Founded in 2012, Physiquipe have been supplying high-end equipment to organisations such as Team GB, England Football Team and the NHS, to name a few. They pride themselves on being the experts in their field and have put out hundreds of educational videos, helping countless physiotherapists and rehabilitation professionals.
Physiquipe was supplying high-end rehabilitation equipment to world-class athletes and clinicians but their branding, website and social media was hurting their campaigns and they ere struggling to see the return on ad spend they needed to justify their efforts.
The reason why they were losing the attention of their visitors could be encapsulated in 4 core problems.
I worked closely with the Physiquipe team to understand exactly what site visitors wanted from the site, as well as with the agency managed their paid search and social campaigns.
The old brand (as see here) didn’t consist of much but I couldn’t help but feel it had potential, especially the work they’d done with their Academy site so far.
I therefore decided to come up with a ‘one-page brand guidelines’ which I’d expand on throughout the larger web design project.
After doing extensive market research and discussing options with the team, we decided that we'd stick with keeping the Academy separate under its own subdomain.
I then sat down and looked at the site traffic and conversion data with their marketing agency, confirming that there we two distinct origins/intentions of visitors:
At the time, the Academy site was keeping the attention of visitors far longer than the main site was, which led me down a path looking a variety of different content consumption platforms.
Both myself and Andy (Managing Director) became invested in the idea of not only having the Academy site feel like 'Netflix for physios', but also having the homepage take the same form.
Arguable the most important page on the website, the product page is where all paid campaigns will push traffic to.
We decided to go with an e-commerce style layout for a few reasons:
Almost every part of Physiquipe is dynamically controlled through the CMS – All products, events, news articles, podcast episodes, Academy videos, members videos and even team profiles.
As is the standard for Wordpress development, I used the Advanced Custom Fields plugin. I wrote all the required PHP functions to make maintaining the site as easy as possible, as well as exposing the necessary data to the API for use with some of the more complex requirements.
I built the site prototype in Webflow (web design tool), not only to save build time and maximise output quality – but also to take advantage of their world-renowned interaction design functionality.
We were committed to keeping the interactions tasteful, keeping them limited to page load interactions as well as some hover transitions and very subtle paralax on images.
The Wordpress functions used for development didn't quite cover what the design required, so seen as I was already using jQuery (javascript development library), I opted to use AJAX requests to get data with the Wordpress SQL database in the following two scenarios.
We decided that we'd leave most of the content unrestricted to help get more visitors consuming content, but the product training videos produced by the team were to have gated access.
We therefore needed a membership system and after doing some extensive research, we opted for a premium option called 'Profile Builder'. It was the only option which allowed me to build all of the functionality around my own custom designed pages and member emails.
Physiquipe used Hubspot for almost all of their client relationship and marketing management. It was therefore vital that this could be integrated into the site.
The result was all leads being added to the relevant contacts list and being notified, a full site-wide live chat, marketing emails, accurate sales analytics, etc.
Other integrations included Google Analytics and Tag Manager, Rank Math SEO (chosen to pair best with their search specialists), and others to help make updating and ordering content much easier for the entire team.
