipment. When a company’s technology is that advanced, its website needs to look the part, and Semler’s did not.
How to rebuild credibility when your website undercuts your tech?
You rebuild credibility by redesigning the site around clarity, trust, and the audiences who actually use it. Semler Scientific came to us with a corporate site the team described as “horrifying.” In the medical device marketplace, where customers, prospects, and patients weigh every signal, an antiquated design quietly works against an otherwise credible company. Semler wanted a vastly updated digital presence that matched the sophistication of its products, and that meant treating the redesign as a credibility project, not just a cosmetic refresh.
This is a familiar gap. According to web-credibility research published in the Journal of Medicine and Life (Selejan et al., 2016), nearly 75% of users judge a website’s credibility based on its visual design and presentation, with “design and look” the single most-cited factor (Selejan et al., Journal of Medicine and Life, 2016, via PubMed Central). For a medical device manufacturer, a dated site does not just look old, it raises doubt at the exact moment a prospect is deciding whether to trust the company.
What is a credibility-first website redesign?
A credibility-first website redesign is one whose primary goal is to make a company look and feel trustworthy to its real audiences, with visual polish, clear information, and accessibility treated as business requirements rather than finishing touches. For regulated, technical companies like medical device manufacturers, it means designing every page to remove doubt: professional visuals, well-structured product information, and content that proves expertise before a visitor ever reaches a form.
What did the redesign actually change?
The redesign transformed Semler’s digital experience from an outdated, hard-to-read site into a modern, accessible, credibility-first one. We engaged closely with the Semler team, iterated on design concepts, navigated leadership changes, and landed on an eye-catching composition that checked all of their boxes. We then paved the way for content by providing reusable templates for the site’s pages, so the team could publish consistent, professional pages without rebuilding layouts each time.
The new site highlights detailed product information, provides educational content on chronic disease, and is built to encourage user engagement and communication. The table below summarizes the shift from the old site to the launched one.
| Dimension | Before the redesign | After the redesign |
|---|---|---|
| First impression | Outdated design the team called “horrifying” | Modern, eye-catching composition built for a medical device audience |
| Readability and access | Hard to read, dated layout | Easier to read, modern, and accessible |
| Product information | Limited, hard to navigate | Detailed product pages with clear structure |
| Content publishing | No consistent system for new pages | Reusable content templates for the in-house team |
| Education and engagement | Minimal disease-education content | Educational content on chronic disease plus engagement-focused design |
This is the heart of custom web design at 3 Media Web: designing around a company’s real audiences and goals rather than forcing a brand into a generic template. It is one piece of our broader approach to building digital experiences for B2B and healthcare organizations.
We see the same pattern across regulated medical device work. In our work with Anika Therapeutics, a publicly traded regenerative medicine and medical device company (NASDAQ: ANIK), the science had evolved past the website: four disconnected properties and 350-plus pages of legacy content were fragmenting the brand instead of reinforcing it. 3 Media Web consolidated those four sites into a single platform, rationalized the 350-plus pages down to roughly 75 essentials (about an 80% content reduction), and streamlined the technical stack from 46 plugins to around 15. Just as important, a custom block library moved routine content updates from a multi-week vendor queue to same-day publishing, the same in-house independence the reusable templates gave Semler.
How does the site keep improving after launch?
The site keeps improving because launch is the starting line, not the finish. Our digital strategist works to keep Semler’s metadata current and to implement target keywords that lift the site’s visibility in search. We continue to execute digital marketing strategies that support the growth of the site and Semler’s wider digital presence, which has translated into increasing reach and ranking over time.
That ongoing work pairs SEO strategy with content marketing, two practices that compound. Fresh, well-structured content gives search engines more to index, and disciplined on-page SEO helps the right buyers and providers find that content. For a company in a competitive medical device market, that steady visibility is as important as the design itself.
When should a medical device firm redesign vs. refresh its site?
Refresh when the foundation is sound and the site mainly needs updated visuals, messaging, or content structure. Redesign when the site actively undermines credibility, buries product information, fails accessibility, or forces your team to depend on developers for routine updates. If, like Semler, your own team would call the current site “horrifying,” or if legacy content and technical debt have piled up the way they had at Anika Therapeutics, a full redesign usually costs less over time than repeatedly patching a broken foundation.
What makes a medical device website redesign succeed?
A medical device website redesign succeeds when it improves credibility, clarity, and findability at the same time, not just appearance. Three principles guided the Semler project and apply to most regulated, technical B2B redesigns:
- Design for trust first. In a market where buyers judge credibility in seconds, a clean, modern, accessible design is a business requirement, not a nicety.
- Equip the in-house team. Reusable content templates let a lean marketing team publish consistent product and education pages long after launch.
- Treat SEO and content as ongoing. Keeping metadata current and publishing useful content steadily grows reach instead of letting a new site stagnate.
Behind every project like this is a leadership team that treats clients’ digital experiences as growth engines. And yes, we still find time to have fun with our work, like the day we celebrated by announcing a brand-new currency.
Frequently asked questions
Who is Semler Scientific?
Semler Scientific is a medical device manufacturer that uses medical and information technology to help providers detect early signs of chronic disease. Its portable, easy-to-use equipment supports point-of-care testing, so tests can be performed directly where patients are seen rather than only in specialized settings.
Why did Semler Scientific redesign its website?
Semler Scientific redesigned its website because the previous corporate site, which its own team called “horrifying,” undercut the company’s credibility in the competitive medical device marketplace. The goal was a modern, accessible, professional digital presence that would be seen as trustworthy by customers, prospects, and patients.
What did 3 Media Web do for Semler Scientific?
3 Media Web redesigned Semler Scientific’s website for clarity, accessibility, and credibility, and provided reusable content templates so the in-house team could publish consistent pages. The launched site features detailed product information and chronic-disease education, and 3 Media Web continues to manage SEO and digital marketing to grow its reach.
Does website design really affect credibility?
Yes. According to web-credibility research in the Journal of Medicine and Life (Selejan et al., 2016), nearly 75% of people judge a website’s credibility based on its visual design and presentation, with “design and look” the most-cited factor. For a medical device company, an outdated design can create doubt before a visitor ever reads about the products or the science behind them.
How long does a medical device website redesign take?
It depends on scope. A focused refresh of an existing, healthy site can take a few weeks, while a full redesign with new architecture, custom templates, and content migration typically runs a few months. Regulated medical device projects add time for accessibility, compliance review, and detailed product content, so building those requirements in from the start, rather than retrofitting later, keeps the timeline predictable.
What happens to a website after launch?
A strong website improves after launch through ongoing strategy. For Semler Scientific, that means keeping metadata current, implementing target keywords, and executing digital marketing that steadily grows reach and search ranking. Treating a site as a living asset, rather than a one-time project, is what turns a redesign into durable visibility.
How 3 Media Web Can Help
If your website is stuck in the past, a modern redesign can give your online presence the credibility and clarity it needs, especially in technical and regulated markets where trust is earned in seconds. At 3 Media Web, that work pairs design, development, and strategy, guided by a Human and AI approach where expert judgment leads and technology supports it, including:
- Custom web design built around your real audiences instead of a forced template.
- Ongoing SEO strategy that keeps your metadata current and grows search visibility.
- Content marketing and reusable templates that help your team publish with confidence.
Don’t let an outdated site hold you back. Contact the 3 Media Web team to talk through a redesign that turns your website into a credibility-building growth engine.