The project began with a discovery session covering the full scope of the RISE service model, the patient journey from referral to ongoing care, the referring clinician audience, and the content requirements for each service area. The sitemap was built to mirror the patient experience rather than the internal organisational structure of the clinic, grouping content the way a patient would look for it rather than the way a clinic administrator would file it. Wireframes were approved before visual design began, with the layout hierarchy placing the human mission and the Book an Appointment pathway above clinical service detail. The visual design was developed with careful attention to photography selection and tone, using warm, natural imagery of multigenerational families that reflected the breadth of people RISE serves. Copy was written to speak directly to the survivor and their support network while maintaining the clinical language and credential transparency that referring physicians require. On-page SEO was configured across all service pages with terms targeting post-oncology care, cancer recovery support, and infusion therapy in the Calgary and northwest Calgary market. The site was fully optimised for mobile, given the high likelihood that patients and families would be searching on phones during or between appointments.