Website Copy Audit & Homepage Rewrite
A prioritised copy audit of a physiotherapy clinic's website, followed by a rewritten homepage hero, services intro and booking section.
The brief
Northgate is a three-practitioner physio clinic. Its website was built by a friend, looked professional and got steady local search traffic, but most new patients still phoned to ask questions the site should have answered: do you treat my problem, how much is it, can I book online?
The approach
I read the site as three different visitors would: someone in pain searching on their phone, someone comparing clinics, and someone referred by a GP. Every finding is tied to a question one of those visitors couldn't answer, ranked by how many bookings it is likely to cost, and paired with a specific fix.
Delivered
- Audit of homepage, services, about and booking pages
- Eight prioritised findings with fixes
- Rewritten homepage hero and services intro
- Rewritten booking section and CTA microcopy
The work
Read the full sample
3 min read
Northgate Physiotherapy is a fictional clinic created for this sample. The audit follows the same format and depth as paid website copy audits.
Part 1: Audit findings
Findings are ranked by likely impact on bookings. High means a visitor is probably leaving because of it.
| # | Finding | Why it matters | Fix |
|---|---|---|---|
| 1 | High. The homepage headline is "Welcome to Northgate Physiotherapy". | It uses the most valuable space on the site to say the name, which is already in the logo. | Replace with who you help and the outcome (see rewrite below). |
| 2 | High. Prices only appear on the FAQ page, fourth question down. | Price is one of the first things a self-paying patient looks for. If they can't find it, they phone, or leave. | Show "Initial assessment from £65" in the hero and on every service page. |
| 3 | High. "Book now" goes to a contact form, not a booking calendar. | Visitors expect to pick a time. A form feels like waiting. | Link directly to the online booking system; keep the form as "Have a question first?" |
| 4 | Medium. The services page lists techniques ("manual therapy, dry needling, IASTM") rather than problems. | Patients search for their problem ("lower back pain"), not the treatment. | Lead with conditions: back and neck pain, sports injuries, post-surgery rehab. Mention techniques inside each. |
| 5 | Medium. There's no answer to "how soon can I be seen?" | For someone in pain, speed is often the deciding factor. | Add "Appointments usually available within 48 hours" (if true) near every CTA. |
| 6 | Medium. Practitioner bios are on a separate page, with no photos. | Patients are choosing a person to trust with their body. | Add photos and a one-line specialism to the homepage. |
| 7 | Low. Reviews are embedded at the very bottom as a widget. | Proof is most persuasive right next to the claim it supports. | Pull two short reviews into the hero and services sections. |
| 8 | Low. Footer says "© 2019". | Small, but it makes visitors wonder whether the clinic is still open. | Update the year automatically. |
Part 2: Homepage rewrite
Hero
Before
Welcome to Northgate Physiotherapy Established in 2014, Northgate Physiotherapy provides a comprehensive range of evidence-based physiotherapy services using the latest techniques. Our experienced team is dedicated to helping you achieve your goals. [Contact us]
After
Back to moving without thinking about it.
Physiotherapy for back and neck pain, sports injuries and recovery after surgery, in Northgate. Chartered physiotherapists, same-week appointments, and a clear plan from your first visit.
[Book an assessment · from £65] Have a question first? Call 01234 567890
★★★★★ "Two sessions in and I could sleep through the night again." Priya S., Google review
Why it works: The headline is the outcome patients actually want. The subhead covers the three things a person in pain scans for: do they treat my problem, are they qualified, how soon. Price in the button answers finding #2 without a separate pricing section.
Services intro
Before
Our Services. We offer manual therapy, dry needling, IASTM, exercise prescription, sports massage and more.
After
What we treat
Back & neck pain. From a stiff neck after a long week at a desk to recurring lower-back pain that's been around for years.
Sports & running injuries. Knee, ankle, hamstring and shoulder problems, with a plan to get you back to training safely, not just out of pain.
Recovery after surgery. Structured rehab after knee, hip or shoulder operations, coordinated with your surgeon's protocol.
Not sure if we can help? [Ask us before you book]. A physio will reply, not a receptionist.
Why it works: Organised by what patients search for and say, not by clinical technique. The last line catches uncertain visitors who would otherwise phone or leave.
Booking section
Your first appointment
60 minutes · from £65. We assess the problem, explain what's going on in plain English, start treatment the same day, and give you a written plan with realistic timescales.
Most patients need 3 to 6 sessions. We'll tell you at the first visit if we think it'll be more or fewer, or if you need something other than physio.
[See available times]
Why it works: It tells a nervous first-time patient exactly what will happen and how long the whole thing might take, which is the question behind "how much will this cost me in total?"
Why it works
The audit doesn't say "improve clarity". Every finding names the visitor, the question they can't answer and the exact fix. The rewritten homepage puts the three things a patient in pain wants (what you treat, how soon, how much) above the fold, and moves the clinic's history down the page where comparison shoppers will still find it.
More work
SaaS Landing Page Copy Refresh
A full demo-request landing page for a month-end close tool, rewritten from a feature list into a page a finance controller can understand in ten seconds.
Ecommerce Welcome & Abandoned Cart Flows
A three-email welcome flow and a two-email abandoned cart flow for a small-batch candle brand: subject lines, preview text, body copy and timing.
Dissertation Chapter Edit (Tracked Changes)
Three passages from a master's dissertation literature review, shown with tracked changes and the margin comments the student would receive.
Want something like this for your business?
Send a short brief. You’ll get a reply from me, not an account manager, with a recommended scope, a fixed quote and a delivery date.
Umair ZararFounder, KhanCopyX