Meridian Physiotherapy Clinic — booking that doesn't lose patients halfway through.

The brief

The old site ranked reasonably for a handful of terms but was slow on mobile, and the booking flow buried 'book an appointment' three clicks deep behind a generic contact page. The brief: fix booking friction and site speed, without losing the search visibility already earned.

Approach

• The booking flow was tested with real users first (UX/UI & Product Design), before any of the redesign work started — the flow, not the visual design, was the actual problem.
• Every old URL got a mapped redirect, since a multi-practitioner clinic had years of indexed practitioner and service pages to protect.
• Performance work targeted mobile specifically, since most patients were booking from their phones between appointments elsewhere.