Case study · Healthcare software
Crystal Practice Management
Website for an Eye Care Software Company
Crystal PM sells practice management software to eye care offices. We built a site with a page for every module, a pricing page its team edits, and forms tied to Salesforce and HubSpot.
Overview
Crystal Practice Management (Crystal PM) makes practice management software for optometry and ophthalmology offices: scheduling, billing, ordering, inventory and electronic health records, delivered as a cloud service. The company knew its product deeply. What it needed was a website that explained a large, technical product to busy eye care practices and turned their interest into demo requests.
We have worked with Crystal PM since late 2022: a full website build that launched in 2024, integration work on its sales and support tools, and a second redesign in 2026.
This website is stunning. I cannot thank y'all enough for everything y'all have done and it is SUCH an improvement to what we have ever had.
Jessica Roeschlein, Crystal PM
The Challenge
Crystal PM's software covers a lot of ground, and every part of it matters to a different person in the practice. The owner cares about revenue cycle management, the front desk about scheduling and patient engagement, the optical manager about inventory. The old site did not give each of them a clear path to the feature they cared about, and it was hard for the Crystal PM team to keep current.
The new site had to present each part of the product on its own, make pricing easy to compare, route sales and support requests to the right place, and be something the marketing team could update without calling a developer.
What We Built
A design system and home page
A style guide, header, footer and navigation built for a product with many modules. The home page used AI-generated imagery as a starting point, refined by an experienced designer into finished artwork.
A landing page for every part of the product
Dedicated pages for Practice Management, Cloud EHR, Revenue Cycle Management, Patient Engagement, Optical and Inventory Management, Machine Integrations, Integrated Partners, Custom Health Records and Data Transfer. Later additions include Crystal Payments and Online Scheduling.
A pricing page the team can edit
Plan features and prices originally lived in code. We rebuilt the pricing page so Crystal PM can change plans and features in the page editor, without a developer.
Forms that reach the right team
Contact Sales, Contact Support and Data Transfer pages, a Request a Demo form in a modal, and a billing form that accepts multiple PDF, spreadsheet and CSV files and delivers them as email attachments. A system status button in the header opens Crystal PM's live status feed, so customers can check for outages before they call.
Connected to the sales stack
In 2025 we moved demo requests to a Salesforce form, released behind a test URL first so the old forms kept working until the new one was proven. In 2026 we added HubSpot to the site.
Built to be supported
Staging with automated deployment, error monitoring, a launch checklist covering redirects, caching, cookie consent and a custom 404 page, and device testing across iPhone, iPad, Firefox and Edge.
The 2026 redesign
Crystal PM came back in 2026 for a new home page and a restructured Getting Started section, with new pages for Seamless EHR Transition, Custom Hosting Options and ONC Certification.
Results
- One page for each part of the product, so each person in a practice can find what they care about.
- Pricing and product content the Crystal PM team maintains themselves.
- Demo, sales, support and billing requests routed to the right system from the first form.
- A client that returned for integration work in 2025 and a second redesign in 2026.