Work → EC Bone & Joint
Healthcare · Orthopedics · WordPress
EC Bone & Joint — An Orthopedic Practice Website Built to Rank for Procedure Searches and Convert Patient Visits Into Appointments
The Challenge
EC Bone & Joint is an orthopedic and joint health center offering a broad set of musculoskeletal procedures, consultations, sports injury care, and regenerative medicine options. Orthopedics is a procedure-driven specialty, so generic pages were not enough to rank for the searches patients were actually using.
Their old website did not rank for procedure-specific searches, lacked proper local SEO, had no online booking, and loaded too slowly on mobile. That meant high-intent patients searching for knee pain treatment, sports injury care, or arthritis support were not finding the practice through the site they had.
What We Built
Procedure-First SEO Architecture
The most important structural decision was creating individual pages for each major procedure and condition rather than hiding everything on one generic services page. That included joint replacement consultation, knee pain treatment, hip pain treatment, shoulder pain, sports injury rehabilitation, regenerative medicine, spine and back pain, and arthritis treatment.
Each page was written in patient-friendly language, structured around real search intent, and optimized for local ranking opportunity. This created an SEO foundation where every service line had its own chance to rank independently.
Provider Profiles, Booking, and Local SEO
Each physician received a detailed profile page covering education, certifications, subspecialty focus, and treatment philosophy. That matters in orthopedics, where the physician’s credentials influence the patient’s decision heavily.
We integrated booking directly into procedure pages and provider profiles to reduce friction and shorten the path from search to appointment request. Organization schema, medical-clinic signals, and Rank Math configuration were implemented across the site. The final performance result was 92 on desktop and 90 on mobile.
The Result
- ●The new site launched with 22 individual procedure and condition pages, giving the practice 22 specific ranking opportunities where the old site had effectively none.
- ●The booking integration immediately improved scheduling convenience for both patients and staff, especially for new patient consultations.
Tech Stack
Running an orthopedic practice or specialist clinic?
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