eCential Robotics - Website Strategy

Month 1 Deliverable

Website Strategy

From invisible to launch-ready. Sitemap, content, and SEO blueprint.

Current State

C-

SEO Grade

4/10

UX Rating

<10

Pages Indexed

0

Ranking Commercial Keywords

The website is working against the sales team.

Critical Issues

No hreflang tags - U.S. users may see French content
No dedicated Op.n product page - nothing to send prospects
French URL slugs on English site - /a-propos instead of /about
No clear CTAs on any page - no way to request a demo
Homepage leads with specs, not value prop - built for engineers, not buyers
Thin pathology pages - under 300 words, no clinical evidence

Recommended Information Architecture

Why Open?

For Hospitals · For Surgeons · For ASCs

Platform

Op.n System · App Ecosystem · Compatible Implants

Clinical Evidence

Get Started

Request Demo

Resources

Case Studies · News · Academy

Company

Leads with differentiation. Audience self-selects early. "Get Started" replaces "Contact Us."

Content Priority

Op.n platform product page - 2,000+ words, week 2
"Why Open Platform?" pillar page - 1,500+ words, week 3
Homepage rewrite - lead with value prop, week 2
FDA clearance page - timeline, regulatory details, what it means
Hospital ROI page - cost comparison, revenue per OR hour, surgeon retention
Comparison pages - Op.n vs Mazor X, Op.n vs ExcelsiusGPS

SEO Keywords to Own

"open platform spine robot" - unique, zero competition
"implant agnostic spine robot" - unique differentiator
"FDA cleared spine robot" - key trust signal
"spine surgery robot" - core commercial keyword
"mazor x alternative" - intercept competitor searches
"spine robot ROI" - target hospital decision-makers

Quick Wins - Week 1

Add hreflang tags - 1-2 hours, ensures U.S. users see English content
Fix homepage meta tags - lead with "FDA-Cleared Open Platform"
Add "Request a Demo" CTA - replace generic "Contact Us" site-wide
Add FDA clearance badge above fold - instant credibility for U.S. visitors
Fix French URL slugs - /a-propos to /about with 301 redirects
Add U.S. address to footer - Franklin, TN headquarters on all en-us pages

Tech Stack Recommendation

Next.js + Tailwind

Frontend

Fast, modern, SEO-friendly. Server-side rendering for search performance.

Sanity CMS

Content

Easy updates for the eCential team. Structured content for news, case studies, pathology pages.

Vimeo Pro

Video

No branding, autoplay support, high-quality 4K. Hero video loop without YouTube distractions.

HubSpot Forms

CRM Tracking

Lead capture, demo requests, pipeline tracking. Integrates with email sequences.

Vercel

Hosting

Global CDN, instant deploys, built for Next.js. Fast load times worldwide.

Homepage Blueprint

Hero - full-screen video loop of robot arm in motion
Headline - "The Only FDA-Cleared Open Platform Spine Surgery Robot"
Three audience cards - Hospitals, Surgeons, ASCs below fold
Ecosystem visualization - 20+ implant partners as animated nodes
Clinical evidence stats - surgeries, accuracy, hospitals
Request a Demo form - name, email, facility type, timeline

90-Day Content Roadmap

Month 1

Foundation

Product page (2,000+ words)
Pillar content (Why Open?)
Homepage rewrite
Meta tag fixes
Week 1 quick wins

Month 2

Compete

Comparison pages (vs Mazor, vs Globus)
Clinical evidence page
ROI calculator
Blog launch (3 posts)
Resource library

Month 3

Scale

10+ blog posts live
Pathology page expansion
Resource library complete
Full keyword coverage
Performance tracking

Expected Impact

100-150%

Organic Traffic Increase

10+

Ranking Keywords

10-20

Demo Requests from Organic

From invisible to competing in 90 days.

Based on comparable medical device site redesigns