Work · Healthcare · Radiology
Florida Radiology Consultants: A Website With a Different Job
Florida Radiology Consultants is an independent, physician-owned radiology group that has served Southwest Florida for more than fifty years and is the exclusive radiology provider for Lee Health. Its website had a job most medical sites don’t: show radiologists what a great place this is to work, in one of the tightest hiring markets in medicine, and show hospitals and practices what partnering with it looks like. I rebuilt the site around those goals in 2024, and I’ve kept it growing with the group since.
130+
Pages on the site
30+
Radiologists joined since 2024
60+
Physician profile pages
70+
Annotated imaging graphics
The Florida Radiology Consultants homepage.
Client
Florida Radiology Consultants
Where
Fort Myers and Southwest Florida
Specialty
Diagnostic and interventional radiology
Working together since
2024
What I do
Full site rebuild, careers section and job board, procedure content, SEO built into the site, knowledge graph, ongoing updates
Built for
Radiologists, partners, referring physicians, and referred patients
01
The Radiology Practice
One of the few large private radiology practices left in Florida, run by its own radiologists.
Florida Radiology Consultants is based in Fort Myers, Florida. As the exclusive radiology provider for Lee Health, the group reads for four acute care hospitals, a children’s hospital, and sixteen outpatient facilities. Its radiologists cover nine diagnostic subspecialties, from breast imaging and neuroradiology to cardiac, musculoskeletal, and pediatric radiology, and the group offers teleradiology to hospitals and practices beyond the region.
The interventional radiology side treats patients directly, with a dedicated embolization program led by Dr. Aaron Heligman and Dr. David Johnson. The group runs its own outpatient lab in Bonita Springs, where patients can have prostate, uterine, and knee embolization without a hospital stay.
In a specialty where consolidation is the norm, that independence is what makes FRC such a good place to work. Radiologists make the decisions, with a board of their own physicians. That is what the website had to communicate, and so is the scale: a group of 63 radiologists that keeps hiring. Their line is “Everything starts with the patient,” and the way the group works bears it out.
Some of the group’s radiologists. There are 63 of them, at 17 locations across Southwest Florida.
Dr. Emmanuel Magara’s words on the homepage. When I read them, I knew they belonged there.
02
A Website for Referrers, Partners, and Recruits
A radiology group’s website earns its keep with radiologists, partners, and referring physicians.
Patients do not choose their radiologist. They are referred. So a radiology website has to win over the people who do choose: radiologists deciding where to work, hospital systems and practices considering a partnership, and referring physicians evaluating a group. The group had outgrown its old site, which did not show the size or the structure of the practice.
Recruiting was the urgent job. Radiologists are in short supply. The market for them is one of the tightest in medicine, and candidates look at a group’s website before they reach out. FRC was growing and needed to keep adding radiologists, from outside the region as well as inside it. The website had to show a candidate what kind of place this is to work, and make someone who had never considered Fort Myers picture a career there.
The second job was to look right to a potential partner. A hospital administrator or a practice owner evaluating a radiology group wants to see its reach, its subspecialties, its physicians, and how it is run. The site had to answer those questions before anyone picked up the phone.
So the project was a full rebuild, on a new domain, with one brief: build the site around what the group needed, hires and partners first, and build the SEO around the same goals instead of a generic patient-acquisition playbook. Referred patients and referring physicians get a clear path too. The old site lived at FLRAD.com; the new one lives at floridaradiologyconsultants.com, and the old address forwards to it.
Dr. Nikhil Rajadhyaksha led the project for the group. He is a fellowship-trained interventional radiologist and the group’s Director of Cardiac Imaging. He was my main point of contact, guided the whole process, and was closely involved in the redesign from start to finish. The doctors who lead each subspecialty supplied quotes for their own pages.
Before: the group’s previous website, at FLRAD.com. My rebuild replaced it.
03
Recruiting, Radiologists, and Imaging
Radiology website design with a careers section built to recruit, a group shown the way a partner evaluates it, and a procedure library that brings patients to the group.
The careers section was built to recruit radiologists from out of market. It tells a candidate what makes the group a good place to work: a practice run by its own radiologists, with real support and room to grow. It has its own job board, an application form, and a page about living in Southwest Florida, written for a candidate who has never considered the region. Every listing is structured with job schema so the openings are eligible to appear in Google for Jobs, in front of radiologists who are actively looking.
The job board, with each opening structured for Google’s job results.
For a potential partner, the site shows the group the way an administrator evaluates it. Every physician has a profile page. Each subspecialty has a page of its own, and so do teleradiology, partnering with the group, and its board of directors. One locations page maps all 17 places the group works. What a partner needs to know is a click away, kept apart from the patient pages.
The interventional radiology section covers more than thirty procedures, each on its own page. Biopsies, tumor treatments, embolizations, vascular work, pain management, catheters and ports. The first page was built with one of the group’s interventional radiologists, and it became the template for the rest. The pages are written in plain language a patient can act on, because IR is the one part of radiology where patients research a procedure and choose where to have it. These pages are how a patient looking into PAE, uterine artery embolization, or knee pain embolization finds the group, and they bring patients straight to the doctors who do the work.
One of the procedure pages: plain language, what to expect, and imaging that shows what the procedure does.
The IR pages carry annotated radiographic images. I took real images from the group’s own work and marked them up with circles, arrows, and labels, so a patient can see what the procedure does in terms they can follow. There are more than 70 of these graphics, each one built with one of the group’s physicians. Most radiology sites leave clinical images unexplained, or leave them out. This is the most distinctive piece of creative work in my portfolio, and it does a job nothing else on the page can do.
A procedure page with its graphic, and two more of the 70-plus graphics I made from the practice’s own X-rays, each one built with one of the group’s physicians. I have not seen anything like it on another radiology site.
The site is built around radiology imagery. The procedure pages carry the group’s own scans, and the rest of the site uses carefully chosen imaging photography. A radiologist who lands on it feels at home, and a patient sees the precision behind the work. That was a design decision with a reason behind it: I wanted the site to be a place a radiologist would enjoy being on.
Radiology imagery, used throughout the site.
The SEO was built around the group’s goals. The job listings are structured for Google for Jobs. The physician profiles are built to be found by name, because that is how a referring physician, a candidate, and a patient all check a group out. The procedure pages are built around what patients search, with structured data that tells search engines exactly what each page treats. The site also carries a knowledge graph: structured data that describes the group, its physicians, and its services, so search engines and AI tools can see how it all connects. It was built around hiring and referrals first.
In 2026 the group added an embolization office in Bonita Springs and wanted the website to match. They asked, and I built an Embolization page, a page for each procedure, and booking buttons across the site. This is how it works with me: the practice says “we want to try this,” and I make it happen.
The Embolization Services page.
04
Results
A group that kept hiring, and a site that candidates, partners, and patients find.
+37%
Radiologist roster, March 2024 to October 2026
80,000+
Visits to the site since launch
1 day
Typical turnaround time to add a new doctor’s profile page to the website
Since 2024, 35 radiologists and physician assistants have joined the group. Thirty of them are radiologists, and the group’s roster of radiologists grew from 46 in March 2024 to 63 in October 2026, up 37 percent. The job board went live in April 2025, and the pace of hiring more than doubled after it: about one new radiologist every three and a half weeks, against one every eight weeks before.
Radiologists added to the group since March 2024, counted from the group’s requests to add each new doctor to the site. Gray before the job board, orange after it went live in April 2025.
Patients find the group through the procedure pages. Between May 2025 and September 2026, the interventional radiology pages drew 6,430 clicks from Google search, from people looking into a procedure.
The pages people click most are the physician profiles. Between May 2025 and September 2026, the physician profile pages drew 15,672 clicks from Google search, more than any other part of the site. A referred patient checks the doctor they are being sent to. So does a candidate, and so does a partner. That is the job the site was built for, and referred patients arrive at a practice that looks like what it is.
Search traffic from Google Analytics, July 2024 to July 2026. Gray: the site’s first five months, while the procedure library and imaging were still going in. Orange: the finished site on its permanent domain, from December 2024.
05
The Practice Today
Site updates and new pages as the group has grown.
I host the site and build what the group sends me, from new doctors to new procedure pages, and the careers section stays current with the openings. When a new radiologist joins, their profile page usually goes up the same day or the next. The site keeps pace with a group that is still growing.
Services on this project
Website redesign
A full rebuild on a new domain.
Healthcare SEO
Search built for recruiting and referrals.
Schema and knowledge graphs
A knowledge graph for the whole site, and job listings structured for Google’s jobs results.
Ongoing support
Providers, procedures, and openings kept current.
Next case study
Web, SEO, local search, and print for one of the Gulf Coast’s best-regarded dermatology groups, built one piece at a time since 2020.
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