Pharmacy benefit managers sit between employers, pharmacies, and the people picking up their prescriptions, and most of them make money in ways nobody in that chain can see. SmithRx was built to do the opposite: pass-through pricing, every claim routed to the lowest net cost, and a member support team that actually answers.

Before we designed anything, we ran a discovery session with their team to find out where the old site was getting in the way. Three things surfaced. The Webflow build had accumulated years of one-off pages with no shared system behind them. Three audiences who share almost nothing, members checking whether a prescription is covered, brokers reviewing their book, and employers tracking plan performance, were being funneled through the same undifferentiated pages. And the story of what makes SmithRx different sat well below the surface.

The visual design gave each audience a clear path from the first screen without splitting the site into three, and moved the transparency argument up to where it belongs, in plain language at the top.

Underneath the design is a system. Every section, card, and module is reusable across page types, so a new product page or a new state disclosure looks right by default. That was the fix for the sprawl discovery turned up, and it is what lets SmithRx's team ship new pages without a designer in the loop.

The hard part of the build was never the marketing pages. It was everything underneath them: 26 Webflow collections, cross referenced in every direction, driving seven templated page types. Blog posts alone carry 40 fields covering webinar embeds, customer stat blocks, form IDs, and subscriber triggers, and each one reaches out to authors, categories, and tags that had to land in Framer with every reference intact.

We rebuilt the model collection by collection and moved 185 posts, 37 events, and the speakers, dates, and forms attached to them. The network directory came across too, all 11,283 pharmacy records, which is the kind of dataset that only works on Framer Enterprise, the plan SmithRx runs on. So did the compliance library, because a PBM publishes into fifty different regulatory regimes and those pages are obligations, not marketing. Every URL was mapped before cutover, so nothing SmithRx had earned in search went with the old site.