Morrison Chiropractic had been serving NC patients for 15 years. Five staff. Loyal patient base. A solid reputation built on word-of-mouth and 218 Google reviews averaging 4.9 stars.
The problem? None of that was visible online.
Their website — built in 2019 — was loading in 4.2 seconds on mobile. It wasn’t ranking for a single local keyword. The booking button required three taps to find on a phone. And they were spending $800/month on Google Ads just to compensate for the organic traffic they weren’t getting.
When they came to us, they weren’t looking for a fancy redesign. They wanted more patients. We told them the fastest path to more patients was fixing the website that was costing them every single day.
The State of the Site Before We Started
We ran a full technical audit before touching a single line of code. Here’s what we found:
-
4.2-second load time on mobile Google considers anything above 3 seconds “slow.” 53% of mobile users abandon a page after 3 seconds. Morrison was losing over half their mobile visitors before the page even loaded.
-
Broken mobile layout 75% of chiropractic searches happen on phones. The contact form overflowed the screen. The hours table wasn’t readable. The hero image was cropped in a way that made the text illegible on any device under 768px.
-
Zero local SEO presence No schema markup. No service-area pages. No optimized title tags or meta descriptions. They weren’t ranking for “chiropractor Charlotte NC” or any surrounding area keyword — despite serving patients from four counties.
-
Design last updated circa 2019 Stock photography. Clip art icons. A color scheme that communicated “medical center, 2014.” First impressions happen in 0.05 seconds — theirs were not converting trust.
-
Weak, buried calls to action The only booking link was in the footer. There was no sticky header CTA on mobile. “Schedule an appointment” appeared once, as plain gray text, in the middle of a 900-word body copy section.
-
218 Google reviews — invisible on the site They had social proof most businesses would kill for. Their website showed none of it. No review widget. No testimonials. No star rating in the nav. All that trust was sitting on Google, not converting website visitors.
Our 5-Step Redesign Framework
We don’t redesign websites to make them look nice. We redesign them to rank, convert, and perform. Everything we did followed a specific sequence tied to business outcomes.
Compressed all images to WebP, eliminated render-blocking scripts, reduced server response time, and implemented lazy loading. Target: under 1.5 seconds on mobile. Result: 1.1 seconds.
Rebuilt every page component from a 375px viewport outward. Thumb-accessible CTAs on every scroll depth. Sticky header with “Book Now” visible at all times on mobile. Appointment form reduced from 8 fields to 4.
Implemented LocalBusiness schema with AggregateRating markup. Created service-area pages for each county served. Optimized every page title and meta description for target keywords. Synced with Google Business Profile.
Pulled all 218 Google reviews onto the homepage via structured display. Added practitioner bio with credentials above the fold. Created a visual “social proof bar” showing review count, rating, and years in practice within the first scroll.
Added three CTA touchpoints per page: hero button, mid-page inline, sticky mobile header. Copy changed from passive (“Contact us”) to action-oriented (“Book your adjustment today — same-week slots available”). A/B tested button color and copy in weeks 2–4.
The Numbers at 6 Weeks Post-Launch
We track everything for 6 weeks after launch. Here’s what the data showed for Morrison Chiropractic:
How the Project Worked, Step by Step
We run a 4-phase process. Every client gets the same structure. No surprises, no scope creep, no “we’ll figure it out as we go.”
Audit (Days 1–2)
Full technical SEO audit, competitor analysis for 3 local chiropractors, Google Analytics review, mobile usability heatmap analysis, and a 45-minute call to align on goals. Morrison’s #1 goal: reduce reliance on paid ads by growing organic bookings.
Strategy (Day 3)
Presented a written redesign plan with wireframes for mobile and desktop. Keyword targeting strategy with 8 primary terms. CTA hierarchy document. One round of feedback incorporated before build started.
Build (Days 4–12)
8 days of development. Daily progress updates via email. Staging link shared on day 5 for review. Content migration from old site, new copy for 3 service pages, schema markup implementation, and Google Business Profile sync completed in parallel.
Launch & Monitor (Day 13+)
Site went live on Day 13. Google Search Console submitted same day. 6-week tracking period with bi-weekly reports. The booking request increase was measurable within 10 days of launch.
In Their Own Words
We’d been talking about redoing the website for three years. We kept putting it off because we thought it would take months and cost a fortune. AR Software had us live in under two weeks, and within a month we cut our Google Ads budget by a third because we didn’t need it anymore. The new site just brings in patients. I wish we’d done this years ago.
Transparent Pricing: What This Project Cost
We price every project with a fixed, itemized quote. No hourly billing, no surprise invoices. Here’s exactly what Morrison Chiropractic paid:
| Service | What’s Included | Price |
|---|---|---|
| Full Website Redesign | Mobile-first build, speed optimization, 5 pages, content migration | $3,200 |
| Local SEO Setup | Schema markup, keyword targeting, meta tags, Google Business sync | $1,400 |
| Conversion Optimization | CTA architecture, booking flow rebuild, A/B test setup, trust signals | $800 |
| Review Integration | Google review display, AggregateRating schema, testimonial section | $400 |
| 6-Week Monitoring | Analytics setup, bi-weekly reports, post-launch adjustments | $400 |
| Total Investment | $6,200 | |
At +40% more bookings on an average patient value of $180/visit, Morrison Chiropractic hit break-even in under 3 weeks. Their ad spend reduction alone saves $3,360/year.
See More of Our Work
We serve businesses across North Carolina. See how we’ve helped other local practices and service businesses.