Cobalt Regenerative is the precision medicine practice of Dr. Orel Swenson, MD, MBA, a board-certified emergency physician in Montecito, California. The clinic offers hormone optimization, peptide management, IV therapy, cellular therapies and ketamine-assisted therapy, plus The Cobalt Circle, an application-only membership with direct access to Dr. Swenson.
The brief
We started with a Zoom call in mid-January. The practice was on Squarespace, and Dr. Swenson wanted a medical website on WordPress that looked as considered as the care he gives, could grow through articles and SEO he planned to lead himself, and linked patients to the clinic’s own systems. We agreed on a site of 12 to 15 pages, and he wanted it live within a few weeks.
Straight to the build
He sent a few clinic websites he admired and asked to skip a separate Figma stage and go straight to building. That saved weeks, but it meant the design had to be worked out on a staging site, together, one round of feedback at a time.
The logo came first
Before any pages, I redrew the Cobalt logo from his ideas as a clean, editable file, so it would hold up in the header, on documents and on social media. It was approved straight away, which set the tone for everything after it.
Getting the look right took two attempts
My first staging version was not what he had in mind. The hero photo felt pasted on and the typography was too ordinary for the people this clinic serves. Rather than polish something that wasn’t working, I started again with a new concept: a full-width background video in the hero, Cormorant Garamond headings, and a palette of deep navy, gold and cream. He sent more references along the way and flagged a few inconsistencies, and we tightened them page by page.
One last walkthrough, then launch
A final review on Zoom settled the last decisions. Prices came off the service pages so they read as care, not a menu, and those pages became text-led. The headline became “Medicine Designed for Peak Performance”, with Montecito, California right beneath it. The Cobalt Circle got its own dark blue section on the homepage, and Sign In went straight to the patient portal. The site went live on the main domain that same day.
What’s on the site
- 14 pages: Home, About Dr. Swenson, Our Services, FAQ, Insights and Contact
- Six service pages: Hormone Optimization, IV Therapy, Cellular Therapies, Peptide Management, Ketamine-Assisted Therapy and The Cobalt Circle, with its four-step application
- Privacy policy and terms of service
- A Sign In link to the clinic’s patient portal, and online booking for IV therapy
- Insights, the clinic’s blog, opening with Peptides 101
Why WordPress
Squarespace is fine for a simple site, but Cobalt needed room to grow: a proper blog for SEO, landing pages for new locations, and full control of the code and hosting. I built it in WordPress with Elementor on a Kadence child theme, moved hosting to Kinsta behind Cloudflare, and set up Rank Math for SEO. The domain stayed where it was, pointed at the new site.
After launch
A launch is only the start. I connected Google Search Console, Google Tag Manager and GA4, worked through the first indexing issues in Search Console, and fixed things as they came up, from leftover placeholder text to the phone number in the footer. In April Dr. Swenson asked me to keep going with branding materials, regular articles and landing pages for the other cities the clinic serves.
Where it stands
Five weeks from the first call to a live website, and a client who came back for more. The site scores 100 for SEO and 100 for best practices in Google Lighthouse.
Running a clinic that should look as good as the care it gives? Let’s talk about your website.
