- ResultsPT for Upstream Rehabilitation
- Consumer
- resultspt.com
- Technology
THE SETUP
Every update needed an instruction manual
Upstream Rehabilitation is one of the largest physical therapy providers in the country, and it grows by acquisition. Bringing Results Physiotherapy into the family of brands meant absorbing another website along with the clinics.
That website was the problem. Results Physiotherapy had been built in .NET, a Microsoft framework made for enterprise applications rather than for marketing teams. It works, and it requires a developer for almost anything.
Ryan Bucci, Digital Marketing Director at Upstream, put it plainly. The CMS was clunky enough that his team kept an internal how-to document just to remember how to build things they had built before.
That is a tax on every campaign. A network of clinics that keeps expanding cannot have a marketing team waiting on developers to publish a landing page.
Upstream Rehab had worked with us before on the BenchMark Physical Therapy redesign and SEO program, so they came back for this one.
THE SOLUTION
WordPress, customized around how they actually work
We proposed replatforming resultspt.com from .NET to WordPress, which put content and performance back in the marketing team’s hands inside a system built to scale with the clinic network.
Migration alone would have missed the point. We customized WordPress around Upstream’s specific workflows and optimized the site for ongoing marketing performance, so the platform fit the team rather than the other way around.
Build highlights include:
- Full replatform of resultspt.com from .NET to WordPress
- Content migration with no loss of search performance
- WordPress customized to Upstream’s specific content and campaign workflows
- Templates built so the team can launch landing pages and blog posts without developer support
- Optimization for usability, speed, and flexibility
- Deployment into Upstream’s own hosting environment for control over performance and security
THE STRATEGY
Build for the next acquisition, not just this one
We had already built BenchMark Physical Therapy for Upstream, and that site became the framework for this one. Reusing it cut both the cost and the timeline of the replatform, because the foundational work was done and proven inside the same organization.
That is the practical advantage of a standing agency relationship. A second project for the same parent company should not cost what the first one did.
Bucci described what the collaboration produced as a system built for them rather than one they had to force to fit as the business scales.
Hosting followed from the platform choice. The .NET site required its own separate hosting arrangement. Rebuilding in WordPress meant Results Physiotherapy could move onto Upstream’s existing managed hosting, consolidating another property into an environment their team already controls.
The outcome is a marketing team that ships on its own schedule. Landing pages, blog content, and campaign materials all move without a third-party developer in the loop, which is the difference between a website that supports marketing and one that gates it.
THE RESULTS
A new way to manage content
- Upstream’s marketing team makes continual design, functionality, and content improvements without relying on third-party developers
- Turnaround time for content updates and campaign launches has decreased
- Bucci reports improvements in performance, site health, and user experience, along with gains in user acquisition, conversions, and team productivity
- Hosting in their own environment gives Upstream direct control over performance and security as the clinic network grows
We are more agile because of the replatform. With WordPress and the custom changes Envisionit made for us, we're able to quickly build and scale landing pages, blog posts, and other digital materials as our business needs evolve.
