Multiple Website Build for a Health Clinic: Unifying Four Brands on One Platform
Background
Maze Health Group has cared for patients across the New York Tri-State area for more than three decades. Founded and led by Michael A. Werner, MD, a board-certified urologist and sexual medicine specialist, the practice has grown into a family of specialized brands: Maze Men’s Health, Maze Women’s Health, Maze Labs, and Maze Medical Fitness.
Together they serve patients from offices in Westchester, New York City, Connecticut, and New Jersey, with roughly 40 staff and a clinical reputation to match. That growth was also the problem. Each brand had its own website, and over the years the group’s digital presence had sprawled into nine aging WordPress sites spread across three different vendors. The reputation was world-class. The websites were not.
By early 2025, simply keeping Maze’s websites running had become a coordination problem. Hosting lived on WP Engine. One outside vendor handled back-end maintenance. A separate agency owned creative and design. SEO and paid search sat with a third team based overseas. Every change meant routing a request to whichever vendor owned that slice, and the brands had drifted apart visually as a result.
“We have some people in-house, but then we have the SEO company, we have a social media person, we have a website firm, which maintains and hosts the site, who works with yet another firm to create new content.”
The deeper issue was visibility. For a practice with four physical markets, the sites carried almost no local signals. Core pages were missing the location keywords (Westchester, New York City, Connecticut, New Jersey) that nearby patients actually search for, so sites that should have ranked on the strength of Maze’s reputation simply didn’t.
Three problems surfaced in discovery:
- A fragmented vendor stack. Maintenance, design, and SEO were split across three vendors on top of WP Engine hosting, which made even routine updates slow and inconsistent.
- Four brands that had drifted apart. Each site had aged on its own, so the group looked less like one practice and more like four unrelated ones.
- Invisible in local search. With few location keywords and limited on-page SEO, the sites underperformed the practice’s real-world authority across all four markets.
BEFORE VS. AFTER
The previous Maze Men’s Health site (left, archived Dec 2024) and the rebuilt site (right). The rebuild traded dated stock imagery for a modern, credibility-led design and SEO-structured, location-aware copy.
The chief goal was consolidation: bring hosting, maintenance, design, and SEO under one roof, and rebuild the brands as one connected system instead of four drifting sites. Pronto delivered a Website Build, spanning four separate brand sites and a connecting hub, paired with an SEO sitemap and audit, hosting migration, and Google Business Profile setup for each brand.
Consolidating three vendors into one team
Pronto’s first move was to take ownership of the foundation. The team migrated Maze’s live sites from WP Engine to an enterprise-grade Kinsta hosting environment with zero downtime, backing up each site, rebuilding it on a staging server, testing it, and switching it over by DNS.
Because the hosting runs through Pronto, Maze taps an enterprise-tier plan at a fraction of what it would cost to buy directly. Three vendors became one accountable team, and the Men’s Health site, Maze’s largest, went first.
A shared design system, four distinct identities
Pronto rebuilt the four brand sites on a single design system (WordPress with Elementor, tuned with WP Rocket), so every site shares the same header architecture, four-market location bar, patient-story modules, and credibility cues, while each brand keeps its own color and voice: navy for Men’s Health, burgundy for Women’s Health, teal for Labs, and red for Medical Fitness.
The result reads as one practice, four brands. By design, the brands run as four separate WordPress installations rather than a single Multisite network. Keeping each brand on its own installation means no site shares a database or competes for server resources with the others. For the large, content-heavy Men’s and Women’s sites especially, that separation is what keeps load times fast and consistent.
One design system, four brand identities: Maze Men’s Health, Maze Women’s Health, Maze Labs, and Maze Medical Fitness. Each site shares the same architecture and components while carrying its own color and voice.
A unifying hub: Maze Health Group
Pronto also built a new Maze Health Group hub at mazehealth.com, the front door that introduces Dr. Werner and the practice, then routes each visitor to the right brand. Every brand site links back to it, turning four standalone sites into one connected ecosystem.
The hub’s brand routing: a single entry point that hands each visitor off to Men’s Health, Women’s Health, Labs, or Medical Fitness.
Location-first SEO across services pages
With the architecture rebuilt, Pronto layered in the local SEO the old sites lacked: location-optimized page and URL structures targeting Westchester, New York City, Connecticut, and New Jersey, Google Business Profile setup and management across several profiles, on-page optimization, and a site audit for each brand.
The service pages themselves were built to inform without overwhelming. Each opens with the essentials, then uses a table-of-contents sidebar and expandable “Read more” sections so a patient can scan to what matters or read deeper on symptoms, treatments, and what to expect. It turns dense clinical topics into pages that are easy to navigate and structured for search.
Every service page opens with the essentials, then uses a table-of-contents sidebar so patients can jump to symptoms, treatments, and what to expect.
A year-long build, managed end to end
A Pronto project manager coordinated the program through weekly client calls and a dedicated, cross-functional design and development team. Across the four builds, that meant more than 40 project calls and over 600 completed tasks in roughly twelve months, from the first migration to the final launch.
The Results: Four Cohesive Sites Under One Roof
The flagship Maze Men’s Health site went live on January 15, 2026, and the final site, Maze Women’s Health, followed in April 2026, completing a twelve-month program that rebuilt all four brands. Maze replaced nine aging sites and three vendors with four cohesive brand websites, a unifying hub, and a single partner running everything on one platform.
The rebuild was one piece of a broader relationship. Through the same period, Pronto was already running Link Building and Google Ads for the brands, so the rebuilt sites gave the marketing already driving patients to Maze a faster, location-optimized foundation to convert on. See the results of these campaign in this case study.
The Impact
For a practice whose reputation was built over three decades, the rebuild closed the gap between what Maze is and what its websites said it was. A patient searching for care in Westchester or Manhattan now lands on a site that looks and reads like the practice behind it, in the right brand, optimized for the right market.
Just as important, Maze traded a tangle of vendors for a single team and a single platform. Updates that once meant coordinating three companies now run through one. And because all four brands share one system, the group has a foundation it can extend, which is exactly what it is already doing with SEO, Link Building, and paid search.
“Our websites never really matched the practice we'd spent three decades building, and just keeping them running meant juggling separate companies for the hosting, the design, and the SEO. Pronto pulled all of that under one roof. Now the sites reflect the care our patients actually get, and when something needs to change, there's one team to call.”
Want your brands to work as one online? Learn how Pronto’s WordPress Web Design in New York and New Jersey can unify a multi-brand presence on one platform.
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