RB Writing

Christchurch Foot Clinic - New Website Copy

lodie Stewart, owner, standing outside Christchurch Foot Clinic, with Ivan Bristow

 

‘Most importantly, not only is more business coming through the website, it is also helping to provide the right type of customer.’

A website can do so much more for your business than just represent it online or reach more people. It can also help you create the business you want.

Elodie Stewart, owner and found of the Christchurch Foot Clinic, came to RB Writing when she realised her one-page, homemade website no longer represented the business she had – or wanted to grow. 

What was the problem with the existing website?

Elodie created her website herself when she opened her practice in 2021. She knew she needed an online presence, but didn’t see the need, or have the budget for, anything more than a one-page site. She wrote the copy herself and included contact details for people to call and make appointments.

As her business grew, Elodie decided to take on a podiatrist, Ivan, one day a week. She intended to free up time to work on the business, rather than in it. He pointed out that her website was not showing her practice in the best light or bringing in new clients.

Ivan suggested the Christchurch Foot Clinic needed a website upgrade and professional copy, having recently worked with Rachel and benefited from professional copy in his own business.

How we approached and solved the problem

At the same time as employing a part-time podiatrist, Elodie expanded her services. When Ivan introduced Elodie to Rachel, they had a long discussion about the changes Elodie was making in her business and how she wanted to be perceived.

It quickly became clear Elodie wanted to ensure Christchurch Foot Clinic’s online presence showcased the practice as highly professional and family focused.

Elodie particularly wanted the Christchurch Foot Clinic to serve the whole community. She wanted to appeal to families and break the perception that podiatrists just treat old people. She wanted the website copy to get across how professional, capable, friendly, and approachable her practice is. 

Given the brief, Rachel was also able to recommend a graphic designer and website designer, both of whom she had worked with before.

‘Rachel was thorough and importantly took the time to get to know the business and understand what message I wanted to convey. It was important to hit the right tone.’

Elodie decided on separate pages for home, about, services, frequently asked questions, and contact, as well as a meet-the-team page and blog. The copy needed to target her ideal customers, give the necessary information in an engaging way, and be search-engine optimised.

‘The website writing didn’t involve a lot of input from me. I just spoke to Rachel, and she researched and wrote it. It was spot on. Very little needed changing, so we only made minimal changes to the first draft.’

The expected - and unexpected - benefits of new website copy

‘The new website copy has made a massive difference. Now a lot of people contact us directly through the website. The content helps to break the perception that podiatrists just treat old people. We’ve seen a difference in the new patients coming through the door and the age range has broadened from just the elderly.’

Elodie invested in professional content, design, and graphics. Each of these on their own will make a difference, but together they are particularly powerful. 

And, as the three were able to work together, the burden on the client – Elodie – was also lower. Any design/copy issues could be swiftly resolved and practical solutions presented for approval. This avoids miscommunication, unnecessary back and forth, and delays.

‘It was very easy: you certainly did a fantastic job, and I was very happy.’

The only “downside” Elodie has seen from her new website copy is the increase in new patients. This success has meant her part-time podiatrist is taking on additional, rather than existing, business – so she is still working five days a week in her practice…

If you know you need new website copy, why not get in touch? And if you’re not sure your website copy is showing your business in the best light – or is just not working properly for you – you might benefit from an SEO website content audit