Missing from AI answers
Assistants recommend clinics whose websites state treatments, prices and opening hours plainly. Many independent sites keep them in PDFs or behind “call us”.
Case study · Brand and website · Healthcare
Kestrelmoor Physiotherapy
Brand and website for an independent physio clinic, built to turn “best physio near me” questions from Google and AI assistants into bookings.
- Client
- Kestrelmoor Physiotherapy
- Sector
- Healthcare · physiotherapy
- Location
- Bristol, UK
- Year
- 2026
- Services
- Brand identity, Website Design, AI SEO
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Overview.
Kestrelmoor Physiotherapy is an independent clinic in Clifton, Bristol. We designed its brand and website around one goal, booked appointments, now that patients start by asking Google or an AI assistant who to see.
The challenge.
Independent clinics compete with national chains and directories for the same searches, and increasingly for the same AI answers. A patient in pain wants three answers fast: are you any good, what will it cost, and can I be seen this week. Most clinic websites answer none of them on the first screen.
Booking friction
People in pain don’t wait for a callback. If booking takes more than a minute, they book somewhere else.
Looking like everyone else
Blue-and-white logos and stock photos of spines make every clinic look the same, which leaves price as the only difference.
Our approach.
Foundation first, in this order, so each step makes the next one work harder.
Position
One clear promise for one audience: active people in Bristol who want to be seen this week, with no referral.
Identity
A warm, confident brand that looks nothing like a hospital: a kestrel mark, forest and terracotta, a characterful serif.
Answer-first website
Every page opens with the answer an assistant would give: who, what, where, how fast and how much.
Booking in three taps
Treatment, day, time. Missed calls get a booking link by text within a minute.
Structured for AI
The clinic, its treatments, prices, hours and reviews marked up so Google and AI assistants can read and quote them.
What we built.
01
Identity
A kestrel in flight drawn from three strokes, set beside a modern serif wordmark. Forest green carries trust; terracotta marks every action, so “Book” is always the warmest thing on the screen.
KestrelmoorPhysiotherapy
KestrelmoorPhysiotherapy
- Forest#21443A
- Terracotta#B4532F
- Sage#86A893
- Linen#EEE7DA
- Paper#F6F2EA
- Ink#1E2A24
AaFrauncesHeadlines and prices
AaManropeBody, buttons and booking
02
Answer-first home page
The first screen answers the three questions patients ask: what the clinic treats, that there’s no referral needed, and the next free appointments, live from the diary.
- Same-week availability shown above the fold
- Proof in one line: registration, insurance, late appointments
- One action, repeated: book an assessment
03
Conditions in patients’ words
Nobody searches for “musculoskeletal assessment”. Each condition is named the way patients describe it, so the page matches the question they type or ask.
04
Every price on the page
No PDFs and no “call for prices”. Assistants quote clinics that show their prices; most clinics don’t.
05
Booking in three taps
Choose a treatment, a day and a time. Taken slots are struck through, so nobody picks a time that isn’t free.
06
Built for phones first
Most patients find a physio on their phone, often while it hurts. Every page was designed at phone size first, with the booking button always in reach.
07
Structured data for AI
Behind the pages, the clinic is described in the vocabulary search engines and AI assistants read: what it is, where it is, what it costs and when it’s open.
{
"@context": "https://schema.org",
"@type": ["MedicalClinic", "LocalBusiness"],
"name": "Kestrelmoor Physiotherapy",
"medicalSpecialty": "Physiotherapy",
"areaServed": "Bristol",
"openingHoursSpecification": [ … ],
"makesOffer": [{
"@type": "Offer",
"name": "Initial assessment",
"price": "65", "priceCurrency": "GBP"
}, … ]
}What we track next.
Results we’ll add to this page as they come in, each against the baseline from launch.
- New-patient bookings, traced to the search, map listing or AI assistant that sent them
- How many of 24 tracked patient questions an AI assistant answers with the clinic’s name
- Booking-page conversion, and how many bookings start from a phone
- Time from first enquiry to booked appointment, including missed calls
- Calls and direction requests from the Google Business Profile
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