What was built.
The problem.
Fedhealth needed a modern, scalable website that could organise dense medical aid information clearly, appeal to a younger demographic, and improve lead capture — all while migrating an existing large-scale site under tight deadlines and with a broad stakeholder team to coordinate. The platform also needed to support ongoing content management without relying on developer intervention.
How it was solved.
Working under subcontract through marketing agency The Cheese Has Moved, I led the development of a custom WordPress build using Elementor, custom PHP, and dynamic post types to bring structure to complex content. API integrations and custom plugin development extended the platform's functionality, while custom form logic strengthened lead capture. An external LMS was integrated to support content retention, and Yoast SEO was implemented throughout to ensure strong search visibility. Every component was built responsively and in close alignment with the provided design specifications.
What it achieved.
The new website drove measurable growth in sales among Fedhealth's target market, directly contributing to stronger performance in a competitive segment. The success of the project led to Monkey and River being commissioned for two additional custom app projects, and solidified an ongoing relationship between Monkey and River, The Cheese Has Moved, and Fedhealth.
Built by
Matthew Proudfoot
WordPress Developer and Conductor at Monkey & River, based in Cape Town, South Africa. He builds websites, and leads development teams.
