Earlier this year, we had the privilege to work with pelvic PT owner, Stefanie of Full Circle Birth & Pelvic Health. Stefanie partnered with our team to complete a professional branding, WordPress website and copywriting to enhance the online strategy of her practice. At the end of the project, she left with all of the tools to begin targeting her ideal client organically. In this blogpost, we’ll review this project and how our team contributed to the overall end result of a beautifully launched pelvic PT website!
Understanding the needs of an online pelvic PT practice
By working with many different clinicians in the past 5 years, as a team we have been able to understand what our clients need to make a very strong, performative website. Some of those elements include:
- Branding
- Messaging
- Strong website design
- SEO strategy
We understand that not all business owners can afford all of these services at once, which is why we crafted our VIP Website Full service. However, when investment isn’t an obstacle, all of these items will ensure you get the maximum return on your investment.
To better understand the needs of an online pelvic PT practice, we first took a deep-dive into the ideal client of Full Circle. This is often done by completion of our intake questionnaire and reviewal of notes with our copywriter, Diana on a kickoff call. By understanding your ideal client, we can tackle them strategically in ways that might otherwise be missed.
We uncovered that the ideal client for Full Circle Pelvic PT was:
- Women going through conception, fertility, pregnancy, labor, delivery & postpartum
In common, each of these women are either seeking support from a pelvic pt OR a birthing doula – both of which our client Stefanie is.
Project strategy and overview for Full Circle Birth
By knowing the specifics of Stefanie’s ideal clientele, we were able to craft a very specific project strategy for rebranding and redesigning Full Circle Birth & Pelvic PT. We first began with project goals:
- Rebrand the business to match the level of expertise and knowledge Stefanie provides
- Move website away from Wix to gain better ownership standards
- Redesign website to make services easier to understand
- Utilize an SEO strategy to target individuals by service and location
Each of these project goals were determined after Stefanie hopped on a discovery call to chat through the options we had for her at the studio. After the call, Stefanie received a customized proposal to ensure the goals she had could tangibly be met.
Pelvic PT brand visuals
As always, we start with our intake questionnaire to give us a better insight into our clients ideal audience. This leads us into the next phase, which is branding.
Brand visuals serves as the initial impression upon your clients – it’s a combination of visual and emotional attraction. Even though you might not believe it, you are subconsciously being targeted via color psychology anytime you open the Instagram app or internet to browse items for shopping. Think about it: more neutralized brands evoke feelings of calm and matureness whereas bright and bold brands bring a sense of energy and youthfulness. There’s a reason for that!
Color palette for Full Circle Pelvic PT
For this pelvic PT brand, we wanted to make the visuals light and neutral but with an edgy-vibe. Think about how intense the labor process can be. We wanted to emulate this visually with strength instead of fear. With that in mind, we chose a color palette that was quite simple with a touch of added “surprise” with neon yellow.
Edgy logo variations for a pelvic pt
When you think of an edgy logo design, you might think of a serif font immediately. So did we. Our Creative Director AK took the lead on this project and went with a very thin serif font used in italics and normal styling and we felt it fit the vibe perfectly.
When paired with black and white imagery, these logo variations felt elevated, simplified and empowering – all moods that Stefanie wants to come up when working with her.
For the main icon, Stefanie had visions of abstractly targeting the visuals of a birth canal and different stages of dilation. This inspiration was the forefront for what we ended up with as the main identifier for Full Circle.
How we plan for strategic copywriting to help this pelvic PT
Simultaneously as we design brand visuals, our client Stefanie was working with our in-house copywriter Diana to craft strategic copywriting for her online pelvic pt business.
The main strategies that they focused on were localized keywords and service-specialty keywords. Let’s dive into the two.
Localized keywords for naperville pelvic pt
Stefanie is currently located in Naperville, IL. After some discussion, it was determined that bringing in more clientele that are only localized would be beneficial. Diana found some keywords that were being searched and actually gaining traction in her area, so we decided to optimize for those words.
You may find words such as “pelvic floor physical therapy in naperville” or “naperville, il pelvic floor pt”. Both of these are sample items of the localized keywords we used to target her SEO strategy to those audiences.
Specialized PT services for SEO keywords
The other area we optimized Stefanie’s online pelvic pt website for was in her area of specialty. Outside of pelvic floor services, Stefanie also focuses specifically on diastisis recti and fertility treatment.
When a clinician has multiple focal points as such, we like to create landing pages that are completely optimized for this specialty. For example, we optimized for “naperville fertility treatment” so that we could specifically target that smaller subset of individuals. This allows Stefanie to accept clientele that come to her looking for a specialized service. It’s a win win!
WordPress website design for a doula
As you may already know, we love WordPress for clinician websites. We have found that clinicians thrive on the ability for growth via plugins and the opportunity for organic search potential. With that in mind, we moved Stefanie away from Wix onto WordPress almost immedately.
This WordPress website design was inspired by a simplistic focus with movement to captivate the eye. Because of this, we decided to keep color usage at a minimum (like only using her neon green as an accent) to avoid distraction of the eye.
My personal, most favorite part of this website is the desktop navigation menu. This features a transitional slide in with image and menu. This creates a unique experience to keep users engaged and interested to continue browsing the website.
Conclusion
To conclude this pelvic PT project, we finished off with collateral marketing items for Stefanie’s online practice. She booked us for:
- IG Feed Templates: Our team designs up to 4 Canva templates with your new branding (fonts, colors and imagery) for you to be able to swap content to easily create for your social media.
- IG Highlight Covers: Those little circles on your Instagram profile matter, too! Our team will design up to 6 different covers for you to use with topics of your choice.
- Business Card: Business cards are not out of style! Our team will design a business card template in Canva utilizing your new branded items. Take this design, alter it as you’d like and send it off to your local printing company.
- Email Signature: Our personal favorite collateral item to design. Our team will create a graphic in Canva that you can upload into Gmail (or other email platform) so you don’t have to sign your emails any longer!
All in all, we loved this project and were so blessed to serve Stefanie with her newly relaunched online private practice. If you find yourself in the same scenario as Stefanie and need a refresh, apply to work with our team!
