Case Study · Healthcare · Medford, WI
A clinic website patients can trust — and act on.
Borealis Wellness Clinic has served Medford families since 2012, and we've been its creative partner since 2015. In 2026 the site needed more than a refresh. We rebuilt it from the domain up.
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Dr. Samuel Klinner, D.C.
The Problem
Four problems.
All connected.
A clinic's website is its front desk after hours. When Dr. Klinner asked us for "a mini makeover," we found the site was quietly working against the practice.
Systems the clinic didn't control
An outside provider still held the domain's DNS, and the site's security certificate had stopped working. A second domain had been suspended because no one ever verified it.
Health claims it couldn't stand behind
Dozens of ghostwritten articles from 2016–2018, written by the clinic's earlier web providers, claimed chiropractic could boost immunity or treat colic, ear infections and high blood pressure. Claims like that put a clinic's reputation and license at risk.
A broken path to the front desk
The online booking link no longer worked. Patients who were ready to book hit a dead end.
A structure the clinic had outgrown
Conditions, services and staff were scattered across flat pages. Former doctors and a closed location were still listed. Patients couldn't find what applied to them — and neither could Google.
What We Did
Fix the foundation.
Then build on it.
Took back control
We moved the domain off the old provider's servers, restored the security certificate, set up email authentication so clinic mail stops landing in spam, and started recovering the suspended domain. The clinic now owns its own front door.
Removed the risk
We retired 42 articles and redirected each one to the page that best matched its topic — no dead links, no lost search history. Every clinical claim that remains is going to Dr. Klinner for sign-off.
Made one clear path
We removed the broken booking links and built every page around one action: call the front desk. Walk-in hours, insurance and what to expect on the first visit are answered before the patient picks up the phone.
Rebuilt around patients
We wrote and built 15 condition pages — back pain, sciatica, headaches, pregnancy, kids, work injuries and more — under one idea: start with what hurts. Services, team and new-patient steps each got a clear home, and every old URL now points to its new page.
Site Walkthrough
Walk the new site.
Four screens, in the order a new patient meets them.
Site Walkthrough01 / 04
01Home
One action, above the fold.
The first screen answers who, where and how: a downtown Medford clinic, what it treats, and one button — call. Walk-ins and insurance sit right underneath.
- Goal
- First phone call
- Replaced
- A broken booking link
- Pattern
- One primary action
HomeOpen live page →
02Condition finder
Start with what hurts.
Patients don't search for "services." They search for the thing that hurts. Every symptom is grouped four ways and sits one tap from its own page.
- Groups
- Spine · Family · Injuries · Joints
- Pattern
- Symptom-first navigation
- Built for
- Patients and search
Condition finderOpen live page →
03Condition page
Find the cause before you treat it.
All 15 condition pages share one structure: what it feels like, how it's treated, what the first visit involves, and when to see a physician first. Honest for patients, readable for Google.
- Template
- 15 condition pages
- Safety
- Physician red flags
- Claims
- Doctor sign-off
Back painOpen live page →
04New patients
No surprises at the front desk.
No referral needed, walk-in hours and benefits checked before you arrive. Every question that delays a first call is answered before the phone rings.
- Answers
- Referral · Hours · Cost
- Next step
- Call or walk in
- Pattern
- Objection handling
New patientsOpen live page →
By the Numbers
What changed.
"I'm not techy, but I appreciate that you are."Dr. Samuel Klinner, D.C. · Borealis Wellness Clinic
Is your website working for your business — or against it?
Every engagement starts with an audit of what you already have. You'll know what's at risk and what to fix first.
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