Homepage hero. Where the prospect lands.
The before is a Squarespace template with stock headline copy, two flat red CTAs, and a templated chat widget bolted in the corner. The after lands on a custom canvas-based cinematic anatomical intro, scrubs through nine frames as the visitor scrolls, then reveals the East Texas brand hero with the operator-grade headline and a clear $99 audit front door.
Condition pillar pages. Where SEO and AEO live.
The before treats condition pages as marketing brochures with generic stock copy. The after ships eight dedicated condition pillars (Back Pain, Neck Pain, Shoulder, Hip, Knee, Foot and Ankle, Elbow, Balance and Vestibular). Each one has medically-reviewed attribution, structured H1 to H4 hierarchy, FAQ schema, and provider tagging so AI engines and search crawlers can cite specific answers.
Booking flow. Where the conversion happens.
The before sends prospects to a generic "BOOK YOUR APPOINTMENT TODAY" red button with no provider context. The after gives every doctor of physical therapy a tabbed bio with credentials, specialties, and a directly-embedded calendar so the visitor can pick a time without leaving the page.
Library and article structure. Where AEO and AIO compound.
The before blog is a thin reverse-chronological list with stock photos. The after ships a 23-article library with real clinic imagery, structured article schema, and every post hand-written with strict H1 to H3 hierarchy and inline FAQ blocks built for citation by ChatGPT, Perplexity, Gemini, and Google AI Overviews. The article pages double as condition cross-links so each post deepens topical authority across the whole site.
Compliance. Where the carriers actually check.
The before site uses a stock privacy page and ships a templated Tawk chat widget with no SMS opt-in flow. The after ships full A2P 10DLC compliance: a dedicated SMS Communication Consent page, CTIA-mandated language about third-party sharing exclusions, and a carrier-grade opt-in checkbox on the contact form. Ready to pass Twilio + TCR campaign registration on the first submission.
