2. Typography as authority
The choice of typeface communicates authority before a single word is read. Serif fonts carry connotations of precision, tradition, and academic credibility — the typographic equivalent of a well-tailored suit. Never use more than two typefaces: one serif for headings, one sans-serif for body copy.
More than two typefaces on a medical website signals visual confusion rather than sophistication. One serif for headings, one sans-serif for body. That is all.
3. Photography, mobile, and the physician-designer difference
A high-quality professional portrait is the single most important visual element on a surgeon's website. More than 60% of medical website traffic comes from mobile — a desktop-only design is a half-finished product. And designing for medicine requires understanding medicine: patient information must be accurate, credentials presented correctly, and information hierarchy must reflect clinical thinking. If you are looking for a website built with genuine clinical understanding, see the Medical Design section and reach out.