140,000+
Search Impressions
across tracking period
80
Page 1 Rankings
search terms on Google's first page
100
Single Post Keywords
from one blog post about contact lenses
18 months
From Zero
to full brand, site, and SEO platform
The challenge
Taking over an established practice is a specific kind of problem. The clinical reputation is already there — 39 years of community trust in Vision Care Center's case — but the digital presence hasn't kept pace, and new patients searching online have no way to find you or understand what's changed. Dr. Jordan Jin needed a digital presence that honored the practice's legacy while making it clear that Vision Care Center was moving forward under new leadership with expanded services.
Healthcare also comes with constraints most web projects don't. HIPAA compliance and accessibility standards shape decisions around analytics, form handling, and how content is structured — and they can't be retrofitted after the fact. Building for the health industry means understanding those requirements from the start.
The approach
The brand came first. A practice taking over from a 39-year legacy can't show up looking generic — it needed a visual identity that felt both clinically credible and approachable enough that patients would feel comfortable choosing a new doctor. Those two things are in tension by default, and the brand work had to resolve that tension before anything else could be built on top of it.
The site strategy followed from the brand. Service pages organized around how patients think about eye care — not how the clinic categorizes its offerings — made it easy to communicate the new services Dr. Jin was introducing alongside the established ones. Dry eye treatments and ocular disease management are high-value services that prospective patients search for specifically. The site needed to show up for those searches and explain them clearly.
Content strategy was built in from the start, not added after launch. The first wave of blog content targeted the specific eye health questions people are already searching — product queries, condition explanations, care guides — designed to rank and bring in patients at the moment they're looking for answers.
The results
18 months ago, this practice had no modern digital presence. Now the site has generated over 140,000 search impressions and ranks for 80 search terms on Google's first page — built entirely through content and SEO architecture, no paid advertising.
The content strategy produced one result worth calling out specifically: a single blog post about contact lenses ranks for 100 keywords on its own. One well-targeted piece capturing an entire topic cluster — that's what content strategy looks like when it's built around how people actually search.
Organic traffic grows month over month. The practice shows up for the searches that bring new patients through the door, which is exactly what a practice with a 39-year legacy and a new direction needed.
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