Case study · Pilot build · Poland

A repositioning, not a website

A physiotherapy practice in Poznań was competing on the same terms as every other clinic in the city. The most valuable thing about it was buried in a biography.

The situation

Paweł Grajewski has treated athletes at the level most clinics only gesture at, including work with the Polish Olympic team. Someone searching for a physiotherapist in Poznań, rather than for him by name, would never have found that out.

The problem was visible from outside before anything was built. It needed no analytics login and no meeting: the practice earned its visibility on its own name and very little else. The treatments he is genuinely good at were not what the site was being found for.

That diagnosis is the transferable part of this engagement, and it is worth separating from the build. It came first, it came from outside, and everything after it was execution.

What we built, and why

The reasoning matters more than the deliverable — a different practice would need different answers to the same questions.

The experience moved to the front

Olympic-level work sat in a biography, where it read as background colour. It is the single reason to choose this practice over the one down the road, so it became the proposition rather than a footnote. Nothing was invented to do this — the credential was already there, in the wrong place.

The offer got an anchor

A flat list of interchangeable treatments gives a patient no way to judge what is worth paying more for, and no way to arrive at anything other than the cheapest option. We wrote the strategy for a premium anchor session and specified the offer; Paweł approved it and delivers it. The clinical content is his, and the page it sits on is ours.

Polish and English, both first-class

The practice serves a city with an international population, and an English-speaking patient who lands on a translated afterthought reads it as one. Both languages ship as real versions of the site rather than one original and one courtesy.

Structured so machines quote it correctly

A clinic that search engines and AI assistants cannot read accurately gets described by whatever they can find instead. The rebuild shipped the structured data that lets them state the practice, the practitioner and the services correctly — which matters more every year, and costs nothing extra at build time.

What happened

A channel that did not exist before now produces enquiries. People reach the practice directly from the site, and it is now possible to see which search brought them. At least one of those enquiries has converted to the premium anchor session — the offer that did not exist before this work.

Before the rebuild, the practice could count who looked at a contact page. Now it counts who actually made contact, and what they were searching for when they did.

Paweł's account of the before-state, in his own words: “Before that, no one went to the website.”

What we cannot claim

Traffic volume is not the claim, and it did not grow. Over the measured period since launch, total visits were flat and contact-page visits fell — the latter because the new site does not route people through a contact page at all, so the step we used to measure simply got shorter.

The broadest, most valuable search term has not been won. It gained visibility and still earns no clicks, sitting far enough down the results that nobody reaches it. Winning the narrow term first was the strategy working; the broad one is a multi-year contest against practices that have been ranking for it far longer.

The enquiries and the sale are the owner's account, not our measurement. We can measure that people opened a conversation from the site. We cannot measure what was said, who became a patient, or what anything was worth.

Every claim on this page carries a boundary

Confounded A rebuild, a repositioning and a new premium service shipped together, and nothing here can be apportioned between the three.

Testimony The enquiries and the premium-session sale are the owner's account. No instrument in this engagement can confirm a sale.

No baseline The old site had no event tracking at all, so no before-and-after change in contact actions can be calculated — only the change in what is countable.

Not claimed Traffic growth. Total visits were flat over the measured window.

Gramedica is a pilot build and the terms are not disclosed. It is evidence about delivery — what gets built, and how the decisions are made. The site is live at gramedica.pl, and the work is there to be checked against everything claimed above.

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