Fictional physiotherapy clinic - process, content, and deliverables
Clear and compelling website content that reflects the business and builds trust - with SEO and conversion in the same delivery.
Content included:
Below is a typical process for website content and landing pages. It can be scaled up or down depending on scope.
| Step | What is done |
|---|---|
| 1. Preparation | We map services, capacity, desired patient types, geographic area, differentiation, and practical info (booking, prices, opening hours). |
| 2. Insight and target audience | Quick industry/competitor check, tone of voice, and decision criteria. We collect typical questions patients have before booking. |
| 3. Structure and SEO foundation | Sitemap, page prioritization, and keyword clusters (e.g., back, neck, sports injury). We define H1/H2 structure, meta titles, and internal links. |
| 4. Content production | We write finished copy for the home page, about us, services, contact, and campaign landing page. |
| 5. Conversion and microcopy | CTAs, booking flow, form text, and "next steps" on all pages. Focus on low friction and high trust. |
| 6. Quality assurance and delivery | Proofreading, consistency, SEO check (title lengths, headings, internal links). |
A professional website that builds trust and makes it easy to book an appointment - with copy that explains, persuades, and guides the user to the right action.
Below are the deliverables as they are typically handed over to the client. In practice, you can choose parts of the package.
| Deliverable | Content |
|---|---|
| Content structure (sitemap) | Suggested pages, prioritization, and navigation (incl. landing page). |
| Messaging platform | Target audiences, core messaging, tone of voice, and differentiating points. |
| SEO plan | Keyword clusters, meta titles/descriptions, and suggestions for FAQ/structured content. |
| Website copy | Home page, About Us, Services (multiple), Prices, Contact/Book, FAQ. |
| Landing page | Campaign page with clear offer, social proof, and booking focus. |
| Microcopy | Button text, form text, confirmations, and small texts that increase conversion. |
| Additional channels (optional) | 3 example posts for social media + ad copy (short format). |
The content can be delivered as a proposed setup and development plan, or we can set up everything as a complete delivery - ready for publishing in your CMS (WordPress, Webflow, Umbraco, Squarespace, etc.).
The purpose is to create trust and reduce uncertainty before booking. The messaging should be professional, concrete, and action-oriented.
Valgfritt tillegg. Hensikt: hente trafikk til landingssiden og bygge tillit over tid.