Everything reviewed while planning the new site: the local competitive set, search-results baseline, voice and design benchmarks, the clinical sources we verify content against, and the service lines the site should lead with.
Who patients actually compare us against in the New Braunfels and San Antonio market, and what each practice's website does well or badly.
| Practice | Website | Role | What their site teaches us |
|---|---|---|---|
| Primary rival New Braunfels Orthopaedic Surgery & Sports Medicine (NBOSSM) |
nbsportsmed.com | Cross-town rival. Drs. Tubb, Starch, Post. 5.0★ / ~130 reviews. | Owns #1 organic for "hip replacement New Braunfels" and "carpal tunnel New Braunfels" because they built per-procedure pages (/services/hip-replacement, /services/carpal-tunnel). Their structure, not their authority, is what Google rewards. The new OSI site mirrors this play. |
| Big group TSAOG (New Braunfels branch) |
tsaog.com | Large San Antonio group with a New Braunfels satellite. Sam's aesthetic benchmark. | Runs Google Ads in the NB market but lands clicks on a generic find-a-physician page, wasting quality score. Beautiful site, inefficient funnel. Copy the polish, not the ad strategy. |
| Model to copy Baptist Health System |
baptisthealthsystem.com | Hospital system bidding into NB queries. | The only advertiser doing paid search correctly: procedure-specific landing pages (their hip-replacement campaign page). Proper landing-page match is the model for any future OSI ads. |
| SA group Northeast Orthopaedics & Sports Medicine |
orthotx.com | San Antonio group, lower NB presence. | Ranks for some carpal tunnel queries. Not a primary threat. |
| SA group San Antonio Orthopaedic Specialists |
saorthospecialists.com | SA group with a New Braunfels landing page. | Page 1 for some queries purely on a geo-targeted landing page. Cheap tactic that works; our service-area pages answer it. |
| Adjacent Spine Center of Texas |
spinecenteroftexas.com | Different specialty, co-located at 55 Gruene Park Dr. 4.9★ / ~959 reviews. | Shows the review-volume ceiling for this zip code. Same patients review both buildings. |
Live Google checks for the flagship queries. This is the gap the new site exists to close.
National and Texas practice sites audited for hero copy and tone. Verdicts are about the writing register, not the practices.
"Conservative treatments when possible... when conservative treatments have been exhausted"
Voice match
Surgeon-owned, conservative-first sequencing. The register the new OSI site is built on.
"Replace and restart." · "Get back in the game."
Design yes, copy no
Aesthetic benchmark for layout and polish. The two-word slogan register was rejected as marketing-gimmicky.
"Move Better Feel Better" · "Expertise you can trust"
Quiet confidence yes, rankings no
Institutional, rankings-forward. "#1 for 16 years" framing is the wrong scale for a small practice; the calm register is worth keeping.
"Don't live with pain. See if joint replacement can help."
One construction to adapt
"See if X can help" is a low-pressure conditional worth using. "Don't live with pain" is pressure language, avoided.
"Both non-surgical treatments and advanced surgical solutions"
Dual-track framing
Naming non-surgical care alongside surgery is honest. "Advanced surgical solutions" is a marketing phrase, dropped.
"Orthopedic care when you need it" · same-day appointments
Access angle
Access-oriented messaging. "When you need it" is a useful half-clause; access-only messaging says nothing about treatment philosophy.
"Victory Over Injury"
Avoid
Sports-brand, celebrity-surgeon halo. Exactly the register the OSI voice is fleeing.
"The experience you want with the expertise you need"
Committee voice
Award-forward and generic. The want/need parallelism is filler.
"Portland's Orthopedic Specialists"
Community anchor
Local, community-centered framing. Relevant to how OSI anchors itself in New Braunfels.
Every clinical claim on the new site is verified against these before it ships. Nothing clinical is invented.
Primary patient-education source. Condition and procedure pages are checked against OrthoInfo first; it is also the standard external education link.
Evidence base for quantified claims (example on file: the knee-OA SMOAK guideline pulled for the knee replacement page). Fetched copies live in the citation store.
Cross-check source for condition explanations and recovery framing.
Cross-check source; also a benchmark for plain-language health writing and directory layout.
Registry data source for joint replacement volume and survivorship statistics when a number is needed.
Plus BodyParts3D and the SPL/Harvard atlas. Vetted for license terms before any figure ships; see the anatomy-image-sources note in the vault.
What the site leads with, chosen from OSI's real scope (152 conditions, 90 procedures, 11 non-surgical treatments across 9 body regions) and from what every competitor in the market highlights.
Cortisone and PRP injections, bracing, therapy-first pathways. Framed as the primary product: education pages open with what gets tried before surgery.
Why: the ethics guardrail and the differentiator. Almost no competitor leads with honesty about not needing surgery.
Sports injury evaluation, arthroscopy, return-to-play care.
Why: every rival leads with it; NBOSSM has it in their name. Table stakes for the market.
Total hip (anterior and posterior) and total knee replacement.
Why: the highest-volume procedure queries in search (hip 30–50k, knee 40–70k US monthly). Framed as an option when conservative care is exhausted, never the default.
Fracture setting and fixation, general orthopedic trauma.
Why: real differentiator vs sports-only clinics, and the hospital-pathway content already ranks.
Carpal tunnel release and hand/wrist conditions.
Why: the biggest measured gap. Carpal tunnel searches 20–30k US monthly and OSI was off page 1 while NBOSSM held #1.
Shoulder, knee, hip, and ankle arthroscopy (rotator cuff repair, meniscus surgery).
Why: rotator cuff (15–25k) and meniscus (8–15k) queries are the mid-volume core of the education library.
Where patients come from, and the geo pages that capture them.
| Market | Status | Notes |
|---|---|---|
| New Braunfels | Main office (since 2006) | Flagship geo query: "orthopedic surgeon new braunfels." Local pack position #2 among ortho practices. |
| Yoakum · Hallettsville | Satellite offices | Rural reach south of the I-10 corridor. |
| Seguin · Cuero · Kenedy | Dr. Twitero coverage | Seguin is its own service-area page target. |
| San Antonio (NE quadrant) | SEO target | Big-metro query (800–2,000 monthly). Condition-led copy, drive times from NE zips. |
| Canyon Lake · Boerne · Bulverde · Spring Branch · Schertz | SEO targets | Hill Country ring. Low individual volume, high cumulative value, almost no competition. |