The leak
Nobody books a procedure they’ve never heard of.
Most people with a bunion assume the fix means a hospital and weeks off their feet.
Dr. Zef’s practice is built around a different approach: small-incision procedures where the look of the foot afterward counts as part of the result. That’s the practice’s biggest advantage, and its biggest marketing problem, because patients don’t search for an option they don’t know exists.
They search for the problem instead: heel pain, an ingrown toenail, a corn that keeps coming back, a child’s flat feet. A site with one services paragraph gives none of those searches an answer, so the patient calls whoever did.
So the brief was to meet patients at the problem. A page for every condition the practice treats, pages for the towns around both offices, and the same next step everywhere: call, or book an appointment.