85-Page Orthopedic & Spine WordPress Build

Client (end user): Oasis Orthopedic & Spine — a multi-location orthopedic and spine surgery practice in New Jersey
Engagement: White-label development for a US marketing agency
Delivered: March – May 2025 · 66 days · 63 hours across build, fix-and-feedback, and redirect-reconciliation phases

The Craft of a Build

85 pages of a new Elementor build for a New Jersey multi-location orthopedic practice — 80 legacy PHP paths mapped to WordPress permalinks, two location-slug typos caught during pre-launch redirect verification, and a 7-recipient Gravity Forms appointment form built from scratch. The agency’s 29-item Issues Backlog and 56-item launch checklist closed before the site went live on WP Engine.

This case study is a record of such a build — an 85-page orthopedic and spine surgery practice site, delivered for a US marketing agency in the musculoskeletal segment.

Snapshot

The Brief

A US marketing agency retained by Oasis Orthopedic & Spine — a New Jersey practice with eleven locations and four board-certified surgeons — handed us a Google Sheets workbook with a full URL map, a templates catalogue, a Screaming Frog crawl of the legacy PHP site, a launch checklist, and a pre-populated issues backlog. The build sat on their WP Engine environment; the page builder was Elementor Pro; forms were Gravity Forms. The workbook’s sitemap carried two URL columns: the legacy .php paths on the old site and the new WordPress permalinks to build.

The ask: build all 85 pages against the agency’s template library, reconcile the 80 legacy URLs that needed redirect mapping from the old PHP surface to the new WordPress permalinks, and work through the fix-and-feedback backlog until the agency accepted the site. Throughout, remain outside the end-client-facing loop; surface ambiguity back to the agency; do not improvise medical content or navigational hierarchy.

How We Did It

1. Eleven templates, 85 pages, one build pipeline. Oasis’s pages spread across the agency’s medical template library: Homepage, Treatment Page (25 procedures including spinal fusion, discectomy, nerve blocks), Condition Page (25 conditions including ankle and foot pain, bone spurs, automobile injury), Service Page (12 services), Doctor Page (4 surgeons), Location Page (10 locations — Glen Rock, Plainfield, Jersey City, Elizabeth, Perth Amboy, West New York, East Orange, Summit, Clifton, Union), Location Directory, Treatment Directory, Blog Lander + Blog posts, About Page, and Default Template for supporting pages. Each page was built on its assigned template from the sitemap row; no page was hand-rolled outside the template system.

2. Legacy URL redirect reconciliation across 80 unique legacy-to-WordPress pairs. The Screaming Frog crawl of the old PHP site identified 80 legacy .php paths that needed permanent mapping to new WordPress permalinks. We reconciled each pair in the sitemap — old path to new permalink — and verified the redirect table against the agency’s audit. All 80 pairs were closed before handoff; 67 additional legacy URLs were explicitly marked for removal rather than redirect, and the redirect table reflected that decision.

3. Fix-and-feedback loop until sign-off. After the initial build, the agency opened rounds of client and reviewer feedback through their shared backlog. Issue #384 (Fix Web Issues Before Launch) covered pre-launch QA across meta data, slider alignment, and broken links. Issue #436 (Client Feedback) addressed missing description blurbs under service-page headings and slider-dot centring. Issue #415 (Selena’s Issues Backlog) tracked post-build tasks including Rank Math Instant Indexing plugin configuration and form notification wiring. Issue #438 (Web Form Information Update) required building a complex multi-notification Gravity Forms configuration from scratch — seven recipient emails wired for appointment routing. The locations page needed a Google Maps embed, but provisioning an API key required a US-registered payment method the team did not have at the time; we deployed the map with a developer-sourced key temporarily rather than stall the build while the agency set up their own billing. The 29-row Issues Backlog closed at 27 Completed; the balance was Info-Needed waits on the end client.

4. Pre-handoff verification against the local-search surface. Before handing off, we ran our Site Checker pre-handoff QA pass — core settings, content and SEO surface (meta titles, slugs, canonical settings), URL structure, content-language sanitization across pages and menus, and multi-resolution screenshots. For a multi-location orthopedic practice, the categories that matter most for local-search continuity are exactly those: slug consistency, NAP-adjacent copy accuracy (practice name format, address, phone number across 10 location pages), and canonical correctness. The pass confirmed the build was clean before the agency’s own post-handoff QA layer ran.

The redirect table had to be right before anything else could be accepted. Two location-slug typos — /locations/perth-amboys/ and /locations/plainfields/ — surfaced during staging QA and were corrected before the agency’s review cycle started, not after. On a multi-location orthopedic build, a broken redirect on a location page is not a visual defect; it is a local-search failure that can persist invisibly for weeks.

Results

The outcome, restated plainly: the agency’s 85-URL build shipped across 11 templates on the WP Engine environment, inside the 63-hour quoted budget. Eighty legacy URLs were mapped to new WordPress permalinks, the Issues Backlog was worked down to agency-acceptance levels, and the launch checklist closed before cutover.

Operational Integrity at handoff

The pre-launch QA pass on this build caught two location-slug typos — /locations/perth-amboys/ and /locations/plainfields/ — that would have produced broken redirects on live, and traced an Elementor slider rendering inconsistency to widget-level caching, which was resolved by disabling the cache on all affected service pages before handoff. Pre-handoff QA ran through Site Checker — see our QA discipline for the categories and the fail-zero gate. The agency’s own QA layer — their tools, their process — ran post-handoff and surfaced issues into the shared backlog for our fix loop until they signed off.

Process

Phases overlap — the redirect-reconciliation work began before every build-phase page had closed, and the fix-and-feedback tail ran alongside the final QA rounds, which is why the calendar timeline is 66 days rather than the sum of individual phases.

Team

Delivery team

• Nikita Tumasevic — lead developer across build, redirect reconciliation, and form configuration
• Anna Polunina — developer and QA on pre-launch fixes and backlog items
• Pavel Sazhin — QA iterations and fix verification
• Anton Hersun, xaverPRO — project lead (estimation, agency-side communication, sign-off)

Agency-side project management and client-facing communication remained with the partner agency throughout. Our team was invisible to the end client.

For agencies commissioning a white-label WordPress build