The challenge
Felipe Zanutel is a sports and orthopedic physiotherapist in Curitiba, Brazil, with experience in the medical departments of professional football clubs. His practice speaks to two very different people. The first is the demanding athlete, amateur or professional, who wants someone who understands match pressure and return-to-play deadlines. The second is the person recovering from an injury or surgery, or an older patient who wants to keep moving, and who may assume a sports physiotherapist is not for them.
A generic “welcome to my clinic” website would have spoken to neither of them.
What I did
I started with the people, not the layout: a short persona document decided who the page talks to first and where the second audience gets its own space. Then I wrote the page structure and copy around that, and built it in WordPress with Elementor.
- A hero for the athlete. The headline, “Care from someone who treats professional athletes. Now available for your recovery,” sets the level of the practice in three seconds, with one line of credibility about work in professional football medical departments.
- Two tracks, side by side. “What I do” separates sports and high performance from orthopedics, trauma, post-surgery and elderly health, so each audience recognizes itself without needing a hero of its own.
- An About section that carries the authority: the clubs, the specialization and the professional registration, written plainly.
- One action, repeated. A WhatsApp button in the header, in the hero, at the end of the page and as a floating button on phones, because that is how his patients prefer to book.
- A booking section where visitors can pick a day and time, with WhatsApp as the alternative.
[VERIFY: confirm the calendar is connected and working before publishing this line] - A dark, athletic look with one accent color, built from a small design system (colors, type and components), so every section feels like the same brand.
The result
The practice now has a single page that says who it is for, shows the professional background up front and sends every visitor to one clear next step. [VERIFY: add one real result with its period, for example WhatsApp conversations since launch, or remove this note]
“Great ideas and marketing insight. Exactly what I was looking for.” Felipe Zanutel, Sports Physiotherapist
