Sheffield Physiotherapy.

How we turned an outdated website into a revitalized lead-generation tool.

Introduction.

In September 2023, John, the owner of Sheffield Physiotherapy, approached us with a challenge: his website was driving significant traffic but lacked quality enquiries and revenue. Despite previous SEO investments, the strategy focused on search volume rather than targeting local customers who could generate real business value.

The majority of website traffic came from outside Sheffield, with a large portion originating from overseas, delivering a poor return on investment for this local physiotherapy clinic. So, we devised and implemented a comprehensive plan to rebuild the website, pivot the SEO strategy, and ultimately turn the site into a powerful driver of quality leads and revenue.

The challenge.

Sheffield Physiotherapy’s old website was outdated, mobile-unfriendly, and riddled with technical issues. While it attracted traffic, the majority of visitors were outside the clinic’s service area, with a large portion of traffic originating from outside the UK. This mismatch between traffic demographic and business needs resulted in poor conversion rates, ineffective lead generation and a negative return on investment.

Additionally, the website’s design and content failed to reflect the high-quality service offered by Sheffield Physiotherapy, negatively impacting the clinic’s credibility and ability to attract local clients.

The solution.

The primary objective of our work with Sheffield Physiotherapy was to create enough business value to enable the owner, John, to retire. To accomplish this, we developed a strategy focused on building a self-sustaining, solid foundation for long-term growth through both organic and paid channels.

Website redesign.

Modern, Clean Design – We created a sleek, professional website that mirrors the quality and trustworthiness of Sheffield Physiotherapy’s services.
Mobile Optimisation – Ensured a seamless user experience across devices, a critical improvement for driving conversions.
Enhanced User Experience – Focused on creating a solid lead-generation funnel using clear service pathways with landing pages addressing customer pain points directly.

SEO overhaul.

Targeted Local SEO Strategy – Shifted focus from broad, infromational keyword rankings to local service keywords, driving valuble traffic from Sheffield and surrounding areas.
Content Improvement – Leveraged existing informational content, improving its quality and relevance to enhance authority and target competitive terms.
Technical SEO Fixes – Addressed a wide array of backend issues, including URL structures, broken links, and speed optimisations.

Ongoing optimisation.

Lead-Generation Optimisation – Streamlined the enquiry process via Cliniko integrations, allowing direct booking into physiotherapists’ calendars, and cutting out the time needed from receptionists to reduce the overall cost per lead for the clinic.
Regular Content Updates – Continued to create and refine service & landing pages as well as informational content to maintain authority and relevance.
Conversion Tracking – Set-up, monitor and continually optimise the site to ensure sustained improvements in lead quality and volume.

The results!

Organic traffic gains.

Valuable Traffic – Shifted focus to Sheffield and surrounding areas, resulting in a 33.5% increase in valuable, local organic traffic over 2024.
Impressions – Increased by 36%, reaching 1.12M impressions in the last three months of 2024.
Keyword Rankings – Secured top spots for high-value local keywords such as “Sheffield physiotherapy clinic”, “sports injury treatment Sheffield”, “IDD Therapy” and “Slipped disk treatment”.

Enquiry and Lead Improvements.

Enquiries Growth – Significant 75% increase in 2024 of valuable leads through contact forms, direct Cliniko bookings, and phone calls.
Local Value – Increased phone calls, directions and website clicks from Google Business Profile, with optimised landing page and user journeys.
Conversion Rate – Achieved continually improving conversion rates through targeted landing pages and an improved user experience.

Staff expansion & John’s retirement.

The influx of reliable, quality website leads allowed John to hire three new permanent staff members and successfully step back from daily operations by August 2024.

The website.

A word from the client.

“I have been working with Toby from Blank Slate Digital for a while now. He has created a new really professional looking and high converting website for my physiotherapy business. He has been great in staying in contact and getting things done on time.

He is now focusing his efforts on the SEO and the sites ranking is doing really well. We are seeing a significant increase in calls from people looking for physiotherapy treatment. I highly recommend working with Toby it’s made such an impact on the growth of my business.”

– John Wood, Owner, Sheffield Physiotherapy.