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Appointment Bookings
Page Load Time
Organic Traffic
Form Completion
Brightwell Medical Group operates six clinics across the Pacific Northwest and was struggling with an outdated legacy site built in 2016. Patients couldn't book appointments online, the site was not HIPAA-compliant for form submissions, page load times exceeded 8 seconds on mobile, and organic search traffic had declined 40% year-over-year. The practice was losing prospective patients to competitors with modern digital experiences.
We rebuilt their entire digital presence from the ground up using Next.js and a headless CMS, creating a fast, accessible, and HIPAA-compliant platform. The new site features an integrated appointment scheduling system, a secure patient portal for pre-visit intake forms, location-specific landing pages optimized for local SEO, and a medical blog with structured data markup to capture health-related search queries.
Conducted a comprehensive UX audit of the existing site, analyzing heatmaps, session recordings, and patient feedback surveys to identify the top friction points in the patient journey.
Designed a mobile-first information architecture organized around patient intent: finding a provider, booking an appointment, accessing records, and understanding services offered.
Built the frontend with Next.js App Router and React Server Components for optimal performance, achieving sub-2-second load times across all pages.
Integrated a HIPAA-compliant form submission pipeline using encrypted API endpoints and secure storage, replacing the previous unencrypted contact forms.
Created six location-specific landing pages with structured LocalBusiness schema, Google Maps integration, and location-aware appointment routing.
Implemented a content strategy with weekly blog posts targeting long-tail health queries, supported by medical professional review workflows in the CMS.
Set up comprehensive analytics tracking with HIPAA-compliant event monitoring to measure appointment conversions, form completions, and content engagement.
Online appointment bookings increased 185% within the first 90 days of launch.
Average page load time dropped from 8.2 seconds to 1.4 seconds on mobile devices.
Organic search traffic grew 142% over six months, with the blog generating 35% of all new patient inquiries.
Patient intake form completion rate improved from 23% to 78% thanks to the streamlined digital workflow.
The site achieved a Lighthouse performance score of 98 and an accessibility score of 100.
Bounce rate decreased from 68% to 31%, indicating significantly improved user engagement.
Dr. Karen Whitfield
Brightwell Medical Group
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