Ortho Flow Recovery
How a new post-operative recovery company launched with a bilingual website that speaks to patients and to the surgeons who refer them, from day one.
The brief.
Ortho Flow Recovery delivers NICE1 cold and compression therapy equipment to patients' homes after orthopedic surgery, with setup, support through recovery, and pickup, across Miami-Dade and Broward. It was a new company entering a market built on referrals, so the website had to earn trust from two very different readers before the phone ever rang.
- Launch in English and Spanish at once, because many patients in Miami-Dade would rather read about their recovery in Spanish
- Give surgeons' offices their own way in, separate from the patient journey
- Let patients reserve equipment ahead of their surgery date, from a phone
- Answer the cost question on the page instead of making people call to ask
The approach.
Bilingual from the first day
Every page exists in English and Spanish at its own address, with a language switch in the header. The Spanish is written for patients, not run through a translator, so it reads as naturally as the English.
A separate front door for surgeons
A For Surgeons page explains the referral in three steps and makes the point practices care about: Ortho Flow handles delivery, setup and every patient conversation, so the office takes on no extra work.
A referral form a front desk can send
The practice referral form asks for contact details only, never medical information, so office staff can pass a patient along without a second thought.
Reservations around a surgery date
The reservation form asks for the timeframe up front, so the equipment can be delivered and explained before the procedure rather than scrambled together after it.
Pricing on the page
Rental rates and the available wraps (knee, shoulder, ankle and more) are published, so patients arrive at the reservation form already knowing what it costs.
Hand-coded, with ongoing care
Static pages hosted on GitHub Pages: fast, nothing to patch, and no hosting bill. The site is on a Standard Website Care plan, so updates and edits are handled as the business grows.
At a glance.
This was the second recovery-equipment site I have built, after Elite Care Recovery, and it builds on what the first one taught me. Ortho Flow launched with both of its audiences served in both languages, its prices out in the open, and a site that keeps being looked after once it is live.
What a referral business needs from its website.
When most of your customers arrive by referral, the website is not where they discover you. It is where they check you. Here is what it has to get right:
Speak to whoever sent them
The person who referred the customer will look too. Give them a page of their own that answers their questions, not the customer's.
Speak their language
In South Florida, a Spanish version is often the difference between a customer who calls and one who hesitates.
Answer the price question
People who already trust the referral mostly want to know what it costs. Saying so on the page removes the last reason to put off the call.
Make the next step obvious
One clear action per audience: reserve, or refer. Nobody should have to hunt for how to get started.
Launching something new? Start with a site that earns trust.
Tell me about your business on a free 15-minute call, no pressure.
Work with Sebby →See pricing →Serving Miami, Fort Lauderdale, and all of South Florida.