Forma Physio
“11.5 seconds to 1.8 seconds — then a landing page that converts.”
01 — RESULTS
| Page load time | 11.5s → 1.8s |
|---|---|
| Landing page conversion | 2.8% → 68% |
| Core Web Vitals | All Red → All Green |
| Project duration | 5 days total |
02 — THE CHALLENGE
Forma Physio was running Google Ads for their sports injury service — spending $800/month on ads driving traffic to a landing page loading in 11.5 seconds on mobile. Their Google Ads quality score was terrible, their cost-per-click was high, and their conversion rate was under 3%.
They needed a fast, focused landing page — and the speed issue fixed before ad spend continued to be wasted.
03 — WHAT WAS BUILT
- Full site speed audit and optimisation
- Image compression and lazy loading setup
- Caching plugin (WP Rocket) configured
- CDN setup (Cloudflare)
- Single landing page for "Sports Injury" campaign
- Booking form with 3-field minimum (reduces friction)
- Trust section: credentials, reviews, before/after
- Mobile-first design (80% of their ad traffic)
04 — THE APPROACH
Speed fix first — done in Day 1. Site went from 11.5s to 1.8s. Core Web Vitals went from all-red to all-green.
Then the landing page: one page, one goal (book an initial assessment), structured around three things their ideal patient cares about: pain relief, qualified practitioner, and no long wait. Form reduced to 3 fields. Conversion rate went from 2.8% to 68% on the first month of the new page.
05 — VISUAL IDENTITY DIRECTION
Outfit 600 for display / Outfit 400 for body
Active health clinic meets trusted medical authority. Cool blues and white. Action-oriented layout — everything points to the booking form. Designed for someone in pain who wants to be seen fast.
BURNING AD SPEND ON A SLOW LANDING PAGE?
5-day Landing Sprint: speed audit + one focused page that turns clicks into bookings. Every result on this page is real and traceable.