A website that caught up with Jacob’s business.
Within six months, Jacob’s one-page Wix website was out of date. The business had moved on, and the new site needed room to explain the services he offered and the people he helped.
Talk about your websiteThe business had outgrown one page
Jacob runs Vectis Home Physio, visiting people in their own homes across the Isle of Wight. His original site didn’t explain enough of what he does any more. So before designing its replacement, I had to work out what people would need to know before they got in touch.
Most of that research happened in September 2026. I worked from Jacob’s brief, his existing website and social posts, and the reviews he supplied. I also checked local population evidence and looked into the other providers serving the Island. Search results then helped me decide which pages deserved space on the new site.
Start with the people making the enquiry
The Island’s age profile mattered. The council’s demographic summary put the share of residents aged 70 or over at 22.4%, compared with 13.7% across England. Its population comparison used 2024-based Island forecasts and ONS estimates.
That backed up the older-adult focus in Jacob’s brief, including strength and balance work to support everyday independence. It also raised a practical question. Who would actually be reading the website?
Sometimes the person needing physiotherapy. Sometimes a relative arranging help from somewhere else. A care-home manager would have different questions again, and a professional referrer would want a clear account of what Jacob offers.
The reviews gave me useful language around patience and reassurance, along with descriptions of practical assessment at home and support during recovery. I used five provisional audience profiles to explore what different readers might need explained. They helped me plan the content. They couldn’t tell me how often each type of person enquired.
Explain what a home visit makes possible
I looked at providers actually serving the Island, including PhysioCare, Island Rehabilitation Practice, West Wight Physiotherapy and Home Physio Group. Several offered home visits alongside a wider clinic service.
So the thing to explain was the work that happens in someone’s own surroundings. Their furniture and equipment are there. So are the movements they want help with day to day. That gave the copy something better to say than listing home visits as one option among several.
Jacob’s existing “Progress. Prevent. Maintain.” wording already gave the site a familiar organising idea. The research pointed towards respectful language, readable text, clear routes through the pages and authentic photography of care at home.
NICE and NHS guidance set the boundaries. I kept claims about recovery proportionate and described support towards individual goals. The evidence didn’t justify promising to prevent every fall, avoid care-home admission or save a particular amount of money.
Use the search evidence to choose the pages
The SEO research captured on 21 September 2026 covered 40 keyword candidates, alongside local search results and Maps samples. Nineteen returned search estimates. The rest were recorded as unknown.
Vectis Home Physio appeared first in the sampled Island search for “home physiotherapy Isle of Wight”. For the broader “physiotherapy Isle of Wight” it was nowhere in the first 20 results returned. That supported keeping the homepage at its existing address and strengthening how it explains the service.
For the hospital-discharge query, Vectis Home Physio was the fourth organic listing in the sample, or sixth once other result types were counted. A dedicated recovery-after-hospital page could give that search a more specific answer.
Some of the recorded estimates helped me weigh up the topics:
| Query | Estimated UK searches per month |
|---|---|
| physiotherapy Isle of Wight | 210 |
| physiotherapy for elderly at home | 210 |
| home physio for elderly | 50 |
| physiotherapy after knee replacement | 170 |
These are national estimates, even for the phrase containing “Isle of Wight”. They aren’t counts of Island patients. The broad Island “physio” and “physiotherapist” variants also returned 210, but they overlapped, so you can’t add them together.
“Balance exercises for seniors” had a much larger national estimate: 1,900 searches a month. It was less useful for deciding how to attract local treatment enquiries. Clear service pages came first, ahead of a large advice library or a page for every Island town.
Vectis Home Physio didn’t show up in the Newport or Ryde Maps samples. I logged local profile visibility as a separate opportunity, though those samples couldn’t tell me whether a Google Business Profile existed.
All of these search observations describe the research before the build. They’re historical samples. They aren’t current rankings, and they aren’t results achieved by the new website.
A homepage that gives people a starting point
The new homepage says up front that visits happen at home, on the Isle of Wight. It introduces the kinds of help available and gives visitors a way to ask about their own situation.
From there, someone can follow a link to the relevant service, read about Jacob or check the costs. The homepage’s job is to help them pick where to go next.
A page for families arranging care
The relative who makes the first enquiry may live elsewhere. They need to know how they can help with the arrangements, and how the person receiving care stays involved.
The families-and-carers page answers those questions in one place, including how an enquiry works and how updates can be shared with the person’s agreement.
And because it has its own page, it’s easy to find and send on to someone else in the family.
Fees beside an explanation of the visit
The fees page puts the prices next to what the appointments involve. It also covers the first conversation and what happens before a home visit is agreed.
A price on its own doesn’t tell you much. With the context around it, someone knows what they’re asking about before they contact Jacob.
The plan behind the pages
The research shaped the page plan, and Jacob’s later decisions refined it. We included separate pages for care homes and vestibular rehabilitation. Those came from his services and priorities. The search evidence hadn’t shown high local demand for either.
| What someone needs to understand | Where the website answers it |
|---|---|
| What the business does and where it works | Homepage |
| Help with age-related mobility or falls and balance | Separate older-adult and falls-and-balance pages |
| Recovery after hospital or surgery | Separate pages for each type of recovery |
| Help with dizziness and vestibular concerns | Vestibular rehabilitation |
| How to arrange help for a relative | Families and carers |
| Physiotherapy provision for residents | Care homes |
| The cost and what happens at a visit | Fees and home visits |
The table is my summary of each page’s job. People can ask about their own situation through WhatsApp, email or the website form.
Vectis Home Physio is the first client project to use my new research and writing process. There was no first-party traffic or conversion baseline available, so this case study records the decisions and the finished website. I can’t report a measured increase in enquiries yet.
What would your customers need explained?
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