A full WordPress Divi build across six pages, designed and written from the ground up in Jo’s brand colours, drawn directly from her existing logo.
A Hero Section With Presence Jo’s instinct to lead with impact was right. The homepage opens with a full-width hero image, the logo floating in cleanly on arrival, and a primary call to action that goes straight to the point: Book a Home Visit.
Patient-Led Copy Throughout Rather than listing treatments in clinical terms, every page was written around how patients actually describe their own problems. Descriptions like “a nail that has grown back damaged or incomplete” and “heel pain that is worst first thing in the morning” meet the reader exactly where they are. Jo’s instinct, that people are searching for help with their feet rather than searching for a specific professional title, was woven into the copy and the SEO strategy from the beginning.
A Services Structure That Answers the First Question Jo told me that most enquiries start with one question: how much? So the services page answers that question clearly. The standard flat fee is presented upfront. The specialist fungal nail treatment, Jo’s own refined method, is positioned as the distinctive, premium offering it genuinely is. Transparent pricing, with clear notes on where individual assessment is needed, means patients arrive prepared rather than uncertain.
No Booking System, By Design Jo made clear that she would never use an online booking system, because she plans her routes geographically and needs to control the flow of appointments herself. Rather than building something she would never use, we built a contact pathway that suits the way she actually works. WhatsApp is the primary contact method throughout the site, because it is how Jo prefers to communicate and because it allows patients to send photographs for assessment before she visits. A contact form with spam protection handles email enquiries. Two clear, simple contact pathways.
A Story Worth Telling Jo’s about page does what the best about pages always do: it makes the practitioner feel like a real person. Her career has taken her through graphic design and advertising, sales, law, the Police, and community care, before her lightbulb moment in foot health. Her artist’s eye for detail, her patience with anxious patients, her adaptability across home visits, care settings, and offices, all of it is rooted in that lived experience. Combined with her two dogs, Ronnie and Archie, and her love of coastal painting retreats, the page leaves the reader feeling like they already know her a little.
An FAQ Section That Works for SEO Jo raised the question of how patients often search for a chiropodist, not knowing what an FHP is or that Jo cannot legally use that title. Rather than letting that search gap work against her, we turned it into an opportunity. A detailed FAQ section, written in Jo’s own voice, addresses exactly the questions her patients ask most often, including that one. It captures the search traffic and answers it honestly, positioning Jo correctly without misrepresenting her qualifications.
Full Compliance and Credibility Privacy Policy, Terms and Conditions, Cookie Policy, and Cookie consent management are all in place, giving patients complete confidence. Qualification listings and professional memberships are presented prominently, because for a practitioner visiting people in their own homes, trust signals are not a nice-to-have.
