Forma Physio
“A concept for a landing page that turns paid clicks into bookings.”
01 — CONCEPT BRIEF
| Project type | Self-initiated concept |
|---|---|
| Client | Fictional — no real clinic |
| Practice | Sports physiotherapy clinic |
| Design goal | A fast page with one clear action |
| Results | None claimed — design exercise only |
02 — THE SCENARIO
Forma Physio is a fictional sports physiotherapy clinic in Brisbane, invented for this concept. The scenario: a clinic running Google Ads for its sports injury service and sending the paid traffic to a slow landing page that does not convert.
The design question: what does a fast, focused landing page look like for someone in pain who wants to be seen quickly, and what should be fixed first so ad spend is not wasted?
03 — WHAT THE CONCEPT COVERS
- Speed audit approach: image compression, lazy loading, caching and CDN
- Single landing page for a "Sports Injury" campaign
- Booking form kept to a 3-field minimum to reduce friction
- Trust section layout: credentials, reviews, before/after
- Mobile-first layout, since paid traffic is mostly on phones
04 — THE APPROACH
The concept puts speed first. A slow page wastes ad spend before design can do anything, so the speed fix comes ahead of the layout.
Then the landing page itself: one page, one goal (book an initial assessment), structured around the three things a patient in pain cares about: pain relief, a qualified practitioner, and no long wait. The booking form is cut to three fields.
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?
This is a self-initiated concept project, not a client engagement, and no results are claimed. Want the real thing? Strategy-led builds, one developer, end-to-end.