Note: This is a fictional project designed to push my boundaries and showcase new skills.
Challenge
Physical Leads creates conversion-focused websites for physiotherapy practices across the Netherlands. Their existing template was functional but outdated, and it no longer reflected the level of quality and clarity expected by modern practices or their patients.
The challenge was to design a new, scalable website template that Physical Leads could offer to new clients. It needed to combine a professional and trustworthy look with clear communication and a strong focus on conversion, ensuring that practices could attract and convert more patients through their online presence.
The Solution
I developed a new website template that removes uncertainty by using approachable copy, personal photography, and transparent communication about treatments and reimbursements. The design reflects the identity of the practice through a tailored color system and flexible branding elements, while also being scalable and efficient to maintain.
By structuring layouts that adapt easily and ensuring content is simple to update, the solution provided not just a modern aesthetic, but also a practical and future-proof tool for the practice.
Research
Market Analysis
I analyzed the physiotherapy sector, where thousands of practices compete for attention. Many existing websites contained useful information but lacked modern design, clear structure, and conversion focus — leaving room to stand out with a stronger digital presence.
Audience Research
Through a back-and-forth collaboration with the marketers of Physical Leads, I mapped out patient motivations and challenges, which I then extended into a clear persona. People want to recover quickly, be treated by experienced professionals, and feel reassured about quality and transparency. At the same time, doubts about effectiveness and the need for easy online booking shaped the design direction.
Design Principles
The research revealed three core principles that shaped the new design. First, trust had to be earned immediately through authentic photography, personal storytelling, and transparent communication. Second, the user experience needed to feel effortless, with clear navigation, direct access to treatments and pricing, and a frictionless booking flow. Finally, every design choice had to drive conversion, from persuasive calls-to-action to strategically placed testimonials that reassured visitors and inspired them to book an appointment.
Strategy
Build Trust
Physiotherapy is about expertise and personal care. The website had to give visitors the feeling they were in good hands from the first second.
Ensure Usability
Clear navigation, easy access to treatments and pricing, and a smooth online booking flow were crucial.
Drive Conversion
The design needed to actively guide visitors toward booking — through strong call-to-actions, authentic reviews, and transparent information.
Digital Design
The design was built around the needs and doubts uncovered in the personas. Every page guides visitors from question to reassurance, from recognizing a problem, to exploring treatments, to confidently booking an appointment. The homepage introduces trust and clarity, the treatment pages provide expertise and transparency, and the contact flow makes taking the next step effortless.
By aligning the structure with the key user journeys, the website turns uncertainty into confidence. The result is a digital experience that feels personal, logical, and reassuring, helping users find the right treatment and confirming that Fysiotherapie Vlambloem is the right partner for their recovery.
Thanks for reading :)
