Medical Device Marketing Site
Channel-Markers Medical
A hand-coded WordPress platform for GenVisc 850 and TriVisc — 99 on Lighthouse mobile, built for prescribers and patients alike.
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The situation
Channel-Markers Medical markets GenVisc 850 and TriVisc, hyaluronic acid knee injections for osteoarthritis pain. Their site has to work for two very different audiences at once: physicians who need prescribing information, billing codes, and distributor ordering details, and patients researching whether HA injections are right for them and what they cost.
The existing site had grown heavy and tangled — slow to load, with duplicate pages competing against each other in search and a third of its organic traffic riding on pages for a program the company had retired.
What I did
I hand-coded a new WordPress theme from scratch — no page builder, no frameworks, no jQuery. Semantic HTML, vanilla JavaScript loaded only where a page uses it, one self-hosted variable font, and a full-viewport video hero that never downloads on mobile. FAQ accordions are native HTML elements that work with no JavaScript at all.
The rebuild was also a search cleanup. Twenty-two pages became ten with clear jobs, guided by a full Search Console audit: every retired URL 301s to the page that matches what its visitors were actually searching for, every page got a hand-written title and meta description, and the pricing question patients ask most now has a page that answers it in the first sentence.
Alongside the main site I built harmoknee.support, the companion support site serving the Rx-Direct program — a single page so lean it ships zero JavaScript.
Results
Lighthouse mobile performance: 99. The old site's search equity carried over intact — including the retired program pages that held a third of its organic traffic, rerouted by search intent rather than by page name. The client edits everything through plain WordPress fields, and the whole theme deploys from version control.
Design by GrayMatter. Development and performance by Forcefield.