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While the visual design was important, our primary focus was creating a website that feels simple, approachable, and easy to navigate for parents. Choosing the right ABA therapist for a child is a deeply considered decision, so the website needed to build trust first. We ensured ORL’s credentials were clearly highlighted and that common questions were answered upfront, without overwhelming visitors. Visually, we leaned into a soothing and calming palette: off-white paired with soft pink tones, complemented by ORL’s existing brand colors and clean, timeless typography. To further support usability, we maintained consistent page layouts across all internal pages, creating a sense of familiarity and making navigation feel intuitive from start to finish. 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