dan Breiner Whole-Body Health Center had years of good content and a website that made patients work to find it. So we rebuilt it around the question every patient actually walks in with: can you help with what I have?
Breiner is two practices under one roof in Fairfield, CT: Whole-Body Dentistry and Whole-Body Medicine, plus divisions for brain performance, IV therapy and regenerative medicine. That’s a lot of services, a lot of conditions and decades of articles. The old site had all of it. It just wasn’t organized for the person on the other end of the search box.
Start with the problem, not the treatment
Most patients don’t search for “biomagnetism” or “frequency specific microcurrent.” They search for “chronic fatigue” or “migraines that won’t go away.” A menu of treatment names only works if you already know which one you need.
So the new site leads with What We Treat. 52 conditions are grouped into six concern categories, like Digestive Health, Hormonal & Metabolic Health and Immune & Detox. Brain & Nervous System, the biggest group, gets its own sub-groups, so a parent looking for autism support doesn’t have to scroll past stroke recovery to find it.
Each condition page explains the symptoms and causes in plain language, then lists the services that help, from either practice. A condition that belongs in two places shows up in both, with a small “Also in…” tag so nothing is duplicated or lost.
Services that build their own menus
On the other side are around 50 services, each assigned to a practice. That one choice decides the page’s web address, which practice page lists it, and where it appears in the mega menu. Add a service and it shows up everywhere it should. Set one to draft and it disappears from all of them.
Every service is built from the same structured fields: a short intro, benefits, quick facts, what to expect, who provides it, and FAQs. Any section left empty simply doesn’t appear, so a brand-new service never looks half-finished.
Landing pages for the big stuff
Some services deserve more than a template. TruDOSE regenerative therapy, hyperbaric oxygen, neurofeedback, biomagnetism and a handful of others each got a full landing page: a hero, key numbers, a step-by-step of what a visit looks like, comparisons, patient video stories and FAQs.
Rather than hand-build each one, we made a reusable landing-page system in the theme. Each page is a short list of sections in whatever order the story needs. The same system later handled the Autism and Lyme condition pages and the Our Story page.
Moving house without losing the mail
A redesign that loses its Google rankings isn’t a win. The old site had a long history of URLs, and its redirect plugin had quietly collected about 100,000 auto-generated redirects. Some were loops, and some were hijacking real pages: at one point the new Dental page was being redirected somewhere else entirely.
We switched the junk off, then mapped the old site by hand: 296 redirects, each sending an old address to the closest new page. Of the 434 pages on the old site, 430 now land somewhere real.
Then the SEO basics. Every page got a unique search description, and 139 articles that had all shared the same boilerplate got their own. We also found the old theme had never output page titles at all, so Google had been guessing. Business details, social profiles and structured data got cleaned up too, and every image on the site, more than 500 of them, got descriptive alt text.
Making it fast
The first PageSpeed test after launch scored 56 on mobile. The homepage hero photo took almost 20 seconds to load on Google’s simulated slow phone. The biggest problems weren’t exotic:
- Images. The hero was a nearly 1 MB PNG. Converting the site’s oversized PNGs to WebP took 1.3 GB of images down to 89 MB, and the hero dropped to 57 KB.
- Icons. The site uses 176 icons and was loading all of Font Awesome Pro, about 900 KB on every page. We trimmed it to just the icons in use, plus a safety pack for editors, at about 67 KB.
- Duplicates. A chat plugin loaded its own copies of Bootstrap and Font Awesome, jQuery loaded twice, and an old Tag Manager container was re-loading the same Google tags. All gone.
- Thirty stylesheets. Combined into one, with scripts deferred so they don’t block the first paint.
Mobile now scores 78, with the hero loaded in 4.4 seconds instead of 19.9. Desktop scores 100, and mobile accessibility scores 100.
The results
[Add Search Console impressions and clicks, before and after launch.]
Handing over the keys
A site this size only works if the people running it can keep it current without calling us for every change. So the handoff included a 35-page editing guide built from real screenshots of their admin, and nine short narrated how-to videos: updating hours, adding a service or condition, featuring an article in the pop-up, adding videos, images and alt text, search descriptions, and redirects.
Under the hood
It’s a custom WordPress theme on Bootstrap 5. Services, conditions, team members, videos and products are their own content types, with custom fields for everything structured. Practices and concern categories drive the URLs, menus and cross-links. Yoast handles SEO, Gravity Forms handles the contact form, and SiteGround’s optimizer plus a few theme-level tweaks handle speed.
No page builder, no plugin pile. Just a site organized around the patient, that the practice can actually run.
