Women’s Healthcare Associates
A women’s healthcare group with 120-plus providers across ten Portland-area locations. I rebuilt whallc.com in 2018 and I’ve run it ever since — the site, the infrastructure under it and the operations handbook that keeps it all out of one person’s head.
The situation
When I met them in 2018, their website had quietly become business-critical — it’s how patients find providers, locations and care — but the site itself was aging and nobody owned it end to end.
What I do
I overhauled it completely and took ownership of all of it — the public site, the infrastructure it runs on and the day-to-day operation. Eight years later I still run it, and it’s all written down, so the platform belongs to the team, not to me.
The arc
- 2018
The overhaul
Their old site, replaced end to end — rebuilt properly, with the engineering discipline most websites never get.
- 2026
The redesign
A complete redesign, launched early 2026, with redirects so old links still land somewhere useful.
- 2026
The handbook
I wrote an operations handbook — how the platform is built, how to run it, how to edit it — so none of it lives only in my head.
- today
Still running it
Monitoring, backups, security, performance — the unglamorous weekly work that keeps a healthcare platform trustworthy.
How it’s built
WordPress runs a huge share of the web, and plenty of it is built carelessly — a pile of plugins, edits straight to the live site, nobody quite sure how it all works. This platform isn’t that. It’s version-controlled, tested, monitored and deployed like real software — if a server vanished tomorrow, the site could be rebuilt from the repository and offsite storage, because nothing lives only on a server.
The load-bearing parts are tools I built and maintain myself — a small toolkit I reuse across the sites I manage. One moves media to redundant cloud storage so the site itself stays disposable. One keeps pages fast. One makes search instant and typo-tolerant. One watches errors and performance and tells me before anyone notices. Not thirty marketplace plugins nobody understands — a handful with an owner, each documented, each there for a reason.
The details go deep. Search engines read the whole group — the organization, every clinic, every physician — as one connected entity, because the site describes itself to them properly. Every provider’s star rating syncs in automatically from their patient-review platform. The site translates itself for patients who don’t read English. Every content change is logged, so there’s always an answer to “what happened?” Nobody sees that work. Everybody benefits from it.
The platform
Built on
- Platform
- WordPress
- Hosting
- Cloud, fully managed
- CDN + security
- Cloudflare
- Environments
- Staging + production
Run like software
- Deploys
- Automated, version-controlled
- Backups
- Automated, offsite
- Monitoring
- Errors + performance
- Site search
- Fast, typo-tolerant
- Core tools
- Purpose-built + documented
Written down
- Documentation
- Full operations handbook
- Running since
- 2018
The full technical spec — architecture, deployment, even the gotchas — lives in the handbook.
Where it stands
I still run it. It’s been through a full redesign, and every piece of it is written down where the team can find it.
Want this kind of ownership for your platform?
I take on a handful of businesses and go deep. Tell me what you're running and we'll see if it's a fit.