Built to scale with care
Built to scale with care
Creative direction: George Irwin
Project management: Paola Cárdenas
Content strategist: Jessica McDaniel
Lead designer: Martin Maderic
Overview
Background
Oakstone Hospice is a growing hospice care provider, starting in Idaho Falls with plans for rapid national expansion. The organization was founded by experienced healthcare operators who understand what it takes to scale responsibly.
Problem
Oakstone’s website was a generic placeholder with inaccurate content and no strategic foundation. The team needed a credible digital presence now, but it also had to support aggressive growth plans, including opening 10 new offices within a year and expanding to more than 100 locations in the next three to five years .
Solution
We designed and built a scalable WordPress marketing platform that helps establish trust today and support multi-location growth tomorrow. We focused on clear structure, future-ready location architecture, and a conversion path built for both families seeking care and clinicians seeking meaningful work .
Laying the foundation for national growth
This project required long-term thinking from day one. Oakstone was launching with one location, but the business plan calls for opening dozens more each year. The website needed to support that growth without creating technical debt or requiring a rebuild later. We architected a scalable location framework using subfolders, dynamic templates, and a custom Gutenberg block system so new offices can be added quickly while keeping brand consistency and SEO authority centralized. The platform was built with performance, accessibility, schema markup, and analytics tracking in place to support paid media, organic search, and referral growth as the organization expands.
The new site gives Oakstone immediate credibility in a moment that matters. Families navigating end-of-life care need clarity, reassurance, and a simple path to action, so the experience makes it easy to request care, call directly, or find the nearest location. At the same time, the platform supports career applications and referral partner engagement, helping Oakstone grow both patient volume and staffing capacity. With structured content and scalable location pages in place, the organization now has a foundation that can grow from one office to one hundred without starting over.
