www.narrabeenfamilymedical.com.au
For some years general practitioners have been required to follow official guidelines when preparing promotional material, traditionally DL leaflets. A combination of limited space and little regulatory leeway made such material pretty much indistinguishable from one practice to another.
   Oddly enough, the same is now true for most general practice websites, despite all the space available to describe the facilities, services and experience of the clinicians. Which makes these sites as useless as the DL leaflets had been for visitors trying to determine the suitability of one practice versus another.
   Dr Nick Bernard semed to appreciate the distinction. When I first sent him links to an online mockup, his e-mail replies included these words: "absolutely awesome," "blown away," "really thrilled." More recently after I'd just completed some minor updates, he wrote, "Changes are great as always. You are a true wordsmith, and I continue to receive compliments on our website. I feel proud when I look at it!"

Alan McInnes, founder of SpectraTechnology
“We had a world-first technology which needed to be explained to industrial and political leaders, environmentalists and energy conservationists, in Australia and around the world. In time we realized that a website could provide an easily accessed platform that punched home the Spectra message.
   “We also realized that we didn't merely need someone who could build us a website. We needed someone with the expertise to digest and understand all the technical and engineering aspects of this most diverse technology and who could couch that understanding in such a way as to catch the imagination of people all over the globe. A website that would also express the excitement of a fresh technology which could help lead us out of the current energy maze.
   “We were led to Gary Graf and, as you can see from the success of our site, we are very glad we were.”

www.eyesurgeonsmiranda.com.au
My first contact with Eye Surgeons Miranda was an e-mail from Adrian's wife, Dr Grace Hunt. She wrote, “I like your websites. Have been using the Pittwater Vet one even though I live at the other end of town (and a have a relative who is a vet). Text, functionality - great.
   “My husband is in the process of setting up a specialist practice and I am going to get him to check out your site as he will require a web presence. You may hear from him soon.” I did, the next day.
   Since the practice was brand new, we started by differentiating Eye Surgeons Miranda from other local ophthalmology practices. At the same time we wanted to attract the kind of challenging cases that would most benefit from Adrian's unique knowledge and training.
   Because Adrian had decorated his office spaces to celebrate the Australian landscape, I proposed a wide palette of representative Aussie colours for his website. He was so taken with the design that he asked me to do his letterhead, business cards and other stationery. I was happy to.

Dr Adrian Hunt, founder/principal
“When I started thinking about a website, I collected lots of ideas from other sites, brochures and booklets. After amassing a huge pile of disparate snippets of information, I realised I needed a better approach. I contacted Gary and was empowered to start making some decisions rather than just collating and rearranging other peoples ideas.
   “It was refreshing and also much easier to take the approach Gary employs. Gary has such persistence and enthusiasm. He went out of his way to research and understand my business. When everything else was building up on my plate, Gary continued towards the goal of completing the website.
   “I really appreciated his ability to offer opinion based on his advertising background. What the message was and how best to convey it rather than what Flash buttons we should use. With Gary the focus is on communication but at the same time he delivers a clean, beautiful and functional website.”

goalkeeperssquad.com.au
I starting hearing about Luca from my hairdresser, Nicole, over a succession of appointments. How he was from Rome. A soccer goalie instructor. How he wanted to settle in Australia and open a school for wannabe soccer goalkeepers. Then how they were getting married. And Luca needed a website.
   Because I'd been an ice hockey goalie in high school, I could relate to the mindset of his students. But because I'd had nothing in the way of formal tuition, I was particularly impressed by how innovative and sophisticated his training methods are. That's why I wanted the tone of the whole website to reflect the unique nature of his cerebral, collaborative and, most important, fun approach. Hence the off-beat welcoming grin.
   Not sure I can forgive Luca for causing Nicole to retire shortly before presenting him with twin girls.

Luca Giuliani, head trainer
“I have to say that at first I wanted to create a website for my school by myself, but thankfully I agreed to meet Gary to talk about what was entailed. I could see how much time and attention to details he puts into his work, and the results are very impressive! Even if the subject of the website (soccer goalkeeper training) was something that he barely knew the existence of, he asked so many specific questions that it made him understand quite clearly what my product is and who it is for. I also like how he uses a simple and direct language with bits of humour here and there.”

joesitalianrestaurant.net.au
I'd been a more-than-satisfied customer of Joe's since he first opened in 1992. When he expanded and redecorated a while ago, I suggested it was time he had a website. Joe replied that that's what a lot of his patrons said.
   To make the look of this site an accurate reflection of his new decor, I went for an uncluttered, unpretentious design using the same monochromatic colour scheme. The use of wide, black borders inside and a heavy, rounded type font in the banner was inspired by his shiny new chairs.
   An emphasis on Sicilian cuisine is meant to differentiate Joe's from other Italian eateries while also giving it a distinctive character. (He would soon ask me to redesign his Menu.)

Joe Mauceri, owner-manager
“I wasn't too sure about having a website. When Gary mentioned it, I didn't even own a computer. But once we got started, he made it all really easy, explaining the process step by step as we went along.
   “He did everything. He spent hours learning about my background and the style of food we offer. He researched Sicily to write the Heritage page. He redesigned my logo. He took all the restaurant and food photographs. He even brought in colour brochures from paint companies so the colour scheme of the website exactly matched the one in the restaurant.
   “Also, I really appreciated how patient he was the whole time.”