Website Design Case Study: Microsite Optimization Unlocks Growth
Executive Summary
Oxy2Mask didn’t need a shiny new website. They needed a website that could actually market. Budget was constrained, so instead of a full redesign, MESH took the existing Better Oxygen Mask microsite and performed surgical upgrades—homepage rework, new landing pages, cleaned-up product pages, and conversion-focused improvements—so campaigns had somewhere credible to send traffic. Result: the site went from a “resource dumping ground” into a functional marketing hub that could support demand gen, lead capture, and training content.
The Need
Before MESH, the Better Oxygen Mask site had pieces of value—videos, a case report, product info—but it wasn’t assembled into a funnel. It mostly served people after a sales conversation started.
But the marketing strategy was shifting: BreathingCo needed the microsite to do real work:
Act as the central hub for paid + organic campaigns
Convert cold traffic into leads (without wasting the visitor)
Support a product that requires education and correct use (not impulse buying)
Provide assets distributors and reps could confidently share
The Challenge
Budget didn’t support a full rebuild
A full redesign would’ve been nice. It also would’ve delayed execution and burned resources better spent on awareness + demand creation.
The site wasn’t built for cold traffic
The microsite functioned like a library, not a conversion system. That’s fine if you already have the prospect. Useless if you’re trying to get the prospect.
Product complexity required better sequencing
Because Oxy2Mask is counterintuitive visually, the site needed to guide understanding—what it solves, why it matters, and how it’s used—without creating immediate doubt.
Content existed, but wasn’t leveraged
Key proof assets (like a case report) were buried and not structured as lead gen opportunities.
The Approach
Step 1: Upgrade what matters most first
We prioritized the pages that do the heavy lifting in a marketing ecosystem:
Homepage (first impression, clarity, and direction)
Landing pages (campaign-specific conversion paths)
Product pages (decision support + training pathways)
Step 2: Turn “resources” into lead capture
Instead of leaving proof assets as passive content, we structured key pieces to function as conversion tools—most notably converting a buried case report into a proper downloadable lead gen asset.
Step 3: Build a microsite that supports campaigns
This wasn’t “make it prettier.” It was:
reduce friction
improve message sequencing
increase the number of paths to action
make it easier for visitors to self-educate and then convert
Step 4: Add training content that reduces adoption risk
Because this product requires correct usage, we added a dedicated instructional video section—so clinicians could learn on-demand, reinforce training, and reduce “trial went poorly because we used it wrong” scenarios.
Work Done
Homepage rework (clarity + flow)
Rebuilt the homepage structure to communicate value faster
Improved hierarchy so visitors could quickly understand “what this is” and “why it matters”
Reduced confusion paths and improved “next step” guidance
Landing pages (campaign conversion)
Created new landing pages to support specific campaign narratives and CTAs
Built paths that match buyer readiness (education → proof → next action)
Product page cleanup (decision support)
Cleaned up and reorganized product pages so features didn’t bury benefits
Improved readability and scanning for time-starved clinicians
Better alignment to how people actually evaluate medical devices
Lead gen asset creation
Took an existing case report that was buried/linked out and converted it into a downloadable document designed for gated lead capture
Instructional video library section
Built a “how-to” section with structured video content across:
Oxy2Mask
Oxy2 Pro
Oxy2Mask ETCO2
Created the written content, published videos on YouTube, and embedded them into the site
Positioned it as on-demand education for different stages of adoption
The Solution
A microsite that works like a marketing system, not a filing cabinet:
clearer positioning and flow
campaign-ready landing paths
proof assets converted into lead capture
education content built in to support adoption and correct use
improvements delivered incrementally to stay within budget and keep momentum
The Results
The Better Oxygen Mask site became a usable campaign hub instead of a passive resource archive
Proof assets were converted into lead gen tools (downloadable report)
Training content was expanded into an on-demand library, reducing adoption friction
The microsite was improved without delaying marketing execution for a full rebuild
What Changed and Why It Worked
Before: the microsite had content, but it wasn’t built to convert cold traffic or support campaigns—so marketing was forced to push people into a site that didn’t help them take the next step.
After: the microsite became a functional growth asset. The “why it worked” is simple: we fixed the parts that turn attention into action, without wasting budget on a full redesign no one had time (or money) for.