Cutting a physio clinic's cost per booking in half
Search traffic for a specific injury was landing on a general clinic homepage. We built the page it should have been landing on.
- Client
- Foothills Physiotherapy
- Sector
- Healthcare
- Service
- Landing Page
Foothills Physiotherapy
01 · Overview
Foothills was spending steadily on Google Search ads for running injuries, back pain and post-surgical rehabilitation. All three campaigns pointed at the clinic homepage, which opened with a photograph of the reception desk and a paragraph about the clinic's history.
Someone searching for help with a knee at eleven at night does not want a clinic history. They want to know whether they can be seen this week and what it costs.
02 · Goals
- 01Match the page to the injury the person actually searched for
- 02Get the booking action visible without scrolling on a phone
- 03Answer the cost and direct-billing question before it is asked
- 04Track bookings properly so spend decisions stop being guesswork
03 · What we did
- 01
Built three pages, not one
Running injuries, back and neck pain, and post-surgical rehabilitation each got their own page. Shared structure, distinct headline, distinct proof, distinct practitioner.
- 02
Put availability in the first screen
The page opens with the next available appointment window and a booking button. Everything else, including the clinic story, sits below that.
- 03
Answered cost and billing immediately
Direct billing to major insurers was buried three clicks deep on the old site. It is now the second thing on the page, because it is the second thing people ask at the front desk.
- 04
Fixed the tracking before judging the ads
Conversion tracking had been firing on page views rather than completed bookings, so the reported numbers had never been real. We rebuilt it end to end before changing any campaign settings.
04 · Deliverables
- Three injury-specific landing pages sharing one design system
- Booking flow integrated with the clinic's existing scheduling software
- Direct-billing and pricing section written with the clinic director
- Rebuilt conversion tracking verified against clinic booking records
- Headline and call-to-action A/B test run across six weeks
- Monthly performance summary for the first quarter after launch
05 · Results
The clinic did not increase its ad budget. The same monthly spend now produces roughly twice the bookings, and for the first time the reported conversion numbers match what the front desk sees in the schedule.
- Cost per booking
- -54%
- From $71 to $33 across the three campaigns over four months.
- Page conversion rate
- 9.2%
- Against 2.1% when the same traffic reached the clinic homepage.
- Bookings in Q3
- +126
- Additional appointments compared with the same quarter in 2024.
- Median time to book
- 22s
- From page load to completed booking on mobile.
“The tracking had been wrong for two years. Nobody had ever checked. They found it in the first week and told us straight.”
Clinic Director, Foothills Physiotherapy
We will walk you through this project in full, including the parts that did not work first time.
Book a session and we will take you through the Foothills Physiotherapy build properly: the decisions, the trade-offs and what we would do differently. Then we will tell you honestly whether the same approach fits your business.
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Every one of these began with one honest conversation.
Tell us what is happening in your business right now. We will tell you whether we can help, what it would cost and how long it would take, in writing, before you commit to anything.
- Emailhello@harwoodmedia.ca
- Phone(403) 555-0182
- Response timeEvery enquiry answered by the next business day.
