What he asked for
Ownership first.
Design second.
Most practices come to us because the old site is ugly or stuck. Dr.
Pelphrey came with a list. He wanted Google Analytics and Search
Console in his own accounts, Google Ads and Meta conversion tracking he
controls, landing pages he can point campaigns at without a ticket, and
a plain-English editor so a new page never waits on a vendor. He said
it plainly: he was leaving the all-in-one model and building a
marketing foundation he owns.
What shipped: 28 pages built around how he actually practices.
Evidence-based musculoskeletal care, spinal decompression, shockwave
therapy, Class IV laser, corrective exercise, and the documentation work
auto accident cases require. A conditions hub with a page for each
complaint patients search for, written to answer the question and
marked up so Google can show the answer. Three campaign landing pages
generated from his own admin panel, the same way he can make the next
one. His real Google reviews on the homepage, and a 2026 photo shoot of
his actual office in place of the stock photo that used to greet patients.
His review note on October 9, same day as the send: “It looks awesome.”
One addition, shipped within the hour. Two more rounds that week, all
same-day. Then four more condition pages after launch, chosen from his
own search data: the searches people were already making that his site
had no page for.
Sept 14Inbound lead. Baseline captured the same day: full-page screenshots and Lighthouse scores of the old site, so the before is real.
Sept 16Live demo of a preview built around his practice. He takes two weeks to hear the other vendors out.
Oct 6Signed through the self-serve signup. Build-out starts.
Oct 9“It looks awesome.” Review rounds through the week, each shipped the day it came in.
Oct 20Live on pelphreychiropractic.com. Zero downtime, every old address forwarded, accessibility swept to 100 the same afternoon.
Oct 21Four more condition pages from his search data. Admin credentials handed over.
The part nobody sees
A migration is measured by
what doesn't break.
Before cutover we pulled three months of his Google Search Console data
and tested all 112 addresses Google had indexed against the new site.
Seventy-one of them would have returned a dead page: the old blog tail
that a scrape of the live site never surfaces. Every one was mapped to
the most relevant new page before the switch, so the rankings had
nowhere to fall.
The flip itself was a nameserver change with the new zone pre-staged
and verified, which is why it took minutes and nobody noticed. The old
vendor's account stayed untouched for a week as a rollback that was
never needed.
Dr. Josh Fritz, DC
Founder, PracticeFlux · Bay View Chiropractic, Milwaukee
Every number on this page came from the practice's own Google Search
Console export and our build records. More case studies:
WellnessOne (2.7 times the search
impressions), Twin Tiers (average
position 18.8 to 11.4) and Bay View
(six times the visitors). Leaving the same vendor?
Start here.
