Rassel-Daigneault Holistic Health Center — Supplement Shop Build
How a Lansing chiropractic clinic with 25+ years of experience launched a conversion-optimized Shopify supplement store — turning in-office-only Standard Process sales into a 24/7 e-commerce channel.
Before
0/10
No online store
After
8.5/10
shop.lansingchiropracticclinic.com
Improvement
+8.5
New revenue channel launched
The Challenge
Rassel-Daigneault Holistic Health Center has served the Lansing, East Lansing, and Okemos communities since 2000. Led by Dr. Jean-Guy Daigneault and Dr. Denise Rassel — who met at Life University and bring 25+ years of combined chiropractic experience — the clinic is an authorized Standard Process supplement provider. Standard Process supplements are traditionally sold through healthcare practitioners and are not widely available in retail stores; the practitioner relationship is central to the distribution model.
The problem: the clinic had no online supplement shop. Products were only available during in-office visits, and the clinic's limited hours (Mon/Wed/Thu 7–10AM, Tue 3–6PM, Fri 9AM–12PM) created friction for existing patients who needed refills and made it impossible to reach patients outside of office hours. The goal was to build a professional, trust-forward e-commerce experience that lets existing patients reorder supplements 24/7 and introduces the clinic's curated product line to new customers searching online.
Side-by-Side Comparison
No e-commerce presence vs. custom Shopify build
No online supplement store — patients could only purchase products during in-office visits.
Custom Shopify build with goal-based navigation, trust signals, educational content, and interactive supplement finder.
Scorecard Summary
Six categories evaluated. Every score is based on the structural analysis detailed below.
| Category | Before | After | Gain |
|---|---|---|---|
| E-Commerce & Conversion Design | 0/10 | 9/10 | +9 |
| SEO Architecture | 0/10 | 8/10 | +8 |
| Trust & Compliance | 0/10 | 9/10 | +9 |
| Content Strategy & Education | 0/10 | 9/10 | +9 |
| Performance & Technical | 0/10 | 8/10 | +8 |
| Brand & Visual Identity | 0/10 | 8/10 | +8 |
| Overall | 0/10 | 8.5/10 | +8.5 |
1. E-Commerce & Conversion Design
- No online store existed. No product pages, no cart, no checkout.
- Supplements were only available during in-office visits during limited clinic hours (Mon/Wed/Thu 7–10AM, Tue 3–6PM, Fri 9AM–12PM).
- No way for patients to reorder supplements between appointments.
- Goal-based product navigation ("Shop by Goal") with four curated categories: General Wellness, Digestive Wellness, Stress & Adrenal, Detox & Cleansing — organizing products by patient intent rather than brand catalog order.
- Interactive "Find Your Supplement Match" quiz embedded on the homepage — visitors self-select by lifestyle (Active, Sedentary, Very Busy, Cleansing/Reset) and primary goal (Immune Support, Digestive Health, Stress & Adrenal, Detox & Cleansing) to receive personalized category recommendations.
- Persistent trust bar with five signals: "Authentic SP Products," "Ships in 1–2 Business Days," "Secure Checkout," "Authorized Healthcare Provider," "Hassle-Free Returns."
- 9 payment methods accepted: Visa, Mastercard, Amex, Discover, Diners Club, PayPal, Apple Pay, Google Pay, Shop Pay. Customer account system for repeat ordering and email newsletter signup for wellness tips and member-only specials.
2. SEO Architecture
- No shop subdomain existed. Zero indexable pages for supplement-related queries.
- The main clinic site (lansingchiropracticclinic.com) had a "Supplements" navigation link, but no actual e-commerce pages behind it.
- Dedicated shop subdomain: shop.lansingchiropracticclinic.com — clean separation of e-commerce from clinic site while maintaining brand association via the parent domain.
- Clear URL hierarchy: /collections/immune-support/, /collections/digestive-health/, /collections/stress-adrenal-support/, /collections/detox-cleansing/, and individual /products/ pages.
- Full page architecture including /pages/about, /pages/contact, /pages/faq-frequently-asked-questions, /pages/shop-supplements-health-goal, /pages/why-choose-standard-process-supplements, /blogs/news, and policy pages.
- Blog section (/blogs/news) with educational articles targeting supplement-related long-tail queries. Descriptive image alt text throughout. Cross-linking between shop and main clinic site for doctor bios and service pages.
3. Trust & Compliance
- No online presence for supplement sales meant no trust signals, no compliance framework, no authorized provider verification.
- Prominent authorized provider disclosure in the footer: "Rassel-Daigneault Holistic Health Center is authorized to sell Standard Process Products but is not a partner, franchisor, joint venturer, agent, or employee of Standard Process Inc."
- Financial compensation disclosure included. Named doctor (Dr. Jean-Guy Daigneault, DC) featured with photo, biography, and direct link to full clinic bio page. 25+ years of experience cited.
- Clinic address, phone number (517-336-8880), and email (info@lansingchiropracticclinic.com) displayed in footer. SSL-secured checkout on Shopify infrastructure.
- Complete legal page suite: Privacy Policy, Refund Policy, Shipping Policy, Terms of Service, Contact Information. Patient testimonials section with named reviewers (Matt, Roberta, Megan C.). The main clinic site shows 342 Google reviews at 4.8 stars — the shop links back, borrowing that trust equity.
4. Content Strategy & Education
- No supplement-focused educational content existed online.
- "Why Choose Standard Process Supplements" section with three educational pillars: Whole-Food Nutrition at Its Core (organic farm, Wisconsin), Backed by Tradition & Quality Standards (manufacturing and testing), Trusted Source for Healthcare Providers (decades of practitioner partnerships).
- "Whole-Food vs. Synthetic Supplements" comparison section with custom graphic — educating visitors on the clinic's nutritional philosophy. Embedded video from Dr. Jean-Guy sharing the clinic's mission and Standard Process partnership story.
- Blog ("Learn & Grow: Wellness Insights") with published articles including: "A Wellness Guide to Inflammation: Natural Approaches," "Whole Food vs Synthetic Vitamins: What's the Real Difference," "Whole Food Nutrition: A Foundational Approach to Wellness."
- FAQ page answering common supplement and ordering questions. Dedicated "Why Choose Standard Process" page (/pages/why-choose-standard-process-supplements). "Our Mission" statement on homepage referencing 30+ years of community service, natural chiropractic care, nutrition, and faith-based principles.
5. Performance & Technical
- No site to evaluate.
- Built on Shopify — enterprise-grade hosting with managed SSL, CDN, uptime monitoring, and PCI-DSS compliance for payment processing.
- Images served through Shopify CDN with responsive width parameters (width=3840, width=533, etc.) for device-appropriate image delivery.
- Clean, semantic HTML structure with proper heading hierarchy. Responsive design confirmed — full mobile navigation with hamburger menu, touch-friendly product cards, and mobile-optimized layout.
- Shopify's built-in lazy loading and performance optimizations for product images and media. Video content uses hosted video player with thumbnail preview for deferred loading.
6. Brand & Visual Identity
- No visual brand presence for the supplement channel.
- Consistent visual identity using the "Rassel-Daigneault Holistic Health Center" brand name across header, hero, footer, and all touchpoints. Nature-inspired photography throughout: fresh produce, herbs, stacked stones, green leaves.
- Leaf divider graphics used as section separators, reinforcing the natural/organic brand theme. Custom hero banner with brand name and whole-food supplement messaging.
- Product photography uses clean, white-background Standard Process product images — consistent across every SKU. Dr. Jean-Guy featured with professional photo, personalizing the brand and connecting the shop to a real, named practitioner.
- Footer echoes the clinic brand with full name, doctor credentials (DC), address, contact info, and legal disclosures. Emoji-based trust bar icons (🛡️ 🚚 🔒 ⭐ 🔄) add visual scanning speed. Consistent green-and-white announcement bar: "🌿 Your source for trusted Standard Process supplements and holistic health care."
Mobile Experience
Supplement buyers research on mobile — especially existing patients reordering between appointments. The mobile experience prioritizes product discovery, trust signals, and frictionless checkout.
Key Takeaways
Going from zero to revenue channel.
The clinic had no e-commerce presence. Patients could only buy supplements during limited office hours. The Shopify build created an entirely new revenue stream — 24/7 ordering, broader geographic reach, and the ability for patients to reorder without scheduling an appointment. This isn't a redesign story. It's a new-channel story.
Education is the conversion lever for healthcare e-commerce.
Unlike a typical retail store, supplement buyers need confidence that what they're purchasing is recommended by a real practitioner. The site layers Dr. Jean-Guy's video, the Why Choose Standard Process section, the whole-food vs. synthetic comparison, blog content, and patient testimonials to build that confidence before a visitor ever adds something to cart.
Goal-based navigation beats catalog browsing.
Instead of listing 50+ products alphabetically or by brand SKU, the shop organizes everything by patient intent: General Wellness, Digestive Wellness, Stress & Adrenal, Detox & Cleansing. The interactive supplement quiz takes this further — letting visitors self-identify their needs and arrive at the right collection in two clicks. This mirrors how Dr. Jean-Guy would guide a patient in-office.
Next Step
Ready to turn your expertise into an online store?
Your clinic's knowledge shouldn't be limited to office hours. Let's build an e-commerce experience that works as hard as your practice.
Case study by Matt LaClear — Web Design, SEO & GEO for Greater Lansing businesses. Based on analysis conducted March 2026.