The setup
A national network with eleven separate websites
Pinnacle Fertility had built one of the largest fertility networks in the country. Eleven clinics, more than 40 locations, 16 embryology labs, and over 1,000 fertility professionals. Pinnacle Egg Bank and Pinnacle Surrogacy operated alongside the clinics. The network kept growing, adding IVF Michigan and Ohio with its nine locations in early 2025.
Every clinic had earned its reputation over years of care in its own market. Every clinic also had its own website. A patient searching for help found a different experience at each one. Donors and surrogates had to figure out where they belonged. Referring providers had no single place to send anyone.
The network was ready to present itself as one organization. Their challenges came from the scale and the sensitivity of the work:
- Twenty-seven domains, three platforms: The network had accumulated clinic domains, vanity domains, and separate sites for the egg bank and surrogacy services. They ran on WordPress, Webflow, and Kirby. Nothing shared a template, a content model, or a measurement setup.
- Real search equity at stake: The legacy clinic sites carried roughly 7,100 referring domains and close to 80,000 backlinks between them.
- Local equity worth protecting: Each clinic had built trust in its community over years. Word of mouth carries unusual weight when patients choose fertility care.
- Four distinct audiences: Intended parents, egg donors, surrogates, and referring providers all arrive with different questions.
- Compliance and accessibility: Healthcare content carries real requirements, and a patchwork of separate sites met them inconsistently.
- Traffic that could not be dropped: Close to half of all network web traffic was landing on legacy clinic domains rather than the national site.
The solution
One brand, one platform, room for every clinic
Envisionit built a single digital home for the entire Pinnacle network at pinnaclefertility.com, bringing clinical care, egg donation, and surrogacy together in one place for the first time.
The work covered brand, platform, content, and media:
- Unified brand experience: One national brand across the clinics, Pinnacle Egg Bank, and Pinnacle Surrogacy.
- One site, many identities: A single WordPress site rather than a collection of separate ones. Each location carries its own logo and local branding inside the national experience.
- Physician profiles that live in one place: Every physician has a dedicated page. Physicians and clinics link to each other, so a patient who finds a doctor sees where that doctor practices, and a patient who finds a clinic sees who works there.
- Update once, publish everywhere: A physician’s credentials, a location’s hours, a service description. Each is maintained in a single record, and every place it appears on the front end updates at the same time.
- Modular content system: More than 40 content pages built on 12 custom templates, designed for the Pinnacle team to manage without developer help.
- Refreshed photography: New imagery throughout that better reflects the range of people the network serves.
- Aligned paid media: Campaigns pointed at the new experience, with separate pathways for intended parents, donors, and surrogates.
The strategy
Design around the patient, build around the network
The approach started with listening. Our team worked with stakeholders across the network to understand each clinic’s goals, its frustrations, its internal capabilities, and the patients it serves. That included career-focused individuals, LGBTQ+ couples, and people exploring donor or surrogacy paths for the first time.
What we learned shaped six decisions:
- Separate journeys for separate audiences: Intended parents, donors, surrogates, and referring providers each received a clear path rather than a shared generic one.
- Local identity preserved without duplication: Clinic pages kept the logos, teams, and community presence patients already recognized. Physicians, locations, and services were connected records rather than repeated pages, so a doctor practicing at three clinics appears on all three and gets edited in one place.
- Compliance built in from the start: The platform was built to WCAG 2.1 AA accessibility standards and HIPAA requirements rather than having them added afterward.
- SEO carried forward, not started over: Every legacy URL was mapped one-to-one before any domain moved. That work protected roughly 7,100 referring domains and close to 80,000 backlinks, and it kept patients who clicked an old link from landing on an error page.
- Structured data for physicians and clinics: Each clinic page publishes machine-readable detail about who it is, where it is, and how to reach it, all pulled from the same content fields the team already maintains. The markup also carries each clinic’s former name, so a search for Advanced Fertility Care or Oregon Reproductive Medicine still resolves to the right place inside the Pinnacle brand.
- A phased rollout: Individual clinic websites were redirected to the national platform in stages, giving each market time to transition without losing patients along the way.
The results
One trusted brand for every patient, donor, and surrogate
- 27 domains retired into one: Clinic sites, vanity domains, and the separate egg bank and surrogacy sites all now resolve to pinnaclefertility.com.
- Three platforms consolidated: WordPress, Webflow, and Kirby installations replaced by a single WordPress build.
- Search equity preserved: Roughly 7,100 referring domains and close to 80,000 backlinks mapped one to one, with every redirect tested before its domain moved.
- Migration completed in about ten weeks: Domains moved in weekly batches between May and July 2025 with no gap in service.
- A content system the team owns: More than 40 pages across 12 flexible templates. Physicians, locations, and services are maintained once and stay consistent everywhere they appear.
- Media working from day one: Paid campaigns launched alongside the site to drive traffic and consultations into the new experience.
- A network aligned behind the launch: Pinnacle marked the moment with a ribbon-cutting that brought together leaders from the clinics, Pinnacle Egg Bank, Pinnacle Surrogacy, and the support team.
By bringing together the clinics, Egg Bank, and Surrogacy services under one brand and one online experience, the Network is making fertility care simpler and more empowering for every patient.
Why it matters
Growth through acquisition leaves most healthcare networks with a collection of brands that patients experience as a maze. Pinnacle chose to solve that at the source, uniting eleven clinics and two service lines behind one brand and one platform while protecting what each location had built locally. How could a clearer digital front door change the way patients find and choose your organization? Let’s talk.
