The Problem: A Website That Was Invisible
When a physiotherapy practice in Castle Hill came to us in late 2025, they had a website they were, frankly, embarrassed to share with patients.
Built in 2018 by a family friend, it hadn’t been touched since. It wasn’t mobile-friendly. It loaded in 6+ seconds. And when they Googled “physiotherapist Castle Hill”, they couldn’t find themselves anywhere on the first two pages.
Their actual business was excellent — a team of four physios with specialisations in sports injury, women’s health, and post-surgical rehabilitation. Long-term patients loved them. But new patient enquiries had stalled. Their receptionist was spending two hours a day answering calls that could have been handled by a functional booking system online.
The numbers at the start:
- Monthly new patient enquiries from website: 8–10
- Google position for “physiotherapist Castle Hill”: Not ranked (page 4+)
- Website load time (mobile): 6.8 seconds
- Bounce rate: 74%
What We Did
1. Full Website Rebuild (3 weeks)
We rebuilt the site on our Cosmos Web Tech platform — clean, fast, accessible, and designed specifically for healthcare providers.
Key decisions:
- Online booking integration with their existing practice management system (Cliniko)
- Practitioner profiles for all four physios, each with their specialisation, qualifications, and a friendly photo — research consistently shows patients book with a physio they feel they “know” before walking in
- Condition pages targeting high-search terms: knee pain, back pain, shoulder injury, women’s health physio, post-op rehab
- Location page optimised for “Castle Hill”, “Norwest”, and “Baulkham Hills” — the three suburbs their patients come from most
- Google review schema to surface their 4.8-star average directly in search results
The site went live in 22 days. Not 48 hours — this was a full custom build with integrations — but well within the 4-week timeline we quoted.
2. Local SEO (ongoing from month 1)
A fast website alone doesn’t bring traffic. We ran a 90-day local SEO sprint:
- Google Business Profile overhaul: complete service list, 30+ photos uploaded, Q&A section seeded, review request process set up
- On-page SEO: proper title tags, meta descriptions, and H1s on every page — sounds basic, but the old site had the same title on every page
- Citation cleanup: their NAP (name, address, phone) was inconsistent across 11 directories — we fixed every one
- 5 location-specific blog posts: “Physiotherapy for Tradies in Castle Hill”, “Managing Knee Pain at Work: A Norwest Business Park Guide”, etc.
3. Google Ads Landing Page
The practice owner wanted to test Google Ads alongside organic SEO. We built a dedicated landing page for the campaign — no nav, no distractions, just a clear value proposition and a booking form above the fold.
Their Google Ads budget: $600/month.
The Results: 90 Days Later
| Metric | Before | After 90 Days | Change |
|---|---|---|---|
| New patient enquiries/month | 9 (avg) | 34 | +278% |
| Online bookings (% of enquiries) | 12% | 58% | +383% |
| Google position: “physiotherapist Castle Hill” | Page 4+ | Position 3 | Top of page 1 |
| Website load time (mobile) | 6.8s | 1.9s | –72% |
| Bounce rate | 74% | 41% | –45% |
| Receptionist time on phone bookings | ~2 hrs/day | ~45 min/day | –63% |
The headline number: 47% more actual booked appointments compared to the same 90-day period the previous year. The practice owner attributed the difference to both the volume increase and the higher conversion rate of the new booking flow — patients were completing the booking themselves rather than dropping off during a phone call.
What Made the Difference
Looking back, three things drove the most impact:
1. Speed. Going from 6.8s to 1.9s load time on mobile is the difference between a patient waiting and a patient leaving. Google also rewards fast sites — it was the single biggest factor in the search ranking improvement.
2. Trust signals. The practitioner photos and individual profiles were the most-visited pages in the first month. Patients want to know who they’re booking with. The old site had one stock photo and a generic “Our team” page with no names.
3. Friction removal. The old site made patients call during business hours to book. The new site let them book at 10pm on a Sunday. 34% of all online bookings in the first 90 days came outside business hours.
What It Cost
The practice owner gave us permission to share this:
- Website design and build: $5,800 + GST
- Monthly SEO retainer (3-month minimum): $650/month + GST
- Google Ads management (15% of spend): $90/month
Total investment over 90 days: approximately $8,650 + GST.
Against that: 25 additional new patients per month (conservative estimate), at an average first-visit value of ~$95 = $2,375 additional revenue in month 1 alone. By month 3, the website had paid for itself.
Is This Typical?
Every business is different. This practice had a strong reputation and a good product — the website was the bottleneck, not the service. Fixing the bottleneck produced outsized results.
We don’t promise every client will see 278% growth in enquiries. But we do promise a website that performs faster, ranks better, and converts more visitors than what they had before.
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Cosmos Web Tech is a web design and digital marketing agency based in Bella Vista, NSW. We work with professional services, healthcare, and trades businesses across the Hills District and Western Sydney.
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