UX/UI | Growth Case Study
– Puravida Chiropractors
A thoughtful UX and content-led redesign that connects people to care: clearly, confidently, and in their own language.
Year (s)
2024 - 2025, Remote.
Tools
WordPress, Elementor & Adobe Creative. Google Analytics & Search Console.
Overview
Puravida Quiropráctica needed a website that could connect with diverse audiences and reflect their warm, people-first approach to care.
The previous site was outdated, content-heavy, and difficult to navigate—especially for mobile users, first-time visitors, and international tourists.
Objectives
- Improve UX and mobile navigation
- Guide and educate new visitors with clear, accessible content
- Increase bookings from both locals and tourists
- Optimise SEO performance in Spanish, Catalan and English
- Reflect brand values with a warm, human-centred approach
Key Outcomes
- 48% increase in bookings (within 3 months)
- 35% decrease in bounce rate
- Improved organic search rankings in all three languages
- More human, helpful and educational content throughout the site
- Future-proofed structure ready for growth and new content
My Role
- Conducted a full content audit (500+ URLs) and data analysis
- Mapped user journeys and restructured information architecture
- Developed UX writing and multilingual content strategy
- Designed and built the full website and landing pages using WordPress + Elementor
- Integrated a conversational AI assistant and analytics dashboards
- Led ongoing post-launch optimisation
The Process: A Holistic Approach to Content Strategy
Discovery & Research
Goals & Business Needs
Improve UX and simplify mobile navigation
Guide and educate new visitors through clear, accessible content
Increase bookings from locals and tourists alike
Optimise for multilingual SEO (Spanish, Catalan, English)
Reflect brand values with a human-centred, trustworthy tone
Audience & User Insights
Created three core personas based on user motivations and behaviour:
The First-Time Visitor
curious, unsure about chiropractic care
The Person in Pain
seeking relief and trust
The Tourist
short on time, looking for English support and fast booking
Prioritised content that addressed real user questions and supported decision-making
Competitive Analysis
Analysed 6+ chiropractic clinic websites (local and international)
Benchmarked navigation, tone, SEO structure and CTA placement
Identified differentiation opportunities through:
- More educational content
- Clearer booking flows
- A warmer, more human tone
- Enhanced multilingual accessibility
Strategy & Structure
Content Audit & Analysis
Audited 500+ URLs using the sitemap, Google Analytics and Search Console.
Built a detailed content inventory with key metrics (URL, content type, traffic, engagement, intent, and recommended action) identifying:
- High-performing vs. underperforming pages
- Content gaps and duplication
- Opportunities to consolidate and simplify
Insight
Over 65% of content was outdated or irrelevant—offering a strong opportunity to simplify and refocus.
Information Architecture
Redesigned the site architecture to serve real user needs:
Grouped content by audience type:
Seniors, athletes, pregnant women, children
Clustered pages around common conditions:
Lower back pain, neck pain, migraines, stress, sciatica
Introduced a “New to Chiropractic?” section
with FAQs, first-visit info, and booking prompts
Each page used accessible language, real testimonials, clear benefits, and strong calls to action
Created a dedicated tourist landing page and optimised it for Google Ads
User Journey Mapping
| User Type | Main Goal | Key Questions | Content/Pages Needed | Final CTA |
|---|---|---|---|---|
| First-Time Visitor | Understand chiropractic and feel safe |
What is chiropractic? Is it right for me? How do visits work? |
- What is chiropractic - How visits work - FAQs - "New to chiropractic?" section |
Book Free Orientation Session |
| Visitor in Pain | Get relief and trust the team |
Can you help with my pain? What do others say? How do I book? |
- Conditions pages (e.g. back pain, migraines) - Testimonials - How we help |
Book an Appointment |
| Tourist | Get quick info and book fast |
Do you speak English? Where are you? Can I book easily? |
- Tourist landing page (EN) - Express Adjustment info - Contact & WhatsApp |
Book Express Visit / WhatsApp |
Content Design & Execution
UX Writing & Content Strategy
Reviewed and enhanced all content using AI-assisted tools
Maintained a consistent and warm tone across all three languages: Spanish, Catalan, and English
Created evergreen content guides and centralised FAQs
Integrated real testimonials and benefit-driven microcopy
Design, Build & Technology
Built a custom WordPress site with Elementor
Designed fully responsive layouts
Designed and implemented a conversational AI assistant with natural chat flows for common user intents and WhatsApp integration.
Applied a clean heading (Hn) structure and metadata for SEO
Testing & Optimisation
Usability & Iteration
- Collaborated with the clinic team to test key booking pathways
- Used GA4 dashboards to monitor user behaviour and performance
- Refined layouts and copy based on feedback from staff and patients
- Tracked key KPIs: conversion rate, bounce rate, scroll depth
- Continuously improved messaging and structure based on heatmaps and analytics
A/B Testing & SEO Collaboration
- Partnered with an SEM agency to ran A/B tests on the tourist landing page—testing variations in layout, copy and CTAs
- Supported Google Ads campaigns to ensure alignment between landing pages and multilingual ad copy
The Result
The new site features a mobile-first layout, multilingual content (Spanish, Catalan, English), improved user journeys, and a more human tone of voice.
We introduced a conversational AI chat assistant, created a content strategy built around real user needs, and reorganised the entire site structure to improve clarity, SEO, and conversion.
Key Outcomes
- 48% increase in bookings (within 3 months)
- 35% decrease in bounce rate
- Improved organic search rankings in all three languages
- More human, helpful and educational content throughout the site
- Future-proofed structure ready for growth and new content
