East Bay Plastic & Reconstructive Surgery | Rebrand Case Study

East Bay Plastic & Reconstructive Surgery

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Project Goal:

East Bay Plastic & Reconstructive Surgery, a leading cosmetic and reconstructive practice in the East Bay area, needed a comprehensive website audit and redesign plan to strengthen their digital presence. The goals were to improve SEO visibility, enhance user experience, ensure HIPAA compliance, and build a modern patient-centered site that increases inquiries and consultations.

Please note: this is a client of the SBDC at Cal State East Bay that I was managing during my time with the center.

Solution:

• Conducted a full website audit, including technical performance, SEO gaps, accessibility, and HIPAA compliance checks.

• Built a content inventory of all service pages, identifying high-value treatments (e.g., breast reconstruction, facelifts) for optimization.

• Designed a compliance and accessibility checklist to guide development (HIPAA, ADA, WCAG).

• Presented findings in an interactive audit dashboard/report, highlighting priorities by impact level (High, Medium, Low) and providing actionable recommendations for redesign.

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Results:

• Identified 20+ critical SEO & technical issues, including slow load speeds and missing metadata.

• Found that 60% of site traffic came via mobile, but responsiveness scored poorly, leading to a mobile-first redesign approach.

• Highlighted underperforming high-value service pages, creating a targeted content optimization roadmap.

• Delivered a HIPAA compliance framework that became the foundation of the new site build.

Key Learning:

• A website audit for a medical practice goes beyond standard SEO and UX, compliance (HIPAA, ADA, WCAG)must be treated as a core part of digital strategy.

• Mobile-first design is critical in healthcare: over half of patient traffic came from mobile, yet the original site wasn’t optimized for it.

• Content strategy should prioritize high-value treatments and services that patients search for most, rather than giving equal weight to all pages.

• An interactive, visual audit report makes it easier for non-technical stakeholders (like physicians and administrators) to understand findings and take action.​

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Tools Used​:

• Excel

• Google PageSpeed Insights

• Screaming Frog SEO Spider

• Google Analytics

• Asana

• Figma