HEALTHCARE · 2025 - ONGOING
Down South Physio
A clinic that had outgrown its own website. The fix was clarity, not decoration.
A trusted South-West clinic that had grown into a full team of specialists, while the website was still telling a much smaller story. This is the rebuild that brought the two back into line, and the pathway that helps every patient land with the right physio.
ENGAGEMENT
Strategy + Rebuild + Ongoing
PLATFORM
Squarespace 7.1
ROLE
Strategy · Design · Build · SEO
TIMELINE
2025 · Ongoing
SECTOR
Allied Health
01 Background
Down South Physio has spent years as the clinic the Dunsborough and Yallingup community turns to, trusted for hands-on care and a genuine local connection.
Sports rehab, women's health, post-operative recovery, complex musculoskeletal work, paediatrics. What started as a general physiotherapy practice had grown into a full team of specialists, each bringing real depth to a different kind of patient and a different stage of recovery.
But the website hadn't kept pace with the clinic. It gave little sense of how much the team could now offer, or which physio suited which need. Patients arrived already knowing the name and the reputation, then had to work the rest out for themselves. And with that reputation built largely around founder Trev Lawrence-Brown, much of the demand still pointed his way, even as the team around him grew more than capable of carrying it.
02 Our Approach
Once the positioning was clear, the build almost wrote itself.
Three decisions did the most to define what got built.
01
Positioning
Position the whole team, not just the founder.
The clinic's reputation had grown largely around its founder, but the wider team now carried real specialist depth across sports rehab, women's health, post-operative care and complex musculoskeletal work. Each physio was given clear, specific positioning on the site, so patients could choose with confidence and demand could spread well beyond a single name.
02
Experience
Don't just list the services. Guide the choice.
With this many specialties, a flat list of services would have left patients guessing. The site was built around the question patients actually arrive with, what do I need and who should I see. A guided quiz now points each person to the physio best suited to their injury, goals and stage of recovery.
03
Voice
Expert enough to trust. Warm enough to book.
Patients often arrive in pain, anxious, or unsure where to start, and areas like pelvic health call for genuine sensitivity. The writing had to carry real clinical authority while staying plain and reassuring, never slipping into jargon or the marketing tone that has no place in a clinical setting.
03 How We Delivered It
Built on Squarespace. A guided path from first click to the right physio.
At a glance
Custom Squarespace rebuild, around 20 pages.
Service architecture across sports rehab, women's health, musculoskeletal, post-operative and paediatric care.
Physio-matching quiz.
Booking integrated with PracSuite.
Instagram feed and team profiles.
The new site was built on Squarespace, rebuilt from the ground up rather than patched over the old one. The full service range was restructured into a clear online architecture, sports rehab, women's health, musculoskeletal, post-operative and paediatric care, each with room to explain what it involves and who it suits. A physio-matching quiz guides patients through a few simple questions to the right practitioner, with booking integrated through PracSuite so the path from quiz to appointment stays seamless.
Local SEO was implemented across the site, and everything was set up for the team to maintain in-house, with training so everyday updates don't depend on outside help. Review ran through a single Loom walkthrough and one feedback workflow rather than long email chains, keeping notes specific and easy to action. The site went live in 2026.
BEFORE · 2025
AFTER · 2026
From a services list to a guided pathway. The old site showed what the clinic did. The rebuild shows who does it, and walks every patient to the right physio before they've even booked.
What it produced
The site is already doing what the strategy asked of it.
From the positioning work
The whole team is now visible, and bookable.
Every physio has a profile, a named specialty and their own booking pathway. The clinic's full depth is on the page for the first time, not just one name.
From the experience work
Patients are matched before they book.
The four-step quiz walks each patient from "I need a physio" to the right physio for their condition, doing the front desk's triage before the phone rings.
From the SEO work
The services are searchable, not just the name.
The site now appears in searches for the clinic's specialties, including pelvic health, post-op rehab and paediatric physio. Terms the old site never carried.
Looking for a more considered approach to your website? If you value clear thinking, thoughtful design, and a site that reflects the professionalism of your business, you should get in touch.
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