Commons Clinic: Scaling a Healthcare Startup with a Marketing-Driven Website
Commons Clinic, a fast-growing healthcare startup, set out to transform the U.S. orthopedic care market. They needed a conversion-optimised website to raise physician profiles and drive patient bookings
The Challenge
An evolving brief comprising technical reinvention, audience growth and acquisition.
The Commons Clinic website is a key driver of patient acquisition. Serving as the clinic’s digital front door, its role is to build trust through clear messaging and social proof, and streamlined pathways that make it easy for patients to understand their options and take action
The original brief focused on developing reusable physician profile templates within the existing headless website.
But a deep dive into their infrastructure revealed deeper issues…
- Poor accessibility – Failed WCAG compliance tests, making navigation difficult for their primary older-skewed audience.
- Restrictive headless CMS – Marketing and SEO teams needed developer support for even minor content updates.
- Fragmented content structure – Broken pages and subdomains damaging SEO and user experience.
- Performance issues – Slow load times and an unoptimized front end impacting Google search rankings.
With rapid growth goals, Commons Clinic needed a site that could scale with ease.
Rather than patching a broken system, we rebuilt the site from the ground up with an enterprise-grade WordPress platform designed for flexibility, performance and audience conversion.
The Code Company has been a terrific partner for Commons. We’ve appreciated their can-do attitude, their problem-solving, their responsiveness, and their guidance as we’ve muddled through start-up life.
Marissa Boevers, VP of Platform Commons Clinic
The Solution
Moving from a restrictive headless architecture to a marketer-friendly WordPress platform:
The most important part of this digital transformation was replacing the problematic headless architecture with a fully integrated WordPress CMS; with a focus on optimising content workflows and website performance.
Key Upgrades:
- Replicable page templates: We created drag-and-drop Gutenberg blocks that allow non-technical users to create and manage content without developer reliance.
- A UX that’s built to engage: Dynamic physician profile pages with dynamic video headers, professional photos, custom tags and icons and customer testimonials to build credibility. Prominent call-to-action buttons make it easy for potential patients to inquire or book appointments.
- Designed for WCAG 2.1 AA compliance with improved color contrast, keyboard navigation, and ARIA landmarks for screen reader compatibility.
- Integrated marketing and analytics tools : Lead capture,newsletters sign-ups forms, marketing automation and data dashboards that enable smarter decision-making.
- Boosted SEO & Discoverability: Our specialist WordPress engineers optimised URL structures, internal linking, meta data and integrated schema to improve search rankings.
- Deployed an enterprise-grade hosting solution with a CDN and caching layers for faster load times in partnership with Pantheon.
As our website was rebuilt and we ramped up our content development and SEO programs, we’ve seen huge growth in our traffic volume.
Marissa Boevers, VP of Platform Commons Clinic
Results
100% Google PageSpeed Insights score on desktop
Commons Clinic saw a major lift in traffic volume after rebuilding their website and ramping up content and SEO efforts — all backed by a 100% PageSpeed score on desktop
- Achieved a 100% Google PageSpeed Insights score on desktop and significantly improved mobile performance
I would highly recommend that any company looking for a collaborative partner to grow their online presence and drive their business, consider The Code Company
Marissa Boevers, VP of Platform Commons Clinic
