Healthcare operations / Client engagement (anonymized) / Private repository
Senior-care web operations
Migration, hardening, and lead recovery for a three-site senior-care network.
Overview
What it is
A senior-care provider runs three related WordPress sites for its communities and care services. In May 2026 the sites moved from a previous vendor onto infrastructure the client owns. The engagement covered everything after that move: keeping the sites stable, making them faster, clearing search issues, and making sure every inquiry reached the client's CRM.
Scope
What it includes
- 01
Three WordPress sites on client-owned AWS hosting
- 02
Location pages for nearly 30 communities
- 03
Inquiry forms that hand off to a senior-living CRM
- 04
Paid-search landing pages for memory care
Role
My role
I led the web work from the May 2026 server migration onward: hosting, performance, search, lead delivery, paid-search landing pages, and incident response. The client isn't named here because the work was delivered through a partner agency.
Build
Technical notes
- Change safety
- Every production change shipped with a backup and a one-step rollback, and every production write was recorded in an audit ledger.
- Lead pipeline
- Form submissions reach the CRM and email with first-touch attribution, delivery tracing, and recovery for failed sends.
- Landing pages
- A separate Next.js app for paid search, built as a 24-market fleet. The first three communities went to production in August 2026.
- Structured data
- Replaced a paid vendor's schema with markup the client owns on every community and service page.
- Verification tooling
- Rust and Python tools check redirects, canonicals, schema, sitemaps, attribution, and leads without exposing personal data.
- WordPress
- PHP
- AWS
- Amazon SES
- Cloudflare
- Next.js
- Vercel
- Rust
- Python
Selected work
Development work
- 01 Hosting Migration and Hardening
- 02 Performance Tuning
- 03 Technical SEO
- 04 Lead Delivery and Attribution
- 05 Paid-search Landing Pages
- 06 Incident Response
Results
Results
- Location pages roughly 10x faster under load, and response time on one site down 60% (1.16s to 0.44s).
- About 1,100 search-audit issues resolved through roughly 10 root-cause fixes.
- Caught a 12-day silent backup failure after the migration, then rebuilt and verified nightly backups.
- Recovered 22 stalled leads into the CRM with first-touch attribution repaired.
- Showed that web leads were up about 4% year over year; the reported drop was a shift in paid budget.
- The structured-data swap passed a 69 of 69 regression suite across every community.