Case study · Website + conversion audit · €395 · four days
Stillwater
A physiotherapy clinic with a good reputation, warm photography and a booking path that quietly loses people at eleven at night.
Case study · Website + conversion audit · €395 · four days
A physiotherapy clinic with a good reputation, warm photography and a booking path that quietly loses people at eleven at night.
Someone with a sore knee at eleven at night has already decided they need help. By the time they reach the site they are most of the way to booking. The site's only job is not to lose them.
Right now it asks them to phone during opening hours, fill a nine-field form, or guess what a first visit involves. Each is a small gate, and worried people don't climb gates.
None of this is a design failing, and the audit says so on page two. The photography is warm, the tone is right, the reviews are genuinely good. The gap is entirely in the last few steps — the distance between a person who wants to book and a person who has booked.
Ranking is the product. Twelve things anyone could list; the value is in knowing which two to do this week, without me.
Two pages rewritten, ready to paste. Not notes about tone — the actual words, with the old ones beside them so the argument makes itself.
Welcome to Stillwater Physiotherapy
We provide a wide range of physiotherapy and rehabilitation services to help you feel your best. Our experienced team is dedicated to your care. Contact us today to learn more about how we can help.
Talks about the clinic, not the visitor. The only action is "contact us", which asks the person to do the work.
Sore knee, bad back, or an injury that won't settle?
We'll usually see you this week. Chartered physiotherapists in the centre of Kilkenny — no GP referral needed. Book in under a minute, any hour.
Names the problem in the visitor's words, removes the referral worry, and offers one clear tap — day or night.
Appointment request
Please complete all fields below, including your referral details, full medical history, insurance provider and policy number. A member of our team will respond within 2 working days.
Nine fields and a two-day wait, before anything is confirmed.
Book in three taps
Just your name, your number, and when suits you. We'll text back to confirm today — usually within the hour. Everything else we'll sort at your first visit, in the room.
The history didn't vanish. It moved to where it belongs — a physio genuinely needs it, they just don't need it to hold a slot.
Page two carries figures from my own study of fifty-four Irish clinics, with this practice's answer beside each:
Three of those say "at least" on purpose. Each clinic was recorded against one primary fault, so the true figures are higher than stated — never lower. Saying "at least 46%" is always safe, and getting that right matters more than the bigger number would.
The audit closes by naming what it didn't cover: no patient numbers, no no-show data, no pricing analysis — those need figures only the clinic holds. And where a fix is a build, that's a handoff. The audit tells them what to change, not who should build it.
Then one line, because a ranked list of twelve is still twelve things: if you do only one thing, paste in the rewritten home and booking copy and make the number tap-to-call. An afternoon, free, and it meets people at the exact moment the site currently misses them.
Stillwater Physiotherapy is a fictional clinic, created to show a full website audit. In a live audit every observation links to a dated screenshot, and the rewritten copy is drafted from the clinic's real pages.
Fifteen minutes on the phone, then a fixed price in writing the same week. If the real bottleneck turns out to be something I can't help with, I'll say so on that call — free.