Three directions · one content spine
Same content. Three ways of making the case.
Every direction runs the identical content — her whole blog, the same eight episodes, her four test kits at their real prices, and the pages her rebuild added — so what you are comparing is form, not copy. All three ship light, dark and vibrant.
- 61articles
- 8episodes
- 4test kits, real prices
- 4new pages per direction
- Authority without volume
Journal
The site as a clinical publication that happens to sell the instrument its research is built on. Serif, generous measure, the article corpus as the hero. Built for a clinician who will not self-promote: the body of work does the asserting.
CartLedger — the kit fills in line by line as you choose.
Open direction → - The science is the structure
Atlas
An anatomical axis runs down the page — mouth at the top, colon at the bottom — and every section docks to a point on it. Scrolling is travelling down the tract, so you can see the argument before you read it.
CartComparison — four kits side by side, the list underneath.
Open direction → - Meet the reader where they are
Practice
Nobody arrives curious about microbiology. They arrive tired, foggy, with a gut that will not settle and no explanation. This one opens on the symptom, in her voice, at conversational volume — a consultation, not a keynote.
CartSteps — four kits as a staircase, mouth first.
Open direction →
What all three are correcting
- Orientation before vocabulary. The current site's first substantive sentence is about the permeability of a single-cell-thick membrane, and its product is a coined word. Every direction here answerswhat this is, what you do, what you get in plain words first, and earns the term of art afterwards.
- A kit chooser that tells the truth. Her four test kits are not a ladder — each is a different mix of tests and people. The cart shows every line across all four; click the line you want and it moves you to the cheapest kit that has it, and says plainly what that switch leaves out.
- Authority built from the corpus. Persistent bylines and credentials on a real body of work, so a clinician who is shy about thought leadership never has to raise her voice to have one.