HealthWorks WNY: An Occupational Medicine Site, One Page Per Service
Sixty-nine URLs, a page for every examination and test the practice sells, and the richest structured data of any site in this group. It also still carries code written for Internet Explorer. Here is the build, and the punch list.
Who the Site Is Actually For
HealthWorks WNY is an occupational medicine and drug and alcohol testing practice serving Western New York. The visitor is usually not a patient. It is an HR manager or a safety director who has been told to get something done and needs to know whether this practice does it, where, and when.
The practice runs two locations, presented on the site as Northtowns and Southtowns, and publishes four phone numbers between them: 716-447-6433, 716-447-6474, 716-712-0670 and 716-712-0674.
One Page Per Thing You Can Buy
The sitemap holds 69 URLs. The services do not sit in one long list. Each is its own page: DOT physicals, employment physicals, college and sports physicals, interior and exterior fire fighter examinations, immigration physical examinations, fitness for duty evaluations, drug and alcohol testing, after hours testing, consortium management for random testing, and injury care.
That is not padding. A safety director searching for a DOT physical and a compliance officer searching for consortium management are two different buyers, and sending both to a shared services page makes both of them hunt. Giving each purchase its own address is the least clever and most reliable thing you can do for search engine optimization on a service business, and it is how we lay out any small business website.
The same instinct produced the other 14 entries in that sitemap, which are not pages at all. They are PDFs: the medical history questionnaire, the DOT physical exam form, the OSHA respiratory questionnaire, the HIPAA notice. A visitor downloads the paperwork and arrives with it finished.
The Structured Data
This is the part of the site we like best. The home page carries a MedicalOrganization graph with a PostalAddress, a ContactPoint, GeoCoordinates, an OpeningHoursSpecification for Monday through Friday, and a hasOfferCatalog. Inside the catalog, Physical Exams, Drug Testing and Immunizations are each typed as a Service, with the practice as provider and Western New York as the area served.
Most small business sites stop at a name, a phone number and an address. This one describes what the organization is, what it sells and where it sells it, in a vocabulary a machine reads without guessing.
There is no rating markup anywhere in it. We do not mark up review scores, ours or a client's.
Staff Pages the Practice Builds Itself
A medical practice changes staff, and a stale roster reads worse than no roster at all. The site runs our own SimpleCMS at /cms, and the staff pages sit on what we call a repeater: the practice adds a card to the roster in the editor, and the matching detail page is created from a template at the same time.
Today the sitemap carries a /medical-staff page, a /leadership-team page and 13 individual bio pages beneath them. Those credentials and careers belong to the clinicians and to HealthWorks WNY. We built the mechanism that publishes them and handed over the keys, which is what we do for any client in an industry where staff turns over.
What the Site Still Carries
We will not call this site modern or lean, because it is neither. The home page pulls four stylesheets and six scripts. One of those scripts is modernizr-2.6.2.min.js, which loads on every page and dates from the Internet Explorer era.
Three more IE era files sit in the source but do not run. html5shiv.min.js, respond.min.js and jQuery 1.12.4 are inside seven conditional comment blocks, so no current browser requests them, and the outdated browser notice that goes with them never renders. Dead source is still a maintenance cost.
Two more open items, since a case study that only lists wins is an advertisement. The home page has an H1 and zero H2 elements, so it carries no heading structure under the top level, and the structured data describes one postal address while the practice operates two locations.
The site ships an accessibility widget (Sienna), and the contact form at /contact-us posts to a handler on the practice's own server rather than to a third party. Neither makes a site compliant with anything, and we do not use that word. The honest version is a list, which is where any accessibility conversation should start.
See It Live
The site is at HealthWorks WNY. It sits alongside our other client work in the portfolio.
Do You Sell More Than One Thing?
If your services are stacked on one page and buyers cannot tell whether you do the job they need, we will map what a page per service looks like for your business.
Our website design service page explains what a project with AldoMedia includes, how it runs from the first meeting to launch, and how timing and pricing work.
Frequently Asked Questions
What is the most useful thing on the HealthWorks WNY site technically?
The structured data. The home page carries a MedicalOrganization graph with a postal address, a contact point, geo coordinates, opening hours and a hasOfferCatalog listing Physical Exams, Drug Testing and Immunizations as Service entries with an area served. It is all checkable description rather than marketing.
Does the site still carry Internet Explorer era code?
Yes, and we are not going to dress that up. modernizr-2.6.2.min.js loads on every page. html5shiv.min.js, respond.min.js and jQuery 1.12.4 sit inside seven conditional comment blocks, so a current browser never requests them, but they are still in the source. It is on our list and not fixed yet.
Does AldoMedia claim the medical services or the staff credentials?
No. The occupational medicine practice, the DOT physicals, the drug and alcohol testing program and every credential held by the clinicians and leadership listed on the site belong to HealthWorks WNY. AldoMedia built and maintains the website that presents them.
Can the practice add a new staff member without calling AldoMedia?
Yes. The site runs our own SimpleCMS. Staff pages are built on a repeater, so the practice adds a card to the roster in the editor and the matching detail page is created from a template. There are thirteen bio pages in the sitemap today, and the fourteenth does not need us.