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Website Design and Development Proposal

Prepared for Advanced Spine and Pain

Abstract Geometric Design

Overview

Advanced Spine and Pain has been a valued 81A client since 2020, and we are proud to have partnered with your team through a period of significant growth. During that time, the organization has evolved well beyond a traditional pain management practice.

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Today, ASAP operates as a multi-specialty healthcare organization offering pain management, foot and ankle surgery, orthopedic surgery, chiropractic care, physical therapy, and additional services. With expanding locations, additional specialties, and a more complex structure, the current website no longer reflects the scale and direction of the organization.

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This proposal outlines a strategic website rebuild designed to support continued growth, improve the patient experience, and create a scalable foundation that can evolve alongside the organization. The goal is not simply a visual refresh, but a structural rebuild that aligns the digital platform with the way the organization now operates.

ASAP 81A v3_4x.png

Project Goals

The goals of the new website are to:

 

  • Present ASAP at the level of a large regional healthcare system, while maintaining the accessibility, clarity, and personality that differentiate it from typical healthcare networks.

  • Make it easy for patients to find care by location, provider, and/or specialty

  • Support current and future growth without requiring another rebuild

  • Maintain and strengthen existing search engine visibility

  • Improve usability across desktop and mobile devices

  • Streamline the path to booking an appointment or requesting care

Platform and Approach

The new website will be built on WordPress, providing a flexible, reliable, and easy-to-manage foundation for long-term growth. This approach allows us to focus time and budget on strategy, structure, and user experience rather than unnecessary custom development.

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The site will be fully responsive and designed with accessibility, clarity, and performance in mind.

Central Filtering Experience

A core feature of the new website will be a robust filtering system that allows users to quickly browse and access information based on:

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  • Location

  • Provider

  • Specialty

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This system prevents patients from getting lost as the organization grows and establishes a navigation standard consistent with leading healthcare systems.

Specialty-Focused Architecture

Under the main Advanced Spine and Pain umbrella, each subspecialty will have its own dedicated landing page. Examples may include:

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  • Interventional Pain Care

  • Conservative Care

  • Vascular and Arterial Care

  • Orthopedic and Spine Surgery

  • Foot and Ankle Surgery

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Each specialty page will include:

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  • A clear overview of the specialty and services offered

  • Treatment/Condition pages for that specialty

  • Patient-friendly educational content

  • The ability to browse associated providers and locations

  • Clear calls to action for appointments or next steps

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This structure allows each specialty to stand on its own while remaining clearly connected to the broader ASAP brand.

Providers and Locations

The website will include structured pages for providers and locations that integrate seamlessly with the filtering system. This allows patients to easily see which providers practice at which locations and which specialties are offered at each site.

Appointment and Contact Flow

The site will include a streamlined contact and appointment request experience. Where possible, we will coordinate integration with third-party scheduling platforms such as Zocdoc or similar systems to reduce friction for patients seeking care. The final decision on the 3rd party appointment booking system will be based on ASAP’s needs and budget.

HubSpot Integration

All primary forms on the website will be built directly through HubSpot so that patient inquiries, referrals, and contact requests flow automatically into ASAP’s CRM. This supports accurate tracking, automation, and reporting across specialties and locations without manual handling.

SEO and Performance

Search engine optimization will be a top consideration throughout the build process to protect and enhance ASAP’s existing search performance. This includes:

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  • SEO-friendly site architecture

  • Optimized page templates and metadata

  • Proper handling of redirects from the existing site

  • Clean, readable content structure

Site Structure and Key Features

Site Structure and Key Features

Central Filtering Experience

A core feature of the new website will be a robust filtering system that allows users to quickly browse and access information based on:

​

  • Location

  • Provider

  • Specialty

​​

This system prevents patients from getting lost as the organization grows and establishes a navigation standard consistent with leading healthcare systems.

Specialty-Focused Architecture

Under the main Advanced Spine and Pain umbrella, each subspecialty will have its own dedicated landing page. Examples may include:

  • Interventional Pain Care

  • Conservative Care

  • Vascular and Arterial Care

  • Orthopedic and Spine Surgery

  • Foot and Ankle Surgery

​​

Each specialty page will include:

  • A clear overview of the specialty and services offered

  • Treatment/Condition pages for that specialty

  • Patient-friendly educational content

  • The ability to browse associated providers and locations

  • Clear calls to action for appointments or next steps

​​

This structure allows each specialty to stand on its own while remaining clearly connected to the broader ASAP brand.

Providers and Locations

The website will include structured pages for providers and locations that integrate seamlessly with the filtering system. This allows patients to easily see which providers practice at which locations and which specialties are offered at each site.

Appointment and Contact Flow

The site will include a streamlined contact and appointment request experience. Where possible, we will coordinate integration with third-party scheduling platforms such as Zocdoc or similar systems to reduce friction for patients seeking care. The final decision on the 3rd party appointment booking system will be based on ASAP’s needs and budget.

HubSpot Integration

All primary forms on the website will be built directly through HubSpot so that patient inquiries, referrals, and contact requests flow automatically into ASAP’s CRM. This supports accurate tracking, automation, and reporting across specialties and locations without manual handling.

SEO and Performance

Search engine optimization will be a top consideration throughout the build process to protect and enhance ASAP’s existing search performance. This includes:

​

  • SEO-friendly site architecture

  • Optimized page templates and metadata

  • Proper handling of redirects from the existing site

  • Clean, readable content structure

Preliminary Sitemap

    • Master brand positioning

    • Clear entry points to each specialty division

    • Primary CTAs: Request Appointment | Refer a Patient

    • Highlighted providers and locations

    • Integrated care messaging

    • Our Story

    • Leadership

    • Integrated Care Model

    • Careers

  • (Division Hubs): Each division functions as a “home within a home.” Each will contain its own overview page plus structured treatment and condition pages for the most-searched and highest-impact services within that specialty.

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    • Interventional Pain Care

      • Division Overview

      • Treatment & Condition Pages

      • Related Providers

      • Locations Offering This Specialty

    • Orthopedic & Spine Surgery

      • Division Overview

      • Treatment & Condition Pages

      • Related Providers

      • Locations Offering This Specialty

    • Vascular & Arterial Care

      • Division Overview

      • Treatment & Condition Pages

      • Related Providers

      • Locations Offering This Specialty

    • Foot & Ankle Surgical Care

      • Division Overview

      • Treatment & Condition Pages

      • Related Providers

      • Locations Offering This Specialty

    • Conservative Care (PT / Rehab / Wellness)

      • Division Overview

      • Treatment & Condition Pages

      • Related Providers

      • Locations Offering This Specialty

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    • Master Directory

      • Filter by Specialty

      • Filter by Location

      • Filter by Provider Name

      • Filter by Language 

    • Individual Provider Profiles

      • Bio

      • Education

      • Video (if available)

      • Specialties

      • Reviews (may require additional WordPress plugin fee)

      • Direct Booking Link (if available)

      • Locations

    • Location Directory

      • Filter by Region

      • Filter by Specialty 

      • Filter by Surgery Center Availability

    • Individual Location Pages

      • Contact information

      • Interactive Map

      • Services Offered

      • Providers at This Location

      • Local SEO Optimization

      • Reviews (may require additional WordPress plugin fee)

      • Appointment CTA

    • Referral Overview

      • Division-Based Referral Pathways

      • Direct Referral Forms by Specialty

      • Physician Resources

    • Forms

    • Insurance Information

    • Medical Record Requests

    • Pre-Op / Post-Op Instructions

    • Treatment/Condition Guides

    • FAQs

    • Possible 3rd party direct booking (ie, ZocDoc or similar)

    • HubSpot-powered form(s)

    • Specialty selection

    • Location selection

    • General Contact

    • Department Contacts

    • Administrative Contacts

This architecture accomplishes three things:

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  1. Clearly communicates ASAP as a healthcare system, not a single-specialty practice

  2. Allows each division to grow independently without redesigning the site

  3. Supports SEO across specialties, providers, and locations simultaneously

Investment

$28,000

Total Project Cost

120 Days

Estimated Project Completion

50%

Due to begin work

50%

Due at time of public site launch

This project is structured as a strategic rebuild to support continued expansion while maintaining cost efficiency. By leveraging a flexible WordPress foundation and focusing development effort on structure, usability, filtering functionality, and SEO preservation, we are able to deliver a scalable, multi-specialty website without unnecessary custom development.

 

This investment includes:

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  • Discovery and planning

  • Refinement and standardization of ASAP umbrella and division branding structure

  • Design customization and layout refinement

  • Website development

  • Filtering functionality

  • Content migration for key pages

  • SEO-conscious implementation and redirects

  • Coordination with third-party scheduling tools

  • Testing, quality assurance, and launch support

 

The project investment covers strategy, design, development, and launch of the new website.

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The following items are not included in the project fee unless otherwise specified:

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Third-Party Software & Integrations

WordPress websites rely on specialized third-party plugins and services to power advanced functionality such as scheduling tools, review aggregation, advanced filtering, and performance optimization. These tools typically carry monthly or annual subscription fees paid directly to the software provider.

Examples may include:

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  • Scheduling platforms (e.g., Zocdoc or similar)

  • Premium filtering or directory plugins

  • Review aggregation tools

  • Security and HIPAA services

  • Accessibility compliance tools

 

Final selections will be recommended based on ASAP’s needs and budget.

 

Hosting & Infrastructure

Website hosting, domain registration, SSL certificates, and server-level infrastructure costs are not included unless otherwise specified.

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Expanded Feature Development

Custom software development beyond the defined scope, advanced integrations, or new system functionality introduced after scope approval may require additional investment.

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Large-Scale Content Expansion

While core content migration and refinement are included, substantial new treatment libraries or major new content initiatives beyond agreed priority pages may require additional scope.

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Ongoing Marketing & Website Management

Ongoing updates, content adjustments, performance monitoring, SEO work, and website maintenance are supported through ASAP’s existing marketing retainer agreement with 81A and are not part of the one-time rebuild fee.

Next Steps

This proposal is intended as a collaborative starting point. We welcome the opportunity to refine scope, priorities, and timelines based on Advanced Spine and Pain’s goals and feedback.

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Please let us know if there is additional information we should incorporate or if you would like to move forward into the planning phase.

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