Wireframe — Dr Sam's Homepage — Routine-First Architecture
New to Dr Sam's? Try your routine for just £37 — Start here
Dr Sam's
The #DrSamSystem
The last routine you'll ever try
Take our 60-second skin assessment and we'll build your personalised 4-step routine — formulated by cosmetic dermatologist Dr Sam Bunting.
or choose your path
✦
Clarity
Blemishes, texture and pigmentation
Explore →
✧
Radiance
Dullness, fine lines and uneven tone
Explore →
📐 Section 1 — Hero: Forced funnel entry
Two paths, one destination. The Routine Finder CTA is the primary action for visitors who want personalisation. The Clarity/Radiance shortcuts are for those who already know their concern — these skip to the relevant concern landing page or directly to the kit PDP. Both paths lead into the routine funnel. No product browsing, no distraction. The hero does NOT show products — it sells the system.
How it works
Your routine in 3 steps
1
Find your routine
Answer a few questions and we'll recommend the right products for your skin concern.
📐 Section 2 — Three Steps: Mental model shift
This section reframes the buying decision from "which product should I buy?" to "start my routine journey." Each step maps to a conversion point: quiz → kit → subscription. The price anchor (£37 from £72) appears at step 2 to show the trial kit is a deal. This section doesn't exist on the current homepage — it's the single biggest conceptual gap.
Start here
Trial Kits — from £37
Clarity Kit
5 products · 2 weeks
Blemishes · Texture · Pigmentation
Clarity Kit
Your complete 4-step routine for clear, calm skin — trial-sized so you can see results before committing.
£37£72Save 49%
Shop Clarity Kit →
Radiance Kit
5 products · 2 weeks
Dullness · Fine Lines · Uneven Tone
Radiance Kit
Your complete 4-step routine for bright, smooth skin — everything you need to glow in just 2 weeks.
£37£77Save 52%
Shop Radiance Kit →
📐 Section 3 — Kits: The acquisition product
Kits are the homepage's primary commercial section. They appear ABOVE B&As and ABOVE individual products because the kit is the entry point to the funnel. The two-card layout forces a Clarity vs Radiance decision (not "browse 15 products"). Price anchoring (£37 from £72/£77) is prominent. On desktop, these cards sit side-by-side for direct comparison. The concern descriptions help self-selectors who skipped the quiz.
Real results
What the routine actually does
Before
After
✦ Clarity Routine
"After just 3 weeks, my skin was clearer than it had been in years. The routine is so simple."
Sarah, 28
Clarity Routine · 6 weeks
Before
After
✧ Radiance Routine
"I can't believe this is my skin. The dullness is gone and my texture has completely changed."
Emma, 34
Radiance Routine · 8 weeks
Before
After
✦ Clarity Routine
"I started with the trial kit from Sephora and switched to the full routine within a month. Best skin decision ever."
Miriam, 31
Clarity Routine · 12 weeks
📐 Section 4 — B&As: Routine-tagged social proof
The key change from the current homepage B&A carousel: every result is tagged with which routine produced it (Clarity or Radiance). This reinforces the "routines produce results, not individual products" mental model. Note the third card deliberately mentions starting with a trial kit from Sephora — this normalises the retail → DTC pipeline. Horizontal scroll works well at 80% mobile.
Photo
"I've spent 20 years treating skin. The secret isn't one miracle product — it's the right routine, done consistently."
Dr Sam Bunting
Cosmetic Dermatologist, Founder and CEO
📐 Section 5 — Dr Sam: Authority that sells routines
The quote is deliberately about routines, not products. It pre-handles the objection "do I really need all 5 products?" by having the founder herself say the routine is the secret. "Right routine, done consistently" also pre-sells the subscription (consistency = Flawless365). The current homepage has Dr Sam's bio but it doesn't sell the system.
Flawless365
Your complete routine, delivered
Subscribe to your full-size routine and save up to 20%. Flexible deliveries, subscriber-only perks, and results that compound over time.
[ 5-product routine flatlay — full-size set photography ]
💰
Save up to 20%On every delivery
📦
Free shippingAlways included
🔄
Fully flexibleSkip, pause, cancel
🎁
Exclusive perksEarly access and gifts
Clarity Routine from £133.60/delivery
📐 Section 6 — Flawless365: Routine subscription, not product replenishment
Three critical changes vs current homepage: (1) Image shows a 5-product routine flatlay, not a single Cleanser, (2) headline says "your complete routine delivered" not "auto-replenish and save", (3) pricing shows the routine cost, not a single product. "Skip, pause, cancel" is prominent — especially important if you remove the 3-order commitment. This section is aspirational: "this is where the journey leads."
Vogue
Glamour
The Times
Stylist
Cosmopolitan
Not sure where to start?
It takes 60 seconds. Tell us about your skin and we'll do the rest — a personalised routine built just for you, by a cosmetic dermatologist.
📐 Section 8 — Bottom CTA: Catch the scrollers
Anyone who scrolled past the hero, the kits, the B&As, the subscription, and Dr Sam without clicking has high interest but low conviction. This final CTA catches them with softer language ("not sure where to start?") and the same Routine Finder link. It's the homepage equivalent of a retargeting ad. The Routine Finder CTA appears 3 times total: hero, step 1, and here.