The Backstory
An award-winning Oxford chiropractic practice, recovered after a previous developer pushed a broken site live, then rebuilt into a knowledge-led site the practice runs itself.
visit live site →// stack
// problem
A previous developer pushed a broken website live and left. For an award-winning chiropractic practice in Oxford, that meant being offline in the way that matters most: someone in pain could not find out what was wrong with them, what care actually involved, or how to book. The owner's own account was that she was left stressed, heartbroken, and unsure where to turn. Recovering the original site was the emergency. The longer-running problem was that the site had never done the practice justice. Pricing read as a wall of near-identical cards. The contact page felt like a hospital waiting room. And years of accumulated clinical knowledge sat in an unsorted pile rather than anywhere a patient could actually search.
// solution
Two phases, in the order the situation demanded. First, recovery: the original site was rebuilt and brought back up, which stopped the bleeding. Then a full refresh on a fresh environment, built around the practice's knowledge rather than around its brochure. The knowledge base was restructured into three clear categories, blogs, FAQs, and free guides, with 34 existing FAQs migrated into a proper documentation system so patients can search instead of scroll. The free guides became genuine lead magnets, downloadable and wired to capture forms. Condition pages were standardised and linked through to the new material, so someone arriving with sciatica lands somewhere that talks about sciatica. The adults and children's pages were rebuilt on a matching video-and-text layout instead of drifting apart. Pricing was restacked horizontally with paid services first, so it stopped resembling the site it replaced, and the contact page was redesigned away from the waiting-room look. Opening hours, privacy policy, and terms went into the footer, and a blog subscription was added. Throughout, the owner was taught to run it herself: adding download buttons inside content pages, dating blog posts, and updating her own profile without calling anyone.
// results
Live at thebackstory.uk, with the knowledge base, FAQs, and free guides shipped as their own navigable sections rather than buried in a blog, opening hours and legal pages in the footer, and a new-patient offer running as a standing call to action. The client's verdict, left publicly as a five-star review: "he responded quickly, jumped in, and miraculously, he managed to recover and rebuild my original site. Since then, we've been working together on a full refresh of my site... it's better than I ever imagined. My new site is clean, professional, and absolutely stunning."