Nutritionist Website
Design and development of a landing page for Lucía Fernández, a clinical and sports nutritionist in Tucumán, Argentina. Goal: convert Instagram visitors into patients.
Role
Design + Dev
Duration
3 days
Stack
HTML/CSS/JS
Hosting
GitHub Pages
Year
2026
The Context
Lucía Fernández is a clinical and sports nutritionist with a practice in Yerba Buena, Tucumán. She was seeing patients in person but wanted to expand online to reach people outside her geographic area.
Her main acquisition channel was Instagram, where she had an active following. The problem: there was nowhere to send them that conveyed professionalism and made direct contact easy.
Three main challenges
Designing without visual assets
No logo, no professional photos, no prior visual identity. The design had to work through typography, color, and spacing alone. This forced very deliberate decisions about visual hierarchy and tone.
100% mobile traffic from Instagram
Most visitors would arrive from Instagram on mobile. Designing for small screens first wasn't a preference but a requirement. Every section had to be readable, scannable, and actionable with a thumb.
Tight budget and short deadline
No hosting budget and a 3-day deadline. Every technical decision had to be efficient: one file, no dependencies, deployed for free on GitHub Pages.
Design Decisions
Decision 1 · Color and typography
Deep green and serif for trust
I chose a dark green and cream palette because in the health and wellness context, those colors communicate calm, nature, and professionalism without feeling clinical. The serif typeface adds warmth and differentiates the site from most health websites that default to generic sans-serifs.
Decision 2 · Primary CTA
WhatsApp with pre-written message
Contact forms create friction. For Lucía's target audience — patients in Tucumán and surroundings — WhatsApp is the natural communication channel. By pre-writing the message, the visitor only needs one tap to start a conversation. Less friction, more conversion.
Copy tone: Before and After
Before
"Nutrition professional specialized in clinical and sports dietetics. We offer in-person and virtual consultations."
After
"I'm a clinical and sports nutritionist with a genuine passion for accompanying my patients. My approach is humanized and flexible."
Technical Implementation
Single HTML file
No build process, no dependencies. All CSS and JavaScript inline for maximum simplicity.
Mobile-optimized layout
Designed and tested for small screens first. All elements are touch-friendly and easily scannable.
Language toggle with JavaScript
Spanish and English available without page reload using a simple JS switch.
GitHub Pages deployment
Free hosting with automatic deploys from the repository. Zero monthly costs.
Results
The site was delivered on time, meeting all technical and business goals set in the brief.
days from brief to delivery
HTML file, zero dependencies
language on the site
monthly hosting cost
What I Learned
Constraints are a design tool. Having no images forced me to solve everything with typography and color. The result was a more cohesive and deliberate visual identity than if I'd had unlimited resources.
Copy is part of the design. Rewriting the texts in first person wasn't a minor detail — it was the decision with the most impact on the overall perception of the site. Design and writing are inseparable.
Knowing the real user changes everything. Knowing that traffic comes from Instagram on mobile determined every layout, font size, and CTA placement decision. Design without user context is just decoration.