Dr. Bryant Harris — Perinatal & Pediatric Chiropractor

The client

Dr. Bryant Harris, perinatal and pediatric chiropractor in Annapolis, Maryland. He works with mothers, soon-to-be mothers, and their kids. The kind of practitioner who's great at what he does but never had a website that showed it.

The situation

Bryant's been through three websites.

The first was a cookie cutter template from a company that targeted chiropractors. Same copy, same layout, same SEO promises. They told him he'd rank on the first page of Google, Yahoo, Bing. It didn't perform. He wasn't ranking. He stopped paying.

Then he closed his practice in Washington, DC. When he relaunched in Annapolis, he hired someone local to throw up a landing page. Just something to hold the domain. An address, a phone number, not much else.

That's where most practitioners sit. A website that exists but doesn't do anything. Doesn't represent them. Doesn't tell their story. Doesn't draw anyone in.

What happened

Bryant reached out. We already knew each other, so there was trust from the start. "I knew you weren't gonna take advantage of me. I knew you weren't gonna put out a product you weren't satisfied with."

But trust only gets you in the door. The real work was figuring out who his ideal patient was and making the website speak directly to them. Colors, flow, imagery, copy. All of it had to feel like walking into his practice.

One of the first things I pushed him on: put your face on the website. He wasn't doing that. But people need to know, like, and trust you before they book an appointment. So we put his story front and center.

We went through multiple iterations. I'd push on the structure and the narrative. He'd sit down and write the copy. No AI, no shortcuts. Just real back-and-forth until it felt right.

The result

People started complimenting the website. Not just "looks nice" compliments. People were actually reading it. Getting to know Bryant before they ever walked in.

"People feel like they can resonate with my story. They feel like they can connect better to me. So they know me a little bit better before they decide to come on as a patient."

And here's the part that stuck with me. I asked him how the new website made him feel. He paused and said:

"This website I'm proud of. I have no qualms about showing it."

That's the shift. He went from having something generic that technically existed to having something he's proud to put in front of people. Something that represents what patients are going to experience when they walk through his door.

I called it "just a website" at one point during our conversation. He corrected me.

"It's not just a website. It's marketing. It's designed to draw people in."

He's right.

In his words

"You weren't gonna publish a product unless I was completely satisfied with it."

"You need to make sure you're looking for someone who can speak to your ideal client, interview you enough to figure out who that ideal client is, and make sure the colors, the flow, the imagery, the storytelling, all of it is speaking to the people you want to speak to."

"That's often when you work with a company that's more cookie cutter. They're not really speaking to that. They have very generic copy and it's all SEO driven and it's more or less for the masses."

Ready to stop blending in? Let's talk.