Frontera
Frontera Search Partners is a U.S.-based medical recruitment firm specializing in placing highly qualified healthcare professionals. As competition increased and digital channels became more critical, their website needed to evolve from a static presence into a inbound conversion platform.
Challenges
Frontera’s previous WordPress website no longer supported the company’s growth ambitions.
The visual identity felt dated, the content structure didn’t clearly communicate their positioning in a competitive healthcare recruitment market, and the site lacked the technical foundation needed for SEO, AEO, and system integrations.
From an operational perspective, the website was also disconnected from Frontera’s recruitment workflow. Job data lived inside Bullhorn, while the website functioned as a static marketing layer, creating friction for both candidates and internal teams.
The goal was clear: overcoming friction in the primary objective-candidate conversion. We aimed to keep potential applicants on a single platform while making the application process more reliable and streamlined.
How we approached it
Strategy & UX Foundation
We started by aligning the website with Frontera’s real business model, healthcare staffing powered by Bullhorn. This included:
- Clarifying Frontera’s value proposition for employers and candidates
- Defining clear user journeys for healthcare professionals vs. hiring partners
- Structuring the site to support both recruitment and long-term inbound growth
Brand Facelift & Visual Direction
Rather than a full rebrand, we delivered a logo and visual facelift:
- Cleaner typography and color usage
- More confident, healthcare-appropriate tone
- Consistent UI system that scales across pages and content types
WordPress to Webflow Migration
We migrated the entire site from WordPress to Webflow to:
- Eliminate plugin dependency and maintenance risk
- Give the team full control over content via CMS
- Enable faster iteration for campaigns and hiring needs
Systems & Integrations
A key technical challenge was connecting the Webflow frontend with Frontera’s recruitment stack. Working closely with Frontera’s backend team, we:
- Integrated Webflow with Bullhorn via API
- Used Make to synchronize job data and workflows
- Ensured job listings could live natively on the website while staying connected to the CRM
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What we achieved
- Full WordPress → Webflow migration with zero content loss
- Modernized brand presence aligned with healthcare recruitment standards
- CMS-driven structure for jobs, pages, and future content growth
- API-based Bullhorn integration supporting real recruitment workflows
- SEO- and AEO-ready architecture for long-term discoverability
- A scalable foundation for ongoing growth and optimization
This project didn’t just redesign a website, it turned Frontera’s site into a system, ready to support marketing, recruitment, and growth initiatives.
Results
Gallery
Credits
FAQ about Frontera Search Partners Webflow Migration for Healthcare
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