As a technology startup that seeks to connect doctors with patients via videoconferencing, Smart House Calls brought several challenges to the table when they sought a site from my company. To sell a complex product to two distinct types of customers (patients and doctors) I created clear, targeted paths for them both to follow. With an emphasis on demonstrating the product through photos and demo clips, and supporting that with text and contact tools, Smart Housecalls is well on its way to becoming a successful business.