OtolaryngologyAssociates

Website Audit + Proposal With Sample

SS&Co. Media

We took a close look at your site, how patients find you, and what happens when they land. This walkthrough covers the preliminary issues we found holding the practice back online and how we'd approach fixing them, giving you our vision of what your branding and website could look like, reflecting the standard you've built over the last 50 years.

Preliminary issues we found:

CRITICAL
Search results dominated by third-party directories

Poor Online Presence Through Search (SEO / GEO)

Search "Otolaryngology Associates" and your own website doesn't show up on the first page. Yelp and Zocdoc take the top spots. An AI summary does appear sometime, but it's built from your Google reviews and third-party sites, not you. You don't get to shape what it says, because that work hasn't been done. Patients search your name and read a version of you written by everyone but you.

Your Google Business Profile is jumbled as well. You have three locations but only two show up, and the one that ranks first has the weaker reviews. The office with the strong reputation sits below it, so patients see your worst foot forward on the listing that should be your strongest asset.

Sinus infections page versus the live search results

No Symptom-Based Landing Pages to Capture Patients Where They Search

When someone's sinuses won't clear, they don't search "otolaryngology." They search "sinus infection doctor Fairfax VA." You built a sinus infections page, live and full of content, but run that exact search and your site is nowhere. Not on Google, not in the AI answer.

What shows up instead is Yelp, MedFind, "Top 20 Sinusitis Doctors" lists, and competitors whose pages were built to rank. You did the work of building these pages, but where patients actually search, they never come up. You land in the map pack because your GBP is claimed, but the organic results patients scroll through belong entirely to directories and competitors.

LESS CRITICAL, BUT STILL NEEDS TO BE FIXED
Google review summary

No On-Page Social Proof or Trust Signals

You have 550+ reviews on Google and the site doesn't mention a single one. No testimonials, no star ratings, no patient quotes, nothing that tells a first-time visitor why they should choose you over whoever ranks above you. The trust is there, but invisible where it needs to be most.

Mobile views of the current site

Dated User Interface (UI), Not Fully Responsive

The site runs on a dated template that isn't built for mobile. Hero images crop wrong, spacing breaks, and the layout doesn't adapt, a real problem when most new patients browse on their phone first. Beyond that, it doesn't reflect the level of work your doctors bring to the table.

With over 50 years of experience, multiple locations, and a full specialist team, you're one of the most established ENT practices in Northern Virginia. Your site should make that obvious the moment it loads.

Broken pages and off-domain destinations

Broken Links and Off-Domain Leakage

Several links on your site are dead. Your Facial Plastic Surgery link sends patients to facialdocs.com, your other practice, with no path back, while your Adult Hearing Aids, Pediatric Hearing Aids, and Instagram links all return a page not found.

Broken links and dead ends like these signal to Google that the site isn't maintained, which drags down how you rank and makes you even harder to find.

Our process and how it solves your issue

What We Do
Purpose
Expedited Visual Identity
We start by refreshing the practice's core visual identity, so everything built from there looks cohesive, modern, and worthy of the name.
Sitemap
We plan the entire site up front, so the most important pages and sections are ordered the right way before anything gets built.
Structure
We lay out each page around how a visitor should move through it, so it leads them toward taking action instead of leaving them lost.
Design
We give the site a clean, modern look that reflects the quality of the practice and builds trust on sight.
Build & Responsiveness
We build the site to run fast and work seamlessly on every device, especially the phones most patients use first.
Animation
We add motion that brings the page to life and guides attention where it matters.
Foundational SEO & GEO
We set up each page to be found in search and AI results, so patients land on your site instead of somewhere else.

Every Step Has a Technical Purpose.

Every problem above traces back to one root: your site doesn't own how patients find you or what they see when they land. This process fixes that in order. We plan and structure so the right pages exist and rank, refresh the identity and design so the practice finally looks its level, and write and build so patients trust it and it works on their phones. Build the foundation right and you don't have to keep redoing it. Nothing gets patched, nothing gets bolted on later. It's done correctly, in the right sequence, once.

Sample

BEFORE
The current sinus infections page
AFTER