Branding and web design for a Longford rehab clinic, with a new name that explains its approach

Riona Devlin had spent seven years in the short-appointment model of physiotherapy, which leaves little time for a proper assessment, let alone treatment. She wanted to offer patients something more thorough, but her clinic, Riona Devlin Pain Injury Therapy, looked like many others. Its website had the clinical colours and stock images of most physio sites in Ireland. So patients tended to choose on price, as if every physio offered the same thing, and few could see why a longer assessment that looks for the root cause was worth booking.

A name that explains the approach

A patient comparing clinics on price needs a reason to look twice, so the new name puts the approach up front: getting you functioning properly comes first. Function First Rehab also presents the clinic as a rehabilitation specialist rather than one more physio.

Charcoal and lime instead of clinical blue

Most clinics play it safe with clinical blues, so the rebrand went the opposite way, with dark charcoal and neon lime green. The charcoal feels serious and considered, and the lime brings the energy and movement the clinic is about.

A website that makes the case for a longer appointment

Because patients couldn't see the difference between a quick treatment and a thorough assessment, the website explains it before asking anyone to book. The homepage opens with the clinic's positioning, 'Where movement science meets athletic performance', and three patient profiles help visitors see where they fit: the active professional, the returning athlete and the performance seeker. Patients then book a 90-minute consultation directly on the site through Cliniko, the clinic's booking system. We also took on the site's SEO.

Function First Rehab now has a name and look that stand apart from other clinics in local search results, and a website that explains why a longer consultation is worth booking. The site has climbed Google's results for the searches the clinic wants to be found for, and local sports clubs now send referrals its way.

If customers compare you on price because every provider looks the same, a name and look that explain your approach give them a reason to look closer. Your website can do the explaining before the first appointment, so people book knowing why a longer session is worth it. Profiles of the people you typically help let visitors see quickly whether you're the right fit for them.

Read more about our branding, SEO and web design services, or see more branding case studies and other health, beauty and education projects.