What actually happened
The change request
that went nowhere.
Dr. McAllister's practice sat on a vendor-hosted WordPress template. The
site wasn't broken, exactly. It was just stuck. When he wanted the
homepage to actually say something about his practice, he did what
you're supposed to do: he emailed his vendor. New headline ("Where
Chiropractic Means Precision"), a rewritten introduction in his own
voice, a $49 new patient special front and center. That was June 24.
While that email sat in a queue, we started building. Not a mockup, the
real thing: a custom design drawn from his own sunburst logo, his real
photo library, and a site built around the differentiator his template
never mentioned: his Advanced Proficiency rating in Activator Methods,
the precision instrument technique his practice is known for. On July
15 his staging site went live carrying every change from that June 24
email. The side-by-side above is the whole pitch in one image.
Here's the part that matters going forward: he never has to wait again.
His site now has a plain-English editor. He types what he wants changed,
and it's done. When he sent us six new photos in July, they were placed
across the site in days, not billing cycles. That's the difference
between renting a template and owning a website that answers to you.
June 24Dr. McAllister emails his old vendor a simple homepage change request.
July 14We build the first five pages of a brand-new custom site.
July 15His June 24 changes go live on the new site, word for word.
July 31Agreement signed after he ran it through his own AI review.
August 4The new site goes live on kentwoodfamilychiro.com with every old page redirected.
TodayThe old vendor's change, as far as we know, still hasn't been made.
The part nobody sees
A migration is measured by
what doesn't break.
Two things surfaced in our pre-launch audit that had nothing to do with
design. First, his domain was registered inside the old vendor's
account and was six weeks from expiring. If that date had passed
unnoticed, his entire online presence could have gone dark or become a
hostage negotiation. We flagged it early and made sure the domain was
secured and under the practice's control before anything moved.
Second, the redirect map. Before cutover we pulled his site's actual
Google Search data and checked every page Google knew about against our
plan. That caught a services page with over 900 search impressions that
would have quietly died, plus 25 forgotten old addresses we found by
sweeping the site's history. Every one now forwards to the right new
page. In Google's next indexing pass after launch, his indexed pages
jumped from 52 to 85.
The added kick
His old site counted fake conversions.
His new one measures ChatGPT ads.
Dr. McAllister runs Google ads, so we audited the measurement behind
them. What we found is common and quietly expensive: his "conversion"
was any visit to the thank-you page, and that page was open to anyone,
indexed by Google, and listed in his sitemap. People were landing on it
from search without ever filling out a form, and every landing counted
as a lead. His ad platform was optimizing toward a mirage.
The rebuild does it honestly. A conversion now fires exactly once per
real submission, on a confirmation page you can only reach by actually
submitting the form. We verified it with negative tests: bots, reloads,
and direct visits register nothing; one real submission registers one
lead.
Then came the fun part. He also advertises on ChatGPT, so we wired
OpenAI's conversion tracking the same honest way: sitewide pixel,
conversions tied to confirmed form submissions and completed bookings
only, deduplicated so nothing double-counts, tested end to end,
including inside his third-party booking widget. Chiropractic offices
advertising on ChatGPT are still rare. Measuring those ads down to
confirmed appointments is rarer. His site does both.
Dr. Josh Fritz, DC
Founder, PracticeFlux · Bay View Chiropractic, Milwaukee
Every number on this page came from Dr. McAllister's own Google Search
Console and our build records, published with the practice's
permission. More case studies:
Bay View Chiropractic (six times
the visitors, page 1 rankings) and
Tri Modern Health (a bilingual
rebuild off iMatrix). For the speed data across every site we've built,
see the fleet speed scores. If
you're on the same platform Dr. McAllister left, start with
our Inception alternative page.
