New website for a sports medicine clinic with online registration, integration with MIS and SEO structure

Initial situation: a sports medicine and rehabilitation clinic has an outdated one-page website without a mobile version and without online registration. Doctors enter content, prices and schedules into the MIS, but applications now come through the phone and instant messengers, which is why requests are lost and there is no end-to-end analytics.

Technical environment and subject area: the site must be new, on WordPress 6.x with a custom theme (without heavy visual designers), taking into account the medical topic - correct disclaimers, accurate work with personal data, high speed on mobile devices. Hosting - Ubuntu 22.04, Nginx, PHP 8.2, MariaDB. Sources are in the Git repository.

What to do:
- Design the structure and assemble a website on WordPress: home, services (10-20 typical pages), doctors (specialist cards), prices, about the clinic, contacts, blog (categories and tags), privacy policy page, 404.
- Implement custom post types and fields: Doctors, Services, Promotions. Connections - the service is tied to several doctors, the doctor - to several services, the output on the site should be collected automatically.
- Online registration: integration with MIS via REST API (endpoints will be provided, standard scheme - obtaining a list of doctors, services, free slots by date, creating an appointment). You need a front-end widget for recording on the service and/or doctor page with a choice of branch, date, time, as well as confirmation by SMS or email (possible through a third-party service, we will provide the keys). Store patient data in the WordPress database only to the extent necessary for the application, and automatically clear personal data older than 30 days.
- Notifications: a letter to the administrator and the patient with details of the recording, logging integration errors into a separate log file on the server.
- SEO and analytics: CNC, breadcrumbs, schema.org micro markup for Organization, MedicalClinic, Physician, FAQ (for 3-5 blocks of questions), sitemap.xml generation, correct meta tags and OpenGraph. Connect GA4 and Yandex Metrica via GTM, set up 3 events - sending an entry form, clicking on the phone, clicking on the messenger.
- Performance and security: caching at the WordPress level (the plugin is acceptable, but without monstrous builds), form protection from spam (hCaptcha or reCAPTCHA), basic WP security enhancement (disabling XML-RPC when not needed, limiting login attempts), backup settings (the plugin is acceptable).

Restrictions:
- You cannot use Elementor/WPBakery and similar heavy builders. ACF Pro or equivalent for fields is allowed.
- Design - according to a ready-made Figma layout (we will provide it), but you need to carefully lay it out adaptively and without visual discrepancies in the grid and typography.
- Integration with MIS should be implemented as a separate WordPress plugin so as not to depend on the theme.
- Personal data should not be included in web logs and the client console.

Specific result:
- Deployed new website on our server and in a staging environment, with the transfer of content from the provided document (we will provide texts and photos) and with connected online recording via the API.
- A repository with the source code of the theme and integration plugin, instructions for deployment and updating, a list of installed plugins and settings.

Acceptance criteria (measurable):
1) Google PageSpeed ​​Insights on mobile - no lower than 85 for the main and service pages with a clear cache.
2) An entry through the widget should create an entry in the MIS and return a confirmation to the user, including processing 3 errors - no slots, network error, incorrect data.
3) The site is checked for broken links (0 critical) and a valid sitemap.xml.
4) Events in GA4 and Metrica are recorded during test actions.
5) Personal data from applications older than 30 days is deleted according to a schedule (WP-Cron or system cron) and this is confirmed by the log.

Estimation by time frame: 3-5 stages are expected - design of structure and types, layout and theme, integration plugin and widget, SEO/analytics/optimization, final acceptance and documentation.