Midwest Pulmonary: a physician group's site cut back to sourced facts

The business

Midwest Pulmonary, Critical Care & Sleep Consultants treats lung disease, sleep disorders and critical illness from offices in Chicago Ridge and Palos Heights, Illinois. The group has 23 physicians and 8 advanced-practice providers, 31 clinicians in all. Appointments are made by phone.

What was in the way

The first version was ours: a speculative site we built to show the practice what we could do. It had too much on it and buried what patients actually come for, which is finding a doctor, the address and the clinic’s number, on a phone. The practice told us so, and they were right.

What we built

We rebuilt the site on September 2, 2026, and most of the work was cutting. Anything the practice hadn’t confirmed or we couldn’t source came out: forms, a newsletter signup, an insurance list, downloads, and articles no one at the practice had reviewed. Where we couldn’t source a certification, we didn’t claim it.

What stayed is what patients use. A doctor finder with search and specialty filters. An offices page with both addresses. An appointments page that explains how booking works by phone. A tap-to-call bar that stays on screen, with touch targets at least 44 pixels tall. Office hours are Monday to Friday, 9 to 5, as confirmed by the practice. We don’t list weekend hours, because nobody confirmed any.

The roster is built by a script from the federal NPI registry and public profile pages, not typed by hand. Each clinician’s entry carries an NPI number and a link to where the details came from. Certifications are worded exactly as the source words them.

The clinician counts are calculated from that roster. When a physician left the group on September 4, we removed one entry and every number on the site updated.

On phones, the images at the top of the page had weighed about 5.6 MB. We cut that to about 1.0 MB. On September 21 we added service pages for pulmonary, critical care, sleep and diagnostics, and structured data for the practice and its physicians, with no star ratings in it.

Where it stands

The rebuilt site went live on midwestpulmonarysleep.com on September 2, 2026, and search engines can index it. A good result here would be patients reaching the right doctor faster.