About the client
Smarta Healthcare is an NHS-approved pharmacy and healthcare provider based at Priory Business Park in Bedford. Led by CEO Harjinder Singh, the business has grown rapidly from a community pharmacy into a multi-division healthcare group offering five distinct service areas:
Pharmacy – NHS and private prescription dispensing, collection and delivery, AskMyPharmacist consultations and the Healthera-powered “AskMyPharmacist by Smarta” mobile app.
Health Clinic – ear wax removal, flu vaccinations, physiotherapy, weight management, men’s and women’s health, and health & wellbeing checks.
Travel Clinic – travel consultations, vaccinations (including yellow fever) and travel medications.
Care Homes – medication supply, batch delivery, coloured MAR sheets and eMAR integrations for care providers, GPs and hospitals.
Workplace Health – pop-up clinics, employee health checks, flu vaccinations and corporate prescription services.
Smarta Healthcare is regulated by the General Pharmaceutical Council and is a recognised NHS partner with multiple industry awards to its name.
The challenge
Smarta’s previous website had served the business well during its early years, but the company had outgrown it. As the team prepared to push harder into care home contracts, workplace health and travel clinic services, the existing site was actively getting in the way.
The brief boiled down to three core problems:
No clear path for the user. The homepage tried to push multiple primary actions at once — app download, Dosette box registration, appointment booking, prescription ordering — leaving visitors unsure where to go first.
A cluttered, dated experience. Years of organic growth meant new services had been bolted onto an architecture that was never designed to hold them. The result was a site that was difficult to navigate, visually inconsistent and broke on mobile devices.
A “local” feel for a business with national ambition. The typography (Navigo) and visual treatment felt playful and small-business; Smarta needed a polished, professional aesthetic that matched the calibre of its NHS partnerships and B2B care home work.
The goal
A clean, modern, mobile-first website that worked equally well for an elderly patient ordering a repeat prescription, a care home manager evaluating eMAR integrations, and an HR director procuring workplace flu jabs.
Our Approach at Global Exposure
Discovery & strategy
We kicked the project off with a working session in mid-December 2025 to audit the existing site, map every service Smarta offered, and agree the principles for the rebuild. Two strategic decisions came out of that session:
Treat each service area as its own division. Pharmacy, Health Clinic, Care Homes and Workplace Health each have distinct audiences and conversion goals. Rather than force them into one generic template, we gave each division its own colour, its own hero treatment and its own internal navigation — while keeping a single coherent brand wrapper around them.
Resolve the CTA conflict with a single “Get Started” gateway. Instead of competing buttons in the header, we introduced a context-aware Get Started page that surfaces the most relevant actions based on the section the user is in (booking options inside Health Clinic, prescription tools inside Pharmacy, and so on).
Design
The new design was built around four principles agreed in the kickoff:
Sharper typography. We replaced the original “Navigo” typeface with a cleaner, more authoritative system, giving the brand a more national, professional feel.
Service cards that “pop.” Each of the four parent services is presented in a distinct card with subtle shadowing and a unique colour accent — Pharmacy in blue, Health Clinic in purple, Care Homes in orange, Workplace Health in dark — giving users an instant visual cue of where they are in the site.
Modern link styling. Dated underlines were replaced with small coloured arrows, lifting the whole interface.
A simplified header. A slim navigation bar with a “Services” mega-menu — hovering a parent service dynamically reveals its child links and a short description — replaced the busy fly-out menu of the old site. A search icon sits next to the main CTA for users who know exactly what they need.
Build
The site was built on WordPress to keep day-to-day editing in the hands of the Smarta team. Key build decisions:
A 5-slide hero carousel rotating the four service divisions plus an “About Us” slot, so every audience sees themselves represented above the fold.
A homepage trust strip with four credibility points: Excellent Reviews, Trusted NHS Partner, Regulated Pharmacy, Confidential & Discreet — supported by NHS, GPhC, ICO, Cyber Essentials and Yellow Fever Centre accreditation logos lower down the page.
Deep service hierarchies with secondary navigation, so each division can grow into its own micro-site (Pharmacy alone has Online Consultation, Order Prescription, Track Delivery, Dosette Registration and App Download as sub-pages).
An integrated booking and registration flow using Semble for online appointments, plus dedicated registration pages for prescription ordering and Dosette services.
A clean, indexable Advice blog with the full back catalogue of Smarta’s existing articles migrated and re-styled into the new template.
Full mobile responsiveness as a non-negotiable, fixing the single biggest pain point of the old site.
Delivery & launch
The project ran from kickoff in December 2025 to soft launch on 30 January 2026, with the new site going live on Smarta’s existing INS server. From discovery to launch, that’s roughly six weeks for a site spanning 25+ pages across five service divisions plus blog migration.
Post-launch, we worked iteratively with Harjinder and the team to refine content as the site bedded in — rebuilding the About Us, CSR and Careers pages with new copy, refining service-page imagery, and adding a Meningitis B vaccine availability banner to support a national supply-chain communication.
In April 2026, the site was extended again with a new Partners section, allowing Smarta to showcase third-party partnerships (Good Life Sorted, Vital Scan and others) on dedicated, trackable landing pages — a feature we built out within days of Harjinder requesting it.
Key features at a glance
Five fully-developed service divisions with colour-coded identity and dedicated sub-pages
Context-aware “Get Started” hub that adapts to the user’s current section
Mega-menu navigation with hover-revealed child links and descriptions
Mobile-first responsive design across every page and template
Integrated Semble booking system for clinical appointments
Healthera app integration with iOS and Android store links
Migrated and restyled blog with full historical archive
Dedicated registration flows for prescriptions and Dosette services
Newsletter signup and lead capture across the site
Partner landing pages with form tracking for partnership enquiries
WordPress CMS with editor-friendly page templates so the in-house team can self-serve content updates
The outcome
The new site has given Smarta Healthcare a digital home that finally matches the scale and professionalism of the operation behind it. Each division now has a clear, conversion-focused space of its own, the team can update the site themselves without breaking templates, and Harjinder has a foundation he can keep extending — as he’s already done with the Partners section.
The relationship has continued well beyond the original launch, with Global Exposure now also delivering work on Smarta’s sister brands ThinkClear and Grewal Defence — a measure of how the partnership has evolved from a one-off website project into an ongoing digital growth engagement.
