A clinical brand that finally reads like one.
Lumenwave Health is a clinical-grade telehealth platform serving 12 states. They came to us with a brand that worked in the deck and didn't survive into the website. We rebuilt the marketing site on headless WordPress with a Next.js front-end, a condition library that earns rankings, and a HIPAA-aware analytics stack the compliance team signed off on.
Outcome
LCP
Stack
Engagement
The brief
Rebuild the marketing site as a serious clinical brand without losing rankings or compliance.
Lumenwave's existing site was a Squarespace template that had served the seed-stage company well and was now a liability. Compliance flagged third-party trackers on appointment pages. SEO was thin because there was no condition library. And the brand voice — clear, calm, clinically rigorous — didn't survive into product pages. The brief: rebuild on a stack the engineering team could own, with editorial weight worthy of the brand and a HIPAA-aware analytics surface compliance approved.
What we hear most
The starting state.
Compliance flagged trackers
Meta Pixel and GA4 firing on appointment pages with PHI in the URL. Compliance had documented the issue. Marketing had not been able to fix it.
Condition library missing
Patients searching for symptoms landed on competitors. Lumenwave's clinicians had written extensive internal protocol docs that had never been adapted to public content.
Brand voice didn't survive into product pages
The deck was clear, calm, clinical. The website was Squarespace template with stock-photo waiting rooms.
Performance was failing CWV
Real-user LCP at 3.4s on mobile. Search Console flagging poor URLs. The platform ceiling was hit.
Engineering wanted ownership
The product team was on Next.js. They wanted the marketing site on a stack they could deploy and observe alongside the product.
What we deliver
What we shipped.
16-week build covering design system, headless architecture, condition library, and HIPAA-aware analytics.
Design system
- Editorial type system pairing serif headlines with clinical sans body
- Photography direction: real clinicians, no stock waiting rooms
- Trust signals integrated (HIPAA, SOC 2, state-licensure transparency)
- Empty/error/loading states designed end-to-end
- Mobile-first patterns across the funnel
Headless architecture
- WordPress backend with custom Gutenberg blocks for editorial
- ACF Pro content model for condition pages, providers, services
- Next.js front-end with App Router and ISR
- WP-GraphQL with on-demand revalidation via webhook
- Editor preview routes with signed tokens
Condition library
- 112 condition pages built from clinician-reviewed content
- MedicalCondition + Article schema
- Internal-link plan tying conditions to provider and service pages
- Editorial photography + clinician quote per condition
- Indexation hygiene: noindex for thin variants, canonical for similar
HIPAA-aware analytics
- Server-side conversion tracking (no PHI in third-party trackers)
- First-party analytics with proper data segregation
- BAAs in place with all relevant vendors
- Cookie consent and data-handling documented
- Compliance review pre-launch — signed off
Process
How this service runs end to end
The same six-step shape we use across every Haxtiv project — adapted to the specifics of this scope.
01
Discover
Audit, intent, and the part nobody is saying out loud
We open with a working session — not a deck. We pull analytics, crawl the existing site, audit the brand, and interview the people closest to revenue. We surface the friction inside the team, not just the friction on the screen.
02
Define
Sitemap, story, and the metrics that actually matter
We define the audience journeys, the commercial pages we are willing to defend, the SEO architecture, and the measurable outcomes. You get a shape of the project that survives feedback because it was built on evidence.
03
Design
Editorial system, art-directed, never templated
Type, grid, motion, and tone built as a system. We design the hero, the long pages, the unloved corners, and the empty states. Every screen looks like it belongs to the same studio. Nothing is parked for later.
04
Build
Production code your team can keep
WordPress, Shopify, or page builder — we build clean, accessible, performant, and documented. Component-led, naming you'll recognize next year, and a changelog your in-house team can read.
05
Launch
Migration without losing rankings or sleep
Pre-launch crawl, redirect map, schema and metadata cutover, performance baseline, and a launch playbook. We run the deploy with you, not at you.
06
Grow
Care plan, CRO sprints, and quiet improvements
We stay involved. Monthly performance reports, security and core updates, and CRO sprints that compound. The site gets better the longer you keep us.
What this looks like in production
Numbers we earn, not numbers we round up.
Sites shipped
across 27 countries
Studio hours
delivered since 2019
Avg conversion lift
post-redesign clients
Client retention
into year two
In their words
Senior teams who chose us.
Haxtiv replatformed our marketing site without losing a single ranking. We saw organic leads up 38% inside the first quarter and the editorial team finally has a layout system they don't fight.
Mara Iglesias
VP Marketing · Lumenwave Health
Headless WordPress redesign
Our previous Shopify build was a Frankenstein of apps. The Haxtiv team simplified the stack, rebuilt the PDP and CRO patterns, and our store is faster and more profitable than it has ever been.
Daniel Korver
Founder · Northbound Goods
Shopify Plus rebuild
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Where to go next
Brief us
Have a healthcare or clinical brand brief? Let's talk.
30-minute call. We'll review the brief and share an honest scope.