Iyengar Plastic Surgery

Dr. Rajiv Iyengar is a Yale-trained plastic surgeon specializing in hand and aesthetic surgery, practicing out of Puyallup, Washington. The credentials were strong, the patient care was outstanding, but nobody was coming to his website to book consultations.

When doing the original evaluation, I could tell the existing website was outdated in both design and functionality. The layout was cluttered, the navigation was confusing, and the content was pretty thin. Typically when patients are researching plastic surgery, they're wanting to see reviews, they want to get a sense on how the doctor operates, they want to see results in the gallery, and they want an easy way to engage with the doctor… and Iyengar's website wasn't doing any of that.

The SEO strategy was non-existent, there was no data or analytics to understand where traffic was coming from, no brand system to create consistency across marketing materials, and no way for the practice to update content without going through a tedious process without a designer or developer to assist.

We had to rebuild the website from the ground up using Webflow. We started with the business problems, moved into revamping the brand, then designing and building a website that was fit for a surgeon from Yale.

Brand Identity

Dr. Iyengar's practice needed a visual identity that matched the quality of care he provides… from the materials I had to work with, I developed a more refined color palette, selected typography that felt both professional and approachable, and established an imagery direction that moved away from generic stock photography toward real, locally relevant visuals.

Photo & Video Production

I coordinated and directed multiple full photo and video shoots at the practice. The shoots captured professional headshots, in-situation shots of Dr. Iyengar with patients, the practice facility itself, and team members… all directed to feel natural and warm rather than staged or clinical. I also produced an introduction video highlighting Dr. Iyengar's credentials and patient care philosophy, designed for the website, YouTube, and ad campaigns.

Website & CMS

The website was rebuilt with Webflow. Every page was restructured around how patients actually made decisions about plastic surgery. The homepage told a local, patient-centered story, the procedures section was reorganized so patients could easily explore treatment options, and we drastically improved both the user journey and organic search visibility.

Analytics & SEO

I implemented custom analytics using a combination of Plausible and Google Analytics to track engagement patterns, conversion paths, and content performance. The SEO strategy targeted procedure-specific search terms in the Puyallup, Tacoma, and the overall South Sound market so we could identify prospective patients actively looking for the services Dr. Iyengar offers.

The practice went from an outdated website that undercut Dr. Iyengar's reputation to a cohesive digital presence that reinforces it. Patients arrive already understanding the caliber of the surgeon and the care they can expect. The site does the trust-building work before anyone picks up the phone.

The numbers don't lie either… between the launch in July of 2025 to end of year, the amount of users coming to the website grew by 26%. The amount of traffic coming from search also grew by 29%. We also saw an overall engagement rate of 4.8% based on the amount of users clicking to call, submitting a form submission, and asking for directions to meet the doctor and team in person. We also drove a huge increase of reviews for the practice from around 10 reviews to 40+ reviews.

The CMS I built now gives the practice full control over their content. New procedure pages, blog posts, and landing pages can be published without any developer involvement. The analytics they continue receiving provides visibility into what's actually driving consultations with actionable data about how patients find and engage with the practice online.

The brand system created consistency across every touchpoint. Whether it's the website, social media, marketing materials, or in-office signage, the photography and video I shot and produced gave the practice authentic visual assets that quickly replaced the generic stock imagery previously relied on.

“Working with Empac Design was an outstanding experience from start to finish. They created a beautiful, modern website for our surgery practice that truly reflects our vision and the level of care we provide to patients. Britton was thoughtful, detail-oriented, and incredibly easy to communicate with throughout the entire process. We've received so many compliments on how professional and polished the website looks. I would highly recommend Empac Design to any medical practice looking for someone that is creative, responsive, and genuinely invested in delivering exceptional results.”