A custom-coded website to replace a slow WordPress site, with the local SEO program to match.
Asymmetric Health is a board-certified physician-led clinic in Lacey, WA, offering TRT, GLP-1 weight loss, BHRT, peptide therapy, and functional medicine to over 500 patients. We rebuilt their slow WordPress site as a hand-coded Astro build, integrated the Hint EHR for direct purchasing, wired up GoHighLevel for onboarding, and launched a local SEO program built to compete against VC-backed national telehealth on Thurston County search results.
The Challenge
Dr. Strand built a clinic that genuinely does specialty medicine differently. Instead of fee-for-service nickel-and-diming or all-inclusive plans that compress care to maximize profit, Asymmetric Health applies the Direct Primary Care model to specialty services. The membership covers the relationship and unlimited communication. Patients pay separately for labs and medications at cost, with zero upcharge. That removes the profit motive from prescribing entirely.
The site was the problem. A slow WordPress build that didn't communicate any of the structural reasons the clinic is different, and it wasn't ranking against the VC-backed national telehealth companies competing for "GLP-1 near me," "TRT clinic Lacey WA," and "BHRT Olympia WA" search terms. Dr. Strand, the Clinical Director, told us about someone he knew who went to a GLP-1 clinic in Denver, Colorado, even though Asymmetric Health was literally just down the street. They never showed up in that person's search results. That is exactly the kind of leak a properly built local SEO program plugs.
The clinic also runs on Hint Health for EHR and payments, and on GoHighLevel for onboarding pipeline tracking. The new website needed to integrate cleanly with both. Patients buying an evaluation create their EHR record at the same time, which is required to order labs. None of that was working before.
From slow WordPress to hand-coded Astro.
Full custom rebuild. We built a complete site architecture around the three priority services (GLP-1, TRT, BHRT) with everything else (peptides, functional medicine, primary care+) layered on top. Typography pairing of Fraunces headlines and Inter body, a color system anchored on the DNA helix mark, and the whole thing hand-coded on Astro and Tailwind, deployed at the Cloudflare edge, and tuned to feel concierge rather than urgent-care.
Custom Website Design
No template themes, no page builders. Hand-built pages with a dark-mode-default aesthetic, blue-to-green gradient accents, Fraunces display type, and Inter body. The site reads like a thoughtful concierge clinic, not a vending-machine telehealth landing page.
Every service page leads with the differentiators that matter to a patient making a real medical decision: board-certified physician, no medication upcharge, unlimited communication included in membership, labs ordered as needed without the profit motive distortion, and the three-pricing-models comparison that makes the DPC structure obvious.
Service & Treatment Pages
Dedicated landing pages for every service, each with its own evaluation purchase path through Hint:
Symptom Quizzes & Calculators
Interactive tools that capture top-of-funnel patients researching symptoms before they're ready to buy. Each quiz scores responses, surfaces relevant services, and routes the patient to the appropriate evaluation purchase:
Local Pages for Thurston County
Dedicated local SEO pages for the Thurston County cities the clinic primarily serves, with telehealth coverage statewide. Each city page is unique copy, not a template:
- - Olympia, WA
- - Tumwater, WA
- - Yelm, WA
Hint EHR + GHL Integration
Every "purchase an evaluation" CTA on the site links to the correct Hint Health product, so the patient's EHR record gets created at point of purchase. Lab orders flow naturally from there into Labcorp without a separate intake step.
In parallel, GoHighLevel handles the onboarding pipeline. Prospects who engage but don't purchase are tracked separately so the clinic can follow up. Form submissions carry full marketing attribution (UTM, gclid, fbclid, landing page) so we can see which neighborhoods, search terms, and campaigns turn into paying members.
Education & Trust Content
Pages that exist specifically to build trust before a patient buys: the how it works walkthrough, transparent pricing with the three-models comparison, honest side-effect content for GLP-1 and TRT, a learning hub, and a blog built to capture research-stage queries.
Built for Google. SEO is live.
Local SEO is the priority because the patient who searches "GLP-1 near me" from a mile away and ends up with a Colorado provider is a solvable problem. The new site is the foundation: structured service pages, dedicated local pages for Thurston County, schema markup on every page, internal linking wired correctly, and Core Web Vitals dialed in. The program is now live, optimizing for the searches that turn into evaluations.
Service Pages
GLP-1, TRT, BHRT, peptides, and the rest, each targeting their own keyword cluster
Local City Pages
Olympia, Tumwater, Yelm; telehealth coverage WA-wide
Schema Markup
MedicalBusiness, Physician, MedicalProcedure, FAQ, and Breadcrumb on every page
What the SEO program is doing right now
- 1. Google Business Profile optimization. Categories tuned for the priority services, full service catalog, professional photos, posts, and a review generation system tied to the post-evaluation follow-up.
- 2. Citation building across healthcare directories. Healthgrades, Vitals, Zocdoc, and local Thurston County business listings with consistent NAP data.
- 3. Service-page rank tracking. GLP-1, TRT, and BHRT keyword clusters tracked in Semrush at the city level for Olympia, Lacey, Tumwater, and Yelm.
- 4. Editorial program. Ongoing blog content targeting research-stage queries that funnel into the relevant service and city pages.
- 5. Conversion tracking end-to-end. Every form submission carries source, service interest, and search term into GHL, so we can see which SEO investments turn into evaluations and members.
The Technical Edge
Built with Astro
Static-first framework that ships zero JavaScript by default. Pages load in under a second on any connection, which matters when patients are researching from a phone before booking.
Cloudflare Edge
Served from Cloudflare's global edge. Fast everywhere in Washington, fast everywhere a telehealth patient lands.
Schema on Every Page
MedicalBusiness, Physician, MedicalProcedure, FAQPage, and BreadcrumbList structured data. Google understands the clinic, the physician, the procedures offered, and the cities served without guessing.
Hint Health Purchase Routing
Every evaluation CTA links directly to the correct Hint product, creating the EHR record at purchase so labs can be ordered without re-collecting patient info.
GHL Pipeline Tracking
Form submissions and engagement events post into GoHighLevel with full marketing attribution, so onboarding and follow-up workflows fire automatically.
HIPAA-Aware Patterns
No PHI captured in marketing forms. Sensitive intake stays inside Hint. Analytics configured without cross-context behavioral sharing of healthcare interest signals.
The clinic was already serving 500+ patients with a model most local prospects never knew existed: full Direct Primary Care applied to TRT, GLP-1, BHRT, and peptide therapy, with no medication upcharge and unlimited communication included.
The new website finally makes that visible. The local SEO program built underneath it is engineered to put Asymmetric Health in front of the Thurston County patient searching "GLP-1 near me" before they end up paying a Colorado company instead.
Want a custom website and SEO foundation like this?
Let's talk about rebuilding your site and launching the local SEO program that goes with it.
Start Your Project