Five women of diverse backgrounds sitting closely together in front of a brick wall, smiling and leaning towards each other in a friendly, relaxed pose.

Organizing Women’s Health Content Around the Way Patients Search

Results

Year Partnership

$128M

New Campus Campaign

Visit vpfw.com/womens-health-center/

Focus

Challenge

Virginia Physicians for Women serves patients at six locations across greater Richmond and Prince George, and their physicians had spent years writing trusted health content to match. The practice had grown, patient expectations had shifted toward mobile, and search behavior was changing, with more patients finding answers in summaries than on traditional results pages.

VPFW’s physician-authored articles deserved a stronger structure than a flat blog could offer, and the site’s Classic Editor was approaching deprecation. The team needed a way to organize reliable health information around how patients actually look for it, and a content management experience that would let them publish and update that information on their own.

Solution

COLAB worked with VPFW to plan, design, and build a Women’s Health Resources hub, a centralized patient education section that organizes articles and FAQs by life stage (Teens, Healthy Living, Pregnancy, and Menopause & Aging) and by health topic. Search, filtering, featured carousels, and a Recommended Reading component on service pages help patients find answers wherever they enter the site. Underneath the hub, COLAB migrated the entire site from the legacy Classic Editor to the WordPress Block Editor and refreshed the design system in tandem, with larger mobile text, improved contrast, and more readable navigation. The new hub launched in April 2026.

Website page titled "Women's Health Resources" from Virginia Physicians for Women, featuring trusted health guidance and resources. The page includes a navigation bar with links to Why Us, Providers, Services, Women's Health Resources, Locations, and options for patient resources, portal, blog, contact, and appointment requests. Below the title, there is a section labeled "Explore by Life Stage" with images of diverse women in various life stages. On the right side, a spotlight section titled "A Guide To Sexual Health And Wellness" includes a photo of five smiling women and a brief description about nurturing sexual wellness, recognizing unhealthy sexual behavior, and seeking support, with a "Read More" button.

Project Approach

The project moved from kickoff in November 2025 through discovery, design, and build in roughly five months. Discovery workshops in December brought COLAB and VPFW’s team into the same room to settle the questions that shape everything downstream: what to call the hub, which topics and life stages matter to patients, and how the existing pregnancy guide and Women’s Health A-Z content should fit the new structure. Design reviews in February confirmed a direction that kept VPFW’s brand recognizable while improving readability for a largely mobile audience.

Content migration was a collaboration by design. COLAB converted pages, locations, providers, and the initial landing pages, while VPFW’s team, trained on the Block Editor in early March, curated their own blog archive and converted selected posts into resources, assigning each a topic and resource type along the way. A shared acceptance sheet, structured UAT guide, and beta environment kept testing organized and the live site safe until launch day on April 8, 2026.

Retrofitting the Block Editor Without Rebuilding the Site

Many sites adopt the Block Editor only when they’re rebuilt from scratch. VPFW’s site didn’t need a rebuild, so COLAB took the harder path: retrofitting the modern editor into the existing theme. The team proved the approach on a sandbox environment first, converting VPFW’s pregnancy guide as a working test before committing to the full migration.

From there, an editor-switching strategy let content move over post type by post type without disrupting the live site, and reusable block patterns gave VPFW’s editors consistent, brand-safe layouts they can apply and adapt themselves. The result extended the life of a site VPFW had already invested in, and gave their team a faster, more flexible publishing workflow without a disruptive replatform.

A group of five diverse women sitting closely together, smiling warmly at the camera. They are positioned against a brick wall background, wearing casual clothing in various colors including gray, striped, orange, and mustard yellow. The women appear relaxed and friendly, representing a supportive and inclusive atmosphere.

VPFW’s patient education now lives in one place, organized the way patients look for it: by life stage and by topic, written by the physicians they already trust.

The Women’s Health Resources hub gives VPFW a durable home for patient education, and the Block Editor gives their team the tools to keep it growing. Katherine Bullock and the VPFW team now publish and update resources independently, using patterns and templates that keep every page consistent with the design system. New physician-authored articles and FAQs continue to appear in the hub, each finding its place by life stage and topic.

The partnership that began when COLAB first built vpfw.com in 2017 continues today through an ongoing support retainer, with upcoming releases planned around improved navigation and resource page calls to action. It’s the kind of steady, long-term collaboration we value most: a capable client team, a platform built to evolve, and a shared focus on the patients it serves.

Building a resource center or modernizing your practice’s site? Let’s talk. See how we work with healthcare organizations.