One page for one decision, written for the parent

The brief

A parent of a child with type 1 diabetes is not browsing. They are awake at two in the morning checking a glucose reading, and somebody has mentioned that pumps exist. The question in their head is not technical. It is whether their family gets to sleep through the night again, and what it will cost to find out.

The clinic wanted people to know the therapy exists and is available here. That is a narrow job, and a whole website would have buried it. So it is one page.

What we built

• A before and after structure: what a night, a school day and a sports afternoon look like now, and what they look like on an automated system
• Cost laid out before the booking button, not after, including what is one time and what recurs
• Every doubt a parent actually raises, answered on the page: school, exercise, swimming, travel, what happens if it fails
• The honest limits, including what the system does not do and who it is not right for
• What the first month looks like, week by week
• Appointment booking on the page, going to the clinic's own booking system

Written for the parent, not the device company

Device marketing for pumps is glossy and it skips the parts that matter to a family: the cost of consumables, the learning curve, the fact that the first fortnight is work. Leaving those out does not sell more pumps, it just brings in people who feel misled at the first consultation. The page says the hard parts out loud, and the consultations that come from it start further along.

How it runs now

It sits on its own domain, so it can be shared as a link in a parents' group or a WhatsApp message without anyone having to hunt through a clinic site. Link previews and meta tags were built for that: paste it anywhere and it looks like something worth opening.