Playful website copy to help children’s physiotherapist stand out
The plot
Meet Christina. Fiercely informal physiotherapist and founder of The Children’s Physiotherapy Group.
Christina is EXCEPTIONAL at helping parents get the physio they need for their child. Even when they’ve been told it’s not possible.
She’s a cheerleader for children AND parents. She champions possibilities when others give up. And she’s amazing at using play to get kids to do things they don’t want to.
Christina isn’t a typical physiotherapist. And her website didn’t reflect her quirky and playful approach. Most importantly, it wasn’t fulfilling the one thing Christina wanted: to give parents hope.
I’m quirky, playful and fiercely informal and I needed my website to reflect that.
The twist
Christina gave me carte blanche to get creative with her website copy, showcase her personality and help her stand out.
She wanted parents to feel heard and listened to and supported; like her content was giving them a hug and hope. She knew that parents weren’t getting the support they needed from the NHS but as a former NHS physio and part of the reservist team during the pandemic, she also cares deeply about the NHS.
So my challenge was copywriting that would showcase how Christina is disrupting the industry with playful physiotherapy that gets results, whilst also being sympathetic to parents going through a tough time and not appearing too critical of the NHS.
I used a playfully rebellious tone with lots of honesty thrown in, shared experiences that parents would relate to, and lots of visual analogies and language related to children and toys.
Although Christina spends most of her time channelling her inner child (her own words, not mine), she is also mature when it matters. So using the correct terminology (minus the jargon) was important to showcase her expertise, qualifications and experience. And because Christina delivers such a wonderland of treatments and therapies, it was important to distinguish between each service and explain who it was perfect for and what the benefits would be.
During the discovery session, I also discovered Christina’s superpower (yup, that’s why it’s called a discovery session) so this also became a key theme for the website content.
The happy ending
Christina now has stand out website content that oozes personality and reflects her quirky, playful and fiercely informal approach. She can confidently articulate how she wants to challenge the physiotherapy industry and stand up for a different way of working.
Her website is authoritative and engaging with a slightly rebellious, but reassuring and optimistic tone. It champions the possibilities of physiotherapy and gives parents hope that there is always a way to make a difference. Which makes Christina the natural choice for parents looking for a physio for their child.
Anita is a flippin genius! My website is now full of personality and makes parents feel good at a difficult time in their life.
