Website for two audiences

An Orthopedic Practice Website Has to Calm a Worried Patient and Reassure a Busy Coordinator, on the Same Page

Most orthopedic sites are built like brochures: a photograph of a surgeon in scrubs, a long list of procedures and a phone number in the corner. The patient who wants to know whether a swollen knee can wait, and the referral coordinator trying to find out how to send a patient, both leave without an answer. We build sites with service-line hubs, surgeon pages, a walk-in or injury clinic page, a referral path and forms designed with privacy in mind.

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Page inventory

The Pages a Bone and Joint Site Usually Needs

Page	Who it is for	What it must do	Common mistake
Home	Everyone	Show the main paths: new injury, consult, surgeon search, provider referral	A slider with six messages
Service-line hubs	Patients researching	Lead to condition and procedure pages by body area	One mega page for every condition
Condition pages	Worried patients	Explain the problem plainly, options and when to call	Dense medical text and no next step
Procedure pages	Surgery shoppers	Describe preparation, the day and recovery in general terms	Promising results and timelines
Surgeon pages	Patients and referrers	Training, focus, locations, plans, a human introduction	A photo and two adjectives
Injury clinic page	People hurt today	Hours, location, imaging, who can walk in	Hours buried in a PDF
Locations	Everyone	Directions, parking, accessibility, phone and hours per office	A map embed and nothing else
For referring providers	PCPs, therapists, urgent care	How to refer, what to send, who to call, response times	No page at all
Patient resources	New and current patients	Forms, insurance, billing, portal link, what to bring	Forms that cannot be completed on a phone
Second opinions	Surgery shoppers	Welcoming process and how to bring imaging	Hard-to-find contact

Mobile

Design for the Phone in the Waiting Room, the Parking Lot and the Ski Lodge

An injured person usually searches on a phone, often with one hand. The call button must be visible without scrolling, the hours must be right at the top of the injury clinic page and the directions must work in a navigation app. A caregiver looking up a parent's surgeon may be reading on a tablet at the hospital. Many patients are older and need large text, strong contrast and a simple menu.

Speed matters, particularly where imaging examples or large photographs are used. We size and compress images, avoid autoplay video and test pages on mid-range phones, not just fast office machines. Accessibility is part of the work: clear headings, labeled form fields, keyboard navigation and text alternatives for images. It helps patients with limited vision or mobility and reduces legal exposure, which your counsel can explain further.

Build

From First Call to Launch

Discovery
We interview an administrator, a surgeon and someone at the front desk about who calls, what they ask and what slows them down.
Structure
A sitemap built around service lines, surgeons, locations and the referral path, reviewed before any design begins.
Design
Layouts for the home page and three page types, with real photographs of your office and people.
Content
Draft text reviewed by surgeons for accuracy, free of outcome claims.
Forms and tracking
Forms and call tracking set up conservatively, with your privacy officer's review.
Launch and redirects
Old URLs are redirected so the rankings and referrals you have are not lost, and we check the site on real phones.

Technical checklist

Behind the Pages: What We Check Before Launch

Item	Why it matters for this specialty
Mobile speed on a mid-range phone	Injured and older visitors are often on slow connections
Tap targets and call button placement	One-handed use, sometimes in pain
Structured data for practice, physicians and locations	Helps search engines and AI tools read facts correctly
Redirects from old URLs	Protects rankings and referral habits
Accessibility review	Older patients and those with limited vision or mobility
Secure forms and encrypted connections	Privacy and trust
Analytics with sensitive pages excluded	Keeps health information out of ad and analytics systems
Email routing from forms	Messages should not sit unread in a former employee's inbox

Surgeon pages

Anatomy of a Surgeon Page Patients and Coordinators Both Read

The top of the page has a clear photograph, the full name with credential, subspecialty focus in one line and a button to request an appointment. Below it sit the fixed facts: training, board status described the way the board allows, hospitals and surgery centers, offices where the surgeon sees patients, plans accepted and languages spoken. Then comes a short passage in the surgeon's own voice about how they work with patients, followed by the conditions and procedures they treat, each linked to its page. A video introduction goes near the top if one exists.

Avoid long lists of awards, strings of acronyms without explanation and any wording about success rates unless a counsel-approved, sourced version exists. Keep page structure identical across surgeons so patients can compare them fairly, which is also what referring offices want.

Forms and privacy

A Contact Form Can Collect More Than You Intended

A simple "tell us about your injury" box invites patients to type details of their condition, and that text may travel through a form plugin, an email system and an analytics tool, each a possible place for protected health information to leak. We design forms to collect the minimum, such as name, preferred phone and a general reason like "knee consultation," send them through providers that sign business associate agreements where your counsel requires it, and keep analytics and ad tags off pages where health details could be entered.

The federal guidance on tracking technology has changed several times, including a 2024 court ruling that set aside part of it, and state privacy laws add their own requirements. We follow your privacy officer's lead rather than offering legal conclusions. A patient portal login is the clearest case for caution: no advertising or analytics scripts should run on it.

Trust details

Little Things Patients Notice

Real photographs

Your building, your people

Parking, entrance, imaging room and staff, so the first visit feels familiar.

Credentials shown accurately

Board status and training

Use the wording the board and your counsel approve.

Insurance clarity

Plans and referral rules

State what you accept and say to confirm before the visit.

Emergency guidance

When not to wait

A plain note about when to use an emergency department.

Plain pricing information

Where allowed

Explain self-pay and financing options if you offer them.

Second-language access

If your community needs it

Key pages in the languages patients speak.

The referral path

Give Coordinators a Page Built for Their Job

Referral coordinators have a particular need: they want to send the right patient to the right surgeon with the right paperwork and then hear back. A provider page that lists the subspecialties by surgeon, shows how to submit a referral, lists the imaging and records that help, states typical scheduling windows and names a person or number for urgent cases saves a great many phone calls. It also signals that your practice is organized, which is a reason to refer.

If your system supports secure electronic referrals, link to them. If not, keep a simple, secure fax or phone path and say so. Never post a form that asks a provider to type patient details into an ordinary website form unless it is built for that purpose and approved.

Imaging, video and galleries

Heavy Media Needs a Plan

Orthopedic sites tend to accumulate large files: surgical photographs, animated procedure videos from device companies, before-and-after galleries, long PDFs of patient forms. Left alone, these slow every page. We compress and lazy-load images, host video on a platform with captions, offer forms as web pages that work on a phone before offering a download and keep device-maker animations for the procedure pages that need them. Where a manufacturer supplies content, we check that the claims in it match what your practice is allowed to say, since the manufacturer's rules and your board's rules can differ.

Galleries of surgical results deserve special thought. Many boards limit or discourage them for some procedures, and Meta and Google both restrict them in ads. If you keep one, label it clearly as an individual outcome that does not predict yours, and let counsel decide.

Locations and satellites

Multi-Office Groups Need a System, Not Ten Copies of One Page

When a group runs six offices, an injury clinic and two surgery centers, the temptation is to clone a location page six times. Patients are poorly served by that. A good location page lists which surgeons see patients there and on which days, what services and imaging are available, how to find the entrance, where to park and which hospital is nearest for emergencies. A satellite that is open two days a week should say exactly which two days, in the page text and in the Google profile.

We build a shared template with fixed fields, so every office answers the same questions, and then add the details only a person who has been there would know. That structure also makes it easy to keep dozens of pages correct when a schedule changes.

Pricing

What an Orthopedic Practice Website Costs

Two Organic Growth tiers come with a built and managed site, hosting and upkeep included. If you want only the site, we quote it after a short conversation. Everything is month to month.

Organic Growth Gold $2,495/mo

The site comes alongside fifty landing pages and eight content assets a month, plus the search program behind them.

Organic Growth Platinum $3,495/mo

The same managed site with one hundred pages and twelve assets monthly, for groups with many surgeons and offices.

Standalone website Quoted after a call

A custom build for practices that want only the website. Describe your surgeons, offices and goals and we will price it.

Details

Website Questions From Administrators

How much does an orthopedic practice website cost?

A built and managed site comes with the Gold tier ($2,495 a month) and the Platinum tier ($3,495). Wanting just the site? We price it after a brief call, and nothing locks you in.

Can we keep our hospital's website and add pages?

Sometimes. If the system controls the domain, we work with its team on content and structure, and we can build supporting pages or a separate practice site when permitted.

Do we need online scheduling?

It helps for new injuries and returning patients, but surgical consultations often need insurance and referral checks first. A request form with a fast callback can be better than a booking tool that cannot handle those details.

Should we post a patient testimonial video?

Only with proper written consent and counsel's review. Many practices do better featuring surgeon introductions and general education.

How long does a build take?

It depends on the number of surgeons, offices and pages and on how fast reviews are returned. We give a schedule after discovery.

Will we lose our current rankings?

We map every existing page and redirect it. A change in layout and URLs always carries some risk, so we monitor Search Console closely after launch.

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