Bluebird Kids Health set out to build pediatric clinics that parents trust, starting in Palm Beach, Florida. At the start of the engagement they had no digital presence at all, and everything about their growth plan depended on one: patient acquisition runs on local SEO, parents need clarity on insurance coverage before they book, and every new clinic needs a local presence online before its doors open.
The harder requirement was speed of change. Clinics open on fixed dates, acquisitions close on their own schedule, and content has to serve families in English, Spanish, and Haitian Creole. The website could never be the bottleneck.
Strategy
We designed and built the original site from zero in Figma and Webflow, launching in June 2024, and structured everything around what the company would become rather than what it was: a locations CMS built for many clinics when there was one, a provider directory ready to grow, and content architecture that could absorb new counties, languages, and service lines without rework.
Web Design
Bluebird had no visual presence to inherit -the site was designed from zero in Figma. Through spring 2024 we ran design feedback rounds with the client and Juxtapose's design leads, implemented the brand guidelines as they were finalized, and polished the last details, tagline placement and full logo lockup included, the evening before launch.
Design never stopped after launch. The module library has grown for two years on the retainer: quote and carousel modules, compliance badges, press-mention blocks, provider profile layouts, and the per-school hero format that puts each school's name, address, and drive time above the fold. For a brand whose product is parents' trust, every module is designed to earn it.
Development
The platform grew module by module, always against real deadlines:
- Locations engine. Per-location pages with local details, county pages, and per-school physical pages with the school's address and drive time in the hero. When the Jacksonville Westside clinic opened, briefs arrived Tuesday evening and the pages were live Wednesday, on opening day. Coconut Creek followed the same pattern in 2026.
- Insurance hub. 11 insurer landing pages (Florida Blue, Cigna, United, Aetna, Humana and more) with a canonical and robots strategy built for paid search.
- Booking migration. The site-wide move from Yosi booking links to Bluebird's own app shipped with an instant-revert mechanism kept live until the new flow proved itself.
- Acquisition support. When Bluebird acquired Palm Beach Pediatrics, we migrated the practice's WordPress site to new hosting in one day, maintained it, and later executed its rebrand to Bluebird.
Localization
The full site runs in English, Spanish, and Haitian Creole, with professional proofreading managed through a translation partner and full-site QA sweeps across all three languages. Few pediatric groups in Florida meet Haitian Creole-speaking families in their own language; Bluebird does.
Performance
In 2025 the site handled 390,776 sessions and 304,095 new users, and converted them into 16,048 key events. Appointment booking clicks alone accounted for 7,044, with another 4,483 first-time phone calls and 1,386 scheduling clicks. That is 12,913 new-patient requests in a single year, at a 4.1% key-event rate.
The number we care about most is what did not happen. Weekly active users went from roughly 1,500 to a peak of 16,403 across the year, an eleven-fold increase, and the platform absorbed it without a rebuild, a redesign, or a replatform. The design system built in 2024 carried the whole scale-up.
The partnership
Since September 2024 the engagement has run as a retainer, now a monthly hour subscription with a weekly call and a time report attached to every invoice. The pattern that defines it: same-day and same-night turnarounds when it matters, from a broken booking button fixed the evening it was reported to opening-day launches. As traffic grew, the site outgrew its Webflow bandwidth tier twice in 2026, and we managed the plan upgrades before anything broke.
The Results
| Metric | Result | Context |
|---|---|---|
| 16,048 patient actions in 2025 | The site converted 390,776 sessions into 16,048 key events: 7,044 appointment booking clicks, 4,483 first-time phone calls, 2,884 repeat calls, and 1,386 scheduling clicks. | Google Analytics 4, full year 2025 |
| 12,913 new-patient requests | Booking clicks, scheduling clicks, and first-time calls combined, at a 4.1% key-event rate across all sessions. | Google Analytics 4, full year 2025 |
| ~11x traffic absorbed, no rebuild | Weekly active users grew from roughly 1,500 to a peak of 16,403 on the same design system. No replatform, no redesign. | Google Analytics 4, full year 2025 |
| 11 clinic locations live | across four Florida metro areas (Palm Beach, Broward, Jacksonville, Orlando), verified August 2026, up from a single location at launch. | |
| 796 URLs in 3 languages | English, Spanish, and Haitian Creole, with managed professional proofreading. | |
| New locations live for opening day | Jacksonville Westside went from Tuesday-evening briefs to Wednesday launch. | |
| A one-day acquisition migration | Palm Beach Pediatrics' WordPress site moved, maintained, and later rebranded. | |
| 11 insurer landing pages | powering paid search for the question parents actually ask: do you take my insurance? | |
| 2+ years and counting | From first mockups to a platform that outgrew two Webflow plan tiers to support. |
“You have been with us from the very beginning of our journey at Bluebird Kids Health and we can't be more grateful for all that you have done for and with us along the way! Wow - from the very first mockups of our initial website to the robust, beautiful and effective site that this team has built since - its been quite the adventure.”
Rachel Wilson
Co-founder, Bluebird Kids Health
Services we delivered
- Web Design: ground-up design in Figma, brand implementation, module design across two years of growth
- Webflow Development: locations CMS, provider directory, insurance hub, school-physical pages, booking integration with instant-revert safety
- Localization: full site in EN, ES, and Haitian Creole with managed proofreading and tri-language QA
- Migration: one-day WordPress migration and ongoing maintenance of the acquired practice's site, then its rebrand
- SEO: local SEO architecture, insurer landing pages with canonical strategy, metadata fixes, AI-search file
- Ongoing Retainer: monthly hour subscription since 2024, weekly calls, same-day turnarounds, time report with every invoice
