Crafting a High-Performance Orthopedic Website for Bluegrass Orthopaedics

Client Overview

Bluegrass Orthopaedics (BGO) is a leading, multi-location orthopedic practice serving patients across central and southeastern Kentucky. With a broad range of subspecialties, providers, and service lines, BGO’s website plays a critical role in patient acquisition, provider referrals, and ongoing patient education.

As BGO’s digital presence evolved over time, their legacy website struggled to keep pace with modern patient expectations, search behavior, and compliance standards. The organization partnered with E-dreamz Healthcare Solutions (EHS) to deliver a full-scale website rebuild that would support growth, marketing agility, and long-term performance.

The new website officially launched at bluegrassortho.com.

The Challenge

Bluegrass Orthopaedics’ previous website presented several strategic and technical challenges:

• Fragmented site architecture that made it difficult for patients to find providers, locations, and services
• Sub-optimized user flows for appointment scheduling, provider referrals, and self-service patient resources
• Outdated design that did not follow best practices for modern, mobile-first responsiveness
• Weak SEO and AEO foundations, including thin content, poor heading structures, and missing schema support
• Third-party scripts and tracking tools that introduced potential data privacy and HIPAA compliance risks

In addition, BGO’s marketing team needed more autonomy and flexibility to manage content, landing pages, and ongoing campaigns without developer bottlenecks.

The Solution

EHS approached the Bluegrass Orthopaedics project as a ground-up rebuild - focused equally on user experience, search performance, compliance, and long-term scalability.

1. Full Site Analysis, UX Strategy & Information Architecture

The project began with a comprehensive site audit and discovery phase, including:

• Full content and SEO analysis of the legacy site
• Competitive and regional search landscape review
• Patient journey mapping for key audiences (new patients, existing patients, referring providers)

Using wireframing and UX planning tools, EHS restructured the entire site architecture to create a more intuitive, patient-first experience. Key goals included:

• Clear pathways to appointment scheduling
• Improved provider discovery and referral workflows
• Centralized, easy-to-navigate patient resources and educational content

This foundation ensured the new site was built around how real patients search, browse, and convert.

2. Custom, Modern, Mobile-First Design

BGO’s new website features a fully custom, modern design tailored specifically for a large orthopedic organization:

• Clean, professional visual language aligned with BGO’s brand
• Mobile-first layouts optimized for speed and usability
• Flexible design components that scale across service lines, locations, and provider profiles

The result is a polished, contemporary experience that builds trust while making complex medical information easier to navigate - especially on mobile devices, where the majority of healthcare searches now occur.

3. SEO & AEO Content Overhaul

The previous site was poorly optimized for both traditional SEO and emerging Answer Engine Optimization (AEO). EHS conducted a full content overhaul, including:

• Strategic content rewrites across core service, condition, and location pages
• Custom heading structures aligned with search intent
• Inclusion of FAQs, patient timelines, and supporting educational widgets
• Improved internal linking to strengthen topical authority

In parallel, EHS implemented:

• Optimized meta titles and descriptions
• Structured data and schema markup to support rich results and AI-driven search experiences

This approach positions Bluegrass Orthopaedics to perform not only in Google’s organic results, but also in featured snippets, local search, and AI-assisted answers.

4. Built on Remedy CMS: Power, Flexibility & Control

The new Bluegrass Orthopaedics website is built on the latest version of Remedy CMS, EHS’s proprietary healthcare-focused content management system.

Remedy CMS provides BGO’s marketing team with:

• Best-in-class page building tools
• A comprehensive SEO suite
• Custom components and widgets designed for healthcare use cases
• Full control over content, layouts, and landing pages without relying on developers

This empowers the BGO team to move faster, test new initiatives, and support ongoing marketing campaigns with confidence.

5. Compliance & Data Privacy Audit

As part of the rebuild, EHS conducted a compliance-focused technical audit to identify and remediate third-party scripts that posed potential data privacy and HIPAA concerns.

The new site launch included:

• Removal or replacement of non-compliant third-party tools
• Improved governance around tracking and analytics
• A cleaner, more secure technical foundation aligned with healthcare privacy expectations

Extending the Platform: A Dedicated ASC Website

As part of the broader digital strategy, E-dreamz Healthcare Solutions also designed and launched a second, standalone website for Bluegrass Orthopaedics’ Ambulatory Surgery Center (ASC) at bluegrassasc.com.

Rather than treating the ASC as a completely separate initiative, EHS packaged the surgery center website as an extension of the primary orthopedic website project. By leveraging the same custom design system, UX framework, and Remedy CMS components developed for bluegrassortho.com, the ASC site was delivered quickly and cost-effectively while maintaining full brand consistency.

This approach provided several key benefits:

• Visual and brand alignment between the orthopedic practice and the surgery center, reinforcing trust and continuity for patients
• Faster time to launch by reusing proven templates, layouts, and components
• Lower overall cost compared to a fully custom standalone build
• Simplified content management, allowing internal teams to manage both sites using familiar tools and workflows
• Strategic separation of the ASC experience, supporting regulatory, operational, and marketing needs specific to the surgery center

By packaging the ASC website as part of the larger orthopedic website engagement, Bluegrass Orthopaedics gained a cohesive, scalable digital ecosystem - supporting both clinical care and surgical services without unnecessary complexity.

Ongoing Partnership: A Full-Service Engagement

Beyond the website launch, Bluegrass Orthopaedics continues to partner with EHS as a full-service digital marketing client. Ongoing support includes:

• Google Paid Search (PPC) management
• SEO and AEO strategy
• Continuous site optimization and performance monitoring

This integrated approach ensures the website functions as a central growth engine - supporting both short-term campaign performance and long-term organic visibility.

The Result

The new Bluegrass Orthopaedics website delivers:

• A dramatically improved patient experience
• Stronger foundations for SEO, local search, and AI-driven discovery
• Enhanced compliance and data privacy safeguards
• A scalable platform that gives the internal marketing team full control

By combining strategy, design, technology, and ongoing marketing execution, EHS helped Bluegrass Orthopaedics transform their website into a modern, high-performance digital front door.

Visit the new site at https://bluegrassortho.com/.

Interested in rebuilding your healthcare website for performance, compliance, and growth? Learn more about how E-dreamz Healthcare Solutions helps medical practices and healthcare organizations succeed online.