The problem
An Adelaide cosmetic day-surgery practice had procedure pages that converted unevenly — some held, some leaked. The pages had been built piecemeal over two years and didn't share a layout system, so paid traffic landed on inconsistent funnels.
The constraint
Procedure pages built piecemeal over years drift in conversion shape and policy treatment. The fix isn't another design tweak — it's a shared conversion-path system where cooling-off, imagery and consent are designed in at layout, not bolted on at sign-off. AHPRA's revised cosmetic guidance is the audit floor; the lift came from treating compliance as a layout constraint, not a publication checklist.
The approach
We rebuilt the procedure-page system as a shared layout with cooling-off and consent designed into the conversion path. Copy was reviewed against the revised standard before any A/B test went live. Tracking was wired in clean so the lift was attributable, not assumed.
The outcome
Page-level conversion up 22% across the rebuild window, sustained into the next quarter. Six procedure pages now share the same layout and policy footprint, and the system has absorbed two new procedure categories without a rebuild.