LiceDoctors

LiceDoctors is the largest in-home lice treatment service in the United States, operating in hundreds of cities with a large Webflow-powered marketing site. The engagement focused on performance improvements, conversion enhancements, and adding new interactive functionality to their existing Webflow site.

The primary technical challenge was implementing geo-based text personalization — dynamically displaying location-specific content (city names, service area callouts, local phone numbers) based on the visitor’s detected location. This was implemented using JavaScript with IP geolocation API integration, feeding data into Webflow’s DOM to update text elements without a page reload.

A Slick.js testimonials slider was integrated into multiple page templates, allowing the client’s team to update testimonial content through Webflow CMS while the frontend rendered them in an interactive carousel format. This required careful integration of the Slick library with Webflow’s CMS output structure.

Performance optimization work included image compression, lazy loading implementation, and reducing render-blocking resources. Several pages were on slow load paths due to unoptimized hero images and third-party script loading order — these were resolved systematically. A variant testing page was also built for CRO experiments on their primary conversion path. The project ran across four weeks with ongoing communication to prioritize which improvements had the highest expected impact.