Wright Family Chiropractic

Project Overview

Wright Family Chiropractic is the practice of Dr. Bo Wright in St. George, Utah, offering chiropractic care alongside services like red light therapy, acupuncture, massage therapy, and car accident care. The practice has had a website at drbowright.com since at least 2010.

For years the site ran on a rented industry template platform. I built a new site in React and handled the technical and local SEO that goes with it, turning a generic template into a content hub built around the searches St. George patients actually make.

The Challenge

Archived versions show the old site ran on a chiropractic template platform from around 2017 onward. Its homepage title tried to target several cities and conditions at once, the kind of keyword-stuffed line those platforms generate, and the site wasn't built around dedicated pages for each service and condition the way local search demands.

A practice competing in local search needs the opposite: one page per service and per condition, each answering one specific search, plus the technical signals underneath, structured data, clean metadata, and a correct sitemap, that let those pages rank.

My Role

I built the site and handled its technical and local SEO.

• Building the new site as a fast React application
• Designing the service and condition page architecture
• Per-page titles, meta descriptions, and canonical URLs
• Local business structured data, sitemap, robots.txt, and llms.txt
• Wiring GA4 analytics plus the practice's lead form and live chat

The Solution

The new site is a React application that serves prerendered HTML, so search engine crawlers and visitors without JavaScript get complete pages. A JavaScript app should never cost a local business its search visibility, and this one is built not to.

The heart of the project is the content architecture: a 35-page hub of 11 service pages and 24 condition pages, part of 45 routes across the site, with each service and condition page carrying its own location-targeted title like “Back Pain Chiropractor in St. George, UT.” Rather than stacking every keyword on one page, each is built to win its own search.

Under that sits the technical layer: a custom robots.txt, a 42-URL sitemap on the practice's own domain, canonical tags on every page, a www-to-apex redirect, and an llms.txt file that describes every page for AI-powered search tools alongside the classic signals.

Local signals and conversion complete it: Chiropractor structured data with the practice's address, geo coordinates, business hours, and social profiles, and a conversion path with booking CTAs, an embedded lead form, and live chat connected to the practice's CRM, measured with GA4.

Technical Highlights

Results & Outcome

Project Outcomes

• Moved the practice off a rented template platform onto a custom site on its own domain.
• Replaced a generic template site with dozens of specific pages, giving each service and condition a real chance to rank.
• Set up the technical foundation, sitemap, canonicals, a www-to-apex redirect, and structured data, that local rankings are built on.
• Gave patients clear next steps everywhere: book, call, fill out the form, or chat.