SLS Therapy
The practice was already busy. The direction needed to change.
SLS wanted to develop a broader mix of therapy work without losing the clients and reputation it had already built.
I helped work out what needed to change, then carried that direction through the positioning, identity, website, content and booking experience.
The short version
The short version
Sarah had built a busy and well-regarded practice, but much of its public identity still pointed strongly towards sports rehabilitation.
During discovery, it became clear that the useful job was bigger than refreshing the logo or website. The practice needed to attract more of the treatments Sarah wanted to develop, while keeping enough continuity for existing sports and rehab clients.
I broadened the positioning from SLS Sports Therapy to SLS Therapy, then carried that decision through the brand, website, content and customer journey.
We also changed the way clients booked. Rather than introduce another heavy system, I identified that Rehab Guru – which Sarah already used – could handle much more of the booking and client-management requirement.
Sarah now reports more of the kind of work she wanted to build, a full diary and far less time spent dealing with calls and routine booking administration.
01
Working together since 2024
From discovery and repositioning into ongoing support.
02
A broader practice
Sports and rehabilitation remain alongside the areas Sarah wanted to develop.
03
Less booking administration
A clearer digital journey replaced much of the call, message and manual-booking process.
01 //
The brief changed before the design did.
Sarah did not need more marketing activity for the sake of it.
The useful starting point was understanding what she wanted more of, what she wanted less of and what kind of practice she actually wanted to build.
That changed the job.
The existing sports positioning had helped establish the business, but it was now sending a narrower signal than the practice needed.
So rather than simply modernising the existing identity, I recommended broadening it.
SLS Sports Therapy became SLS Therapy.
The visual language became softer and more flexible, but sports, rehab and performance were deliberately not erased. Existing clients still needed to recognise the practice they already trusted.
The visual change was a consequence of the positioning decision, not the starting point.
02 //
Solve the admin problem without creating another system to manage.
Booking was taking too much of Sarah’s attention.
Calls, messages and manual handling interrupted a working practitioner’s day, and the client journey depended too heavily on Sarah being personally available.
It would have been easy to recommend another CRM or booking platform.
Instead, I looked at what was already in use.
Sarah was already using Rehab Guru for clinical notes and rehabilitation exercises. It could also handle much more of the booking and client-management requirement.
That made it the better fit.
Clients could choose appointments online and receive clearer confirmations and information, while Sarah gained a much more usable process without another unnecessarily complicated platform.
Better for the client, easier for the owner.
03 //
Help the right work find the practice.
The website and content were reorganised around the areas Sarah wanted to develop.
Articles were not treated as a separate content exercise. They created useful routes from a question or need into the relevant part of the practice.
Some of that material has since attracted approaches from third parties interested in featuring the articles.
Content with somewhere useful to lead.
What changed for SLS
01 //
A better-aligned client mix
Sarah reports a marked shift towards the clients and treatments she wanted to develop.
02 //
Much less booking administration
The new process has reduced the calls, messages and repetitive manual booking tasks competing for Sarah’s attention.
03 //
A practice that is easier to use
Sarah has received positive feedback about the booking experience and clarity of the process.
Sometimes the first brief isn't the useful one.
If something in the business needs to change but you’re not yet sure what the answer should be, start with what’s happening.
