Alleva Acupuncture

When Kate Pope and Damon Iacovelli of Alleva Acupuncture reached out, they were at a crossroads. With decades of clinical experience, they had built a practice that blended the best of modern diagnostics—like MRIs and lab work—with the natural, holistic benefits of acupuncture, herbal medicine, and medical massage. Their approach was evidence-based and deeply compassionate, helping patients with everything from migraines to back pain to chronic conditions like high blood pressure.

But online, their story wasn’t being heard.

The Challenge

Despite Damon’s background as a graphic designer and his solid DIY Squarespace website, Alleva wasn’t showing up where it mattered. Their content was too broad, their keywords weren’t aligned with their ideal audience, and women searching for holistic health care weren’t finding them.

They were stuck in a paradox: to grow their business, they needed more patients to discover them online. But without a more focused brand and optimized web presence, they were nearly invisible to anyone looking for the services they provided.

A Timely Connection

Alleva came to us through a personal introduction from Lisa Damico, a local photographer with whom Evelyn had worked on a fashion shoot the previous year. Lisa had recently photographed Damon and Kate with patients in their clinic. She also had a social media partner filming candid video clips. At the time, the footage wasn’t intended for the website—but it became an unexpected asset in the redesign.

The Approach

We began by looking at Alleva’s goals. They wanted to move away from being perceived as generalists and build their reputation as trusted experts in women’s health.

To make this happen, we brought in Arlington Strategy, a marketing firm with expertise in health and wellness. They worked closely with Kate and Damon to conduct SEO research, refine their brand messaging, and write content tailored to the patients Alleva wanted to reach most.

On the design side, we created homepage mockups that introduced new typography and color palettes, making recommendations to update their brand while honoring their existing logo.

Photography gave the site a sense of authenticity, but not without challenges—some images were too narrow for responsive design. That’s when Emily noticed the unused video footage. She transformed it into a looping homepage background video that instantly conveyed warmth, trust, and energy the moment a visitor landed on the site.

The Outcome

The new Alleva Acupuncture website tells a clearer, more compelling story. The content positioned them as specialists in women’s health, the SEO research made them discoverable to the right audience, and the visuals gave patients an immediate sense of connection.

What began as a struggle for visibility evolved into a transformation of brand identity. Alleva’s online presence now reflects the very qualities they bring to their care: modern, approachable, evidence-based, and deeply human.