Rebuilding Royal Oak Surgical’s Online Presence

We’re excited to announce the launch of RoyalOakSurgeons.com — a complete digital transformation for Royal Oak Surgical Associates, one of Michigan’s leading general and bariatric surgery practices.

This project was more than a redesign — it was about building trust, authority, and accessibility where patients make deeply personal decisions. Our goal was to create a website for Royal Oak Surgical Associates that not only reflects their surgical expertise but also delivers a patient experience as professional and compassionate as their care.

Understanding the Mission

Royal Oak Surgical Associates has built its reputation on surgical excellence, patient-centered care, and decades of experience in bariatric, endocrine, hernia, and minimally invasive surgery.

However, their previous site didn’t reflect that level of credibility or modern care. It lacked clarity, structure, and ease of use — essential for patients researching medical procedures or looking to book consultations.

Our mission at Fortris was clear:
Create a digital presence that communicates medical authority while feeling approachable and reassuring.

Discovery

Before diving into design, we held a brand discovery session with the Royal Oak team to understand their values, patient demographics, and competitive landscape.

We identified three key priorities for the new site:

1. Build credibility through physician profiles, certifications, and hospital affiliations.

2. Simplify navigation for patients seeking information on conditions, treatments, and appointments.

3. Elevate the visual identity to match their high standard of medical professionalism.

Design Approach

Healthcare websites have a delicate balance to strike: they must look credible, modern, and comforting — never sterile or overwhelming. So, our design team focused on creating a visual system that feels both medical and human.

Key design elements include:

• A clean, minimal interface with ample white space for easy readability.

• A soft blue and slate color palette to evoke trust and calm.

• Authentic imagery — real surgeons, local hospital settings, and patient care moments.

• Strong typography hierarchy, emphasizing clarity and professionalism.

The result is a digital identity that projects confidence without intimidation — a visual reflection of the way Royal Oak Surgical Associates cares for its patients.

Content Strategy

Medical content can often feel intimidating. We worked closely with Royal Oak’s surgeons to translate complex procedures into plain, reassuring language.

Each service page was rewritten to be educational and empathetic, focusing on what patients care about most:

• Symptoms and treatment options

• What to expect during recovery

• When to seek surgical evaluation

This content-first approach improves both SEO performance and patient engagement, ensuring Royal Oak’s expertise is discoverable and accessible.

A Seamless User Journey

The redesigned site guides patients through a simple journey:
Learn → Trust → Schedule.

• The “Meet Our Surgeons” section humanizes the team with professional bios and credentials.

• The Conditions & Procedures library educates patients with accurate, easy-to-read explanations.

• The Request Appointment form simplifies scheduling while integrating directly with their office systems.

Every click builds confidence, leading users toward care without friction or confusion.

The Result: A Stronger Digital Foundation

Since launch, the website has become the digital hub for the practice — a tool for patient education, appointment generation, and reputation building. It’s also ranking well in a major market dominated by massive institutions.

The site now reflects who Royal Oak Surgical Associates truly is: a trusted, modern, and patient-first surgical practice serving the Detroit metro area with excellence.

Explore the New Site

Visit RoyalOakSurgeons.com
to see how Fortris reimagined a leading medical practice’s digital experience.