Pace Physical Therapy
Three clinics, one phone line, and a booking process nobody could finish
Online bookings overtook phone bookings in eight weeks and front-desk call volume fell by a third.
- Webflow design
- Webflow development
- CMS setup
- Ongoing optimizations
A wireframe of the page structure we built for Pace Physical Therapy. We draw these rather than publish screenshots, so the case study stays accurate as the client keeps editing their site.
58%
Bookings now made online
Up from 21% in the month before launch
-34%
Inbound calls to the front desk
Measured across all three clinics, months 3 to 6
8 weeks
To online overtaking phone
From launch day to the crossover point
11%
Booking abandonment
Down from 41% on the previous scheduler flow
Booking mix and abandonment come from the clinic's scheduling software. Call volume is from their phone system's monthly reports.
What was going wrong
Pace had opened a third clinic and the website still behaved as though there was one. Visitors could not tell which location a therapist worked at, and the single booking link dropped everyone into the same scheduler with no location pre-selected.
Roughly four in ten people who started a booking abandoned it. The front desk was fielding calls that were really just questions the site should have answered: parking, insurance accepted, whether a referral was needed.
Therapist bios lived in a PDF that had last been updated two years earlier.
What we did about it
In the order it happened, including the decisions the client pushed back on.
Model locations and therapists as connected collections
Locations, therapists and specialties became three collections with references between them. A therapist page now shows the clinic they work at, the conditions they treat, and their next available slot at that clinic. Adding a new hire is one CMS entry and they appear correctly in four places.
Answer the front desk questions on the page
We recorded the twenty questions the front desk answered most often and put the answers on the relevant pages: insurance accepted per location, parking with a photo of the entrance, what to bring, whether a physician referral is required in Colorado. Each location page ends with these rather than burying them in a general FAQ.
Pre-select the location before the scheduler opens
Every booking button carries the location and, where relevant, the therapist through to the scheduler as parameters, so the visitor never re-enters something the site already knew. The form asks for the minimum needed to hold an appointment; everything else is collected at the clinic.
Keep improving it monthly instead of calling it finished
Pace stayed on a retainer after launch. Month two we rewrote the new-patient page after the analytics showed people leaving at the insurance section. Month four we added a condition-based landing page set. The site now looks meaningfully different from the one we launched, which is the point.
What it was built on
- Webflow CMS with three linked collections
- Scheduler embed with location and therapist parameters
- Webflow Logic for routing inquiries by clinic
- GA4 with a funnel on the booking flow
- MedicalBusiness schema per location
Our front desk got a third of their day back. That is what it actually bought us. Patients arrive already knowing where to park and what their insurance covers, so the first conversation is about their shoulder instead of admin.