- Healthcare
- 2021-2026
Scandinavian Physiotherapy Center
Rebuilt an established clinic website from the ground up — fixing broken infrastructure, restructuring content, and improving discoverability to turn organic search into the clinic's primary patient acquisition channel.
15K
Organic sessions a monthfrom search alone
+67.9%
Key conversion eventsmore patients taking action
3.1K
Active users a monthpeople coming back to the clinic online
My role
Web Design · Frontend Development · Email Marketing
- Tools
- WordPressHTML5/CSS3FigmaAdobe CCGA4
The problem
An established clinic. A site that wasn't keeping up.
By 2025, the clinic's website suffered from critical technical and design debt that affected both users and search visibility.
Addresses Google couldn't read
Legacy routing like ‘/the-team’ compromised organic discoverability.
Treatments with almost nothing to say
Fragmented paragraphs lacked depth for search engines and retention.
A site that took 11 seconds to load
Legacy code caused layout shifts; broken forms dropped patient submissions.
No clear way to book
Visitors had no clear next step toward booking an enquiry.
The work
What I changed.
Structure & Discoverability
Clean URLs
Restructured site routing into clean URLs based on SEO audit.
Editorial treatment pages
Transformed short treatment pages into structured editorial content.
Technical fixes
Fixed blog templates, heading hierarchy, indexing, and broken links.
Brand & Design System
Typography
Introduced Aboreto for headline contrast paired with Inter body layouts.
Colour & texture
Added marble texture and a blue healthcare-focused color system.
Homepage drafts
Built 8 homepage drafts in Figma to refine the final direction.
Performance & Frontend Engineering
Images
Converted legacy images to modern formats with lazy loading.
Asset clean-up
Removed render-blocking assets and unused plugin CSS/JS.
Core Web Vitals
Reduced LCP from 11.1s to 0.6s — CLS dropped to 0.
Conversion & UX Architecture
About page
Rebuilt About page with clinic positioning and CTAs.
FAQ & Deep Dive
Added FAQ filtering / search and Deep Dive case studies page.
Booking entry points
Standardized booking entry points across all key pages.
Custom Email Design & Code
Newsletters
Designed and coded responsive HTML newsletters from scratch.
Client rendering
Ensured rendering consistency across Outlook, Gmail, Apple Mail.
Retention channel
Built email marketing templates as a recurring retention channel.
The results
The site isn’t just being found. It’s converting.
2021 — before
2025 — rebuildDrag to compare 2021 vs the 2025 rebuild.
Before
After
Page load
Before: 11.1s
Page load, now
After: 0.6s
Layout shift
Before: Content jumped while loading
Layout shift, now
After: 0 (fully stable)
URLs
Before: Unstructured, hard to search
URLs, now
After: Clean, treatment-based addresses
Treatment pages
Before: Thin, generic content
Treatment pages, now
After: Full pages for each treatment
Booking
Before: No clear path
Booking, now
After: A booking button on every page
Emails
Before: Generic templates
Emails, now
After: Custom-designed, hand-coded emails
Business Outcomes
+57.1%
Deep Tissue page growth
targeted editorial traffic spike
+162.5%
Paid search growth
organic foundation made paid more effective
Speed
0.6s
LCP: down from 11.1s
0
CLS: no layout shift while loading
Why it worked
The project wasn’t just cosmetic.
- 01
It fixed structural problems that limited both discoverability and conversion — poor URLs, thin content, broken forms, and slow pages.
- 02
The SEO specialist defined the strategy. The frontend implementation made it executable. By translating complex requirements into clear editorial layouts and fast, stable pages, users could move naturally from discovery to booking.
- 03
When fast loading, balanced typography, and persistent conversion paths work together, the path from discovery to enquiry becomes frictionless.