Physiotherapy clinic | ClinicGrowth Case Study

What they came to us with

A physiotherapy clinic in Uckfield, run by the clinician who treats in it. The website looked fine and did nothing. Every new patient still meant a phone call, and a call missed during a treatment was usually a patient who rang somebody else.

The other problem was being found at all. Everything the clinic treated sat on one page called Services, so somebody searching “sciatica” or “plantar fasciitis” had nothing of the clinic's to land on. The brief was simple: let people book without speaking to anyone, and turn up in the search when they describe their pain in their own words.

What they got

Getting booked without a phone call

Patients pick their own slot from the clinic's real diary, on the website, at any hour. What they book is what appears in the practice software, so there is no double booking and nothing to type up afterwards.
A booking button on every single page, so nobody has to hunt for it.
An enquiry form for the people who are not ready to book yet. Name, date of birth, phone, email and their question, delivered straight to the clinic inbox.
The form costs nothing per enquiry and has no monthly charge, so a busy month never produces a bigger bill.
A written cancellation policy on its own page, so late cancellations are a rule the patient already agreed to rather than an awkward conversation.

Being found by people describing their pain

A page for each of the eight problems the clinic most wants to treat: back pain, neck pain, sciatica, shoulder pain, plantar fasciitis, tendinopathy, osteoarthritis and meniscal tears. Each names Uckfield, because that is how people search.
A page for each of the six services, including shockwave therapy, neurological rehab, and pre and post-surgical rehab, so the specialisms are findable rather than buried in a list.
A library of 39 articles answering the questions patients actually type: do I need a scan, do I need a referral, how long will this take, why does my knee hurt going downstairs.
Every article written and checked by the practising clinician. Health content is held to Google's strictest standard, and it can tell the difference between a clinician and a copywriter.
New articles can be added at any time. Each one is another way for somebody to arrive who had never heard of the clinic.

Looking like somewhere you would trust with your body

The insurers the clinic works with shown by name, so a patient with cover knows before they enquire.
A complaints pathway and a privacy notice, both written in plain English and reachable from every page.
A light and dark mode that follows the patient's own phone setting, so the site is comfortable to read at night.
Pages that appear immediately on a phone on mobile data, because somebody in pain does not wait for a website.

Owning it outright

The domain, the website and the diary are all in the clinic's name. Nobody else can hold them hostage or charge to change a phone number.
The site itself has no monthly platform fee, no subscription and no plugins that break at 2am.
A cookie banner that genuinely blocks tracking until the patient agrees, which is what UK privacy law requires and what most clinic sites only pretend to do.
Clear reporting on which pages bring in patients, so the next article is chosen with evidence rather than a guess.

How we went about it

Start with the diary

Before touching the design, we looked at how a patient actually becomes an appointment. The bottleneck was the phone, so online booking came first and everything else was built around it.

One page per problem

We mapped what the clinic treats against what people type into Google, then gave each of those its own page. A single page called Services cannot rank for eight different conditions.

Write it properly, or not at all

Every article is written by the clinician who treats the condition. It takes longer and it is the only version that holds up, both to Google and to a patient deciding who to trust.

Hand over the keys

Domain, hosting, diary and analytics all sit in the clinic's own accounts. We work as a user on them, never the owner.

What we would tell you before you start

The change that mattered most was the least glamorous. Once patients could book themselves in, the calls that used to be missed during treatment stopped costing appointments, and that happened in the first week rather than after six months of search work.

The condition pages take longer. Search results move slowly, and a page written in January may be doing its best work in June. That is normal, and any agency promising otherwise is either buying ads or guessing.

A website patients can book themselves into, at 11pm on a Sunday