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Anatomy of the TheraMax sciatica landing page

This is the page someone lands on after clicking a sciatica ad in Miami. It has one job, and every band on it is doing part of that job.

Below is the page in the order a visitor scrolls it, with a note on what each band is there to do.

Website development and brand presentationtheramax.com/miami-fl/lp/sciatica

TheraMax · theramax.com/miami-fl/lp/sciatica

  1. The TheraMax header: the clinic’s logo, its menu, and a phone contact button. The Google review bar above the header is cropped out.

    The menu is short, and the phone number is in it. A page paid for with ad clicks carries the one action a visitor might take, not the whole site.

  2. The page’s first screen: the headline, a short paragraph, one appointment button, and a photograph of a smiling patient sitting beside the treatment machine.

    The first screen makes one offer and asks for one thing. A headline, a few lines, one button, a phone contact beside it, and a photograph of a real patient beside the treatment machine.

  3. A dark band with a heading, two short paragraphs, a labelled anatomical diagram of the lower back and hips, and a three-item list under it.

    The explanation comes before the ask. The next band explains the clinic’s account of the condition, with a diagram, so a visitor who is not ready to book has a reason to keep reading.

  4. A light band with a heading, two lines of text, a video still of a therapist working with a standing patient, and a four-item checklist.

    The treatment is shown being done. A photograph cannot show a visitor what a session is actually like. Video of one can, so it sits here, while a visitor is still deciding.

  5. Four video tiles under a heading, each a patient speaking to camera with a first name and a running time in the corner. The rating line and the star rows below the tiles are cropped out.

    The clinic’s own patients speak, on video. These are TheraMax’s patients, filmed at the clinic. They sit where a visitor is deciding whether to believe what they have just read.

  6. A dark band with a heading, a video still of a patient lying on the treatment table with a therapist beside her, a four-item checklist, and an appointment button.

    What happens at the first visit. Most of the risk in booking is not knowing what you are walking into, so the page walks through it.

  7. A light band headed Common Questions, with six collapsed questions, each with an arrow to open it.

    The questions get answered on the page. The ones people would otherwise phone to ask are answered in the open, where they stop being reasons to leave.

  8. A dark band with a heading and two white cards, each a photograph of a practitioner above a short paragraph, a name and credentials.

    The people who do the work, with their names and training. A face, a name and a background make it a real place with real people in it.

The page’s sections in order, as the site renders them at your screen width. Cropped out: the Google review bar above the menu, the star rows on the review cards, the review counts, and the session-price strip. Faces are shown. The claims printed inside the page are TheraMax’s own copy.