Sixteenth Street provides the highest-quality medical, behavioral health, substance abuse, dental, and physical therapy services to every person who walks through their doors, irrespective of their health insurance status. As part of the website redesign initiative, ten audience profiles were crafted to gain insights into the specific services sought by Sixteenth Street's primary audiences. This strategic approach not only informed us about their unique needs but also guided the enhancement of the website's user experience. The redesigned website is tailored to engage patients and prospective patients through seamless navigation, enabling them to access the care they need.