Case study: one clear booking page for a physio clinic
This case study is about a booking page. Our client is a small physiotherapy clinic with two treatment rooms and a front desk shared with a dentist. They asked us for more weekday bookings from new patients. The clinic is real, and they asked us not to name it.
The brief #
The clinic's one-page brief named the goal in a sentence: more new patients on weekday mornings, when the rooms were often free. It listed what they had: a website, a map listing and a booking system bought from a supplier.
What we found #
New patients could not find where to book. The booking link sat three menus deep, under "Patients", then "Information", then "Appointments". The map listing linked to the home page. Callers rang to ask how to book, which tied up the front desk.
The booking page we built #
- One booking page. We wrote one page that says what a first visit involves, how long it takes and what to bring, with the booking form on the same page.
- Every route leads there. The menu, the map listing and every service page link to it.
- Weekday mornings first. The page shows the next free morning slots at the top.
We followed the same steps as our guide on writing a landing page for a local service, for a clinic with a single site.
What changed #
The front desk tells us they explain the booking process far less often, and patients arrive knowing what to bring. The clinic now asks every patient for a review at the end of their last session.
For the wider idea of a single clear next step, see the entry on calls to action at Wikipedia.
About the author
Founder and strategy lead at Kestrel & Lime
Experience Planned marketing for local businesses for twelve years, first in-house at a dental group and then at her own agency
Hannah founded Kestrel & Lime to give small local firms the kind of planning that big chains pay for. She runs every first call with a new client, writes their plan, and writes here about briefs, budgets and choosing what to do first.
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