Skyward Digital
Skyward Digital Websites for clinics
Physio, dental, chiro, osteo, podiatry, counselling Auckland and all of New Zealand

You are not losing them to the clinic next door.

Somebody who has finally decided to do something about a knee, a tooth or a shoulder is not ringing three clinics for quotes. The hard part is already over. From there they are looking for whichever one makes the next step easiest — and every step between that decision and a time in your diary is a place they stop. The ones who stop mostly do not go somewhere else. They put it off again.

Talk about your clinic What we would build
Who it is forClinics & allied health
Where most start$395 Google profile
A clinic site, from$2,450, GST in
Who you deal withJosh, on 022 584 0585
01 / THE GAP

Nine steps between
a sore knee and a
time in your diary.

One person, on a phone, at about half past nine at night, moving from having decided to having booked. Every row below is somewhere it stops. Around two thirds of searches like these now end without anybody clicking through to a website at all, so a fair amount of this happens before your site is even involved — which is why the first thing we usually sell a clinic is not a website.

  1. The decision

    Six weeks of ignoring it, and then four seconds

    Nothing has been searched yet. Something twinged getting out of the car, or the tooth went from background to foreground, and they decide they will finally get it looked at. That decision is the expensive part of your job and somebody else has already made it for you. Everything after this is logistics, and logistics is where it goes.

  2. The search

    Five words, typed with a thumb, in bed

    A treatment and a suburb. Whether ACC covers it. What it costs. Who is open on a Saturday. Notice what is in none of them: your clinic's name, your philosophy of care, and the year you were established. They are searching for a category, a place and a time, and they will read whatever answers those three first.

  3. The three

    A map, three clinics, and a line of stars

    Before one sentence of yours is read, three names sit under a map with a rating, a suburb and the word open or closed beside each. That is a Google Business Profile rather than a website, it is the part of this most clinics have never sat down and filled in, and it is a day of work. What that involves, and what it costs.

  4. The skim

    On your site, looking for exactly two things

    Can I be seen this week, and roughly what will it cost. Not your equipment and not your qualifications — those get checked later, by the ones who are nervous. A homepage that opens on a photograph of an empty treatment room and a paragraph about holistic care is answering a question nobody asked at half past nine at night.

  5. The money

    The question they will never ring up and ask

    What the first appointment costs, what a follow-up costs, what an ACC claim actually leaves them paying, and whether that changes after five. People will not phone a clinic to ask the price — it feels like haggling over their own health — so they guess, and the guess is nearly always higher than the real number. Publishing it costs you nothing and removes the most common silent objection there is.

  6. The person

    They are booking a human being, not a building

    Particularly for the appointments people are nervous about. A name, a photograph that looks like the person, what they actually spend their week doing, and whether their books are open. A row of head shots with a job title under each is not that, and everybody here treats everything is the least believable sentence on a clinic website.

  7. The drop

    Where a decided person becomes an unbooked one

    A button that says Book now and opens a contact form. A system that wants an account created before it will show a single available time. A phone number answered between nine and five by whoever is currently with a patient. Any one of those is enough, and it is enough after they had already chosen you.

  8. The wait

    Sent at nine, answered at eleven the next morning

    By then it is a Tuesday, they are at work, and the knee is having a good day. Nothing about the reply was wrong. It was simply late enough for the moment to close, and this is the part that looks like nothing afterwards, because the enquiry did arrive and it did get answered.

  9. Or nothing

    They do not book anywhere at all

    There is no rival clinic in this story. The appointment does not happen, the shoulder gets another two months, and nobody ever tells you it nearly did. The practices that quietly do well out of this are not the ones with better clinicians. They are the ones where the next step took eleven seconds.

02 / THE PAGES

Eight pages, and the
question each one is
there to answer.

A clinic site is not a brochure with a booking button screwed to the side of it. It is a small set of pages, each answering one thing somebody typed, with the same obvious next step at the bottom of every one. The tier beside each is the tier it starts at, and it matches our pricing exactly.

01
Essential

One page for each condition you treat

What they typeThe name of the thing that hurts

This is the page that gets found, and it is the one most clinics do not have. Somebody who has a name for their problem searches that name, and the page that answers them is the one that says what it is, what treatment usually involves and how long it tends to take. Written in your words and signed off by you — we do not write clinical content, and nothing on these pages goes live until the practitioner has read it.

02
Essential

Fees, surcharges, and what ACC leaves them paying

What they typeHow much does it cost

One page with real numbers on it: a first appointment, a follow-up, what changes when it is an ACC claim, what the surcharge is, whether it is different after hours, and what happens if they cancel late. Every clinic that leaves this off is relying on people ringing to ask, and a good proportion of them simply will not.

03
Essential

The practitioners, as people rather than a grid

What they typeA person's name, on its own

One page each. A photograph that looks like them, what they spend most of their week doing, where they trained if it matters to your patients, and whether they are taking new ones. People come back to a person and they recommend a person by name, so that name is worth being findable on its own rather than buried in a team grid.

04
Essential

Your first appointment, for somebody who is nervous

What they typeWhat happens at a first appointment

What to bring, what to wear, how long it takes, whether a referral is needed, who will be in the room, and what will and will not happen. Dull to write, and it does more work than anything else on the site — it is also the page that gets forwarded to the person who has been putting it off for a year.

05
Essential

Booking, with one obvious way to do it

What they typeBook, plus your suburb

Whatever system you already use, wired in properly rather than linked to from a corner — or, if you have not got one, an honest request form that says when it will be answered and by whom. What we will not build is a page headed Book now that turns out to be a contact form. That is the most expensive small lie on clinic websites.

06
Standard

Hours, parking, the right door, and the stairs

What they typeYour clinic name, plus parking

Where to leave the car, which entrance, whether there is a lift, how far it is from the bus stop, and the hours as they are on a public holiday rather than as they were in March. For somebody arriving in pain or on crutches this is not a detail. It is whether they can come at all.

07
Standard

Referrals, claims and the paperwork side

What they typeDo I need a referral

Said once, plainly, in your terms: what you can lodge yourself, what has to come from somebody else, what you need them to bring, and how long the admin usually takes. It answers a phone call your front desk takes several times a week, which is a saving you will actually feel.

08
Standard

A page for other clinicians, not for patients

What they typeNothing — it gets sent to them

One page a GP, a dentist or a specialist can be sent: what you take, what you do not, how to refer, and how quickly somebody can be seen. Most clinics have no such page and hand out a mobile number instead. It is the cheapest referral work there is and it costs one afternoon.

Eight is the Standard tier. A single-practitioner clinic often does not need all of them on day one — start with the conditions, the fees and the first visit, which is Essential, and add the rest when there is something real to add. We would rather build four pages that are finished than eight that are half-written.

03 / THE BOOKING

Six decisions about
booking, made badly
on most clinic sites.

This is the part that costs the most and gets the least thought, because whoever built the site was thinking about the front page. Each of these is a choice somebody made once, years ago, and nobody has looked at since — and every one of them is repairable without changing the system you already run on.

The button

Book now, which turns out not to be booking

If the button says book and the next screen says enquire, the person who tapped it has been told one thing and shown another at the exact moment their patience ran out. Either take the booking or say plainly that you will confirm a time within the hour. Both are perfectly fine. Only one of them is a surprise.

The account

Make a password to find out if Tuesday is free

Systems that ask a first-time patient to register before showing any availability lose exactly the group you were trying to reach — the ones who were never going to be regulars and have no reason yet to invest anything. Show the times first. Take the details at the end, when they have something to lose by stopping.

The thumb

A calendar built for a desktop mouse

Nearly all of this happens on a phone held in one hand, often in the dark. If the date picker has to be pinched, if the times sit ten pixels apart, or if the form empties itself when the keyboard opens, the booking is over and you will never know it started. We test the whole flow on a real phone before launch rather than in a narrow browser window.

Who they get

No way to choose a person, or no way not to

Regulars want their practitioner and will wait a fortnight for them. New patients usually want the soonest anybody. A booking flow that only serves one of those two is quietly turning away half the people who open it, and which half depends on a setting nobody remembers choosing.

After hours

Open when you are open, not when you are at the desk

The entire point of booking online is that it works at eleven at night. If the system will not take anything outside office hours, or the only route after five is a form somebody reads in the morning, then it is a message pad rather than a booking system, and the evening is when the decisions are being made.

Afterwards

Silence between booking and arriving

A confirmation that arrives straight away, says the date in words rather than numbers, and can be added to a calendar in one tap. A reminder the day before. One line about what to bring. Reminders are the cheapest thing in this section and empty slots are the most expensive thing a clinic owns.

If your booking system is the only thing that is broken, say so when you get in touch and we will look at that on its own. It is often an afternoon rather than a website, and we would rather tell you that than sell you six pages you did not need.

04 / BEING CHECKED

They will check you.
Give them somewhere
to look.

Somebody handing over their spine, their teeth or their state of mind checks harder than somebody buying a roof, and they do almost all of it quietly, in the fifteen minutes before they book. Every row below is proof you already hold. It is usually filed somewhere nobody outside the building can see it.

Registration

Your name, spelled the way the register spells it

Anybody can look a practitioner up on the register their profession keeps, and the nervous ones do. That is easier when the name on the site matches the name on the certificate, the profession is named plainly, and you have said which body you are registered with. We link out to the register rather than restate what it says — it is theirs to publish and it changes without telling us.

The claim side

ACC, insurers, and who you are contracted with

Whether you are an ACC provider, which insurers you deal with directly, and whether the patient pays and claims back or you handle it for them. It is a five-line answer that saves a phone call every single time it is on the site, and its absence sends people to the clinic that bothered.

The room

Photographs of the actual premises

Not a stock photograph of a bright clinic in California with nobody in it. The door as it looks from the street, the waiting room, a treatment room, and where the car goes. Somebody anxious about the appointment is trying to picture it, and one honest photograph of an ordinary room does more for that than three paragraphs of writing.

The words

What is claimed, and who stands behind it

We build the site around your words. We do not invent clinical claims, outcome figures, recovery times or comparisons between treatments, and we will say no if we are asked to. You are the one bound by your profession's rules on what may be advertised, not us, and no website is worth a complaint. Everything on the site that touches practice is signed off by the practitioner before it goes live.

Reviews

The one thing we cannot build and will not invent

Something about the reviews is the most common reason people give for not contacting a local business, ahead of price. We will make asking take ten seconds, put the link somewhere you will actually find it, and show what is really there. We will not write one, buy one, or set up anything that filters the unhappy out on the way. Skyward has no reviews either — we are asking our first clients for one in writing, as part of the deal.

05 / AFTER HOURS

Half past nine is when
people decide. Nobody
is at the desk.

The enquiries that arrive after you have gone home are not the leftovers. They are the ones from people who spent all day working up to it — and by the morning a proportion of them have talked themselves back out of it. A clinic cannot answer a phone at ten at night and should not pretend to.

What we build for that is an intake flow, and it is deliberately not a chatbot. There is no language model in it. That is the whole point rather than a limitation: it cannot invent a price, guess whether a claim will be accepted, or say anything at all about a condition, because there is nothing in it capable of composing a sentence it was not given.

It asks a short set of questions you have written, in the order you would ask them, writes the answers down and sends them to you sorted — a name, a number, what it is about and when they can talk. In the morning somebody rings back already knowing the story, instead of starting from a voicemail.

It says on the first screen that it is an assistant rather than a person, every time, to everybody, and it carries your phone number on every step so that anyone who would rather speak to a human can stop and do that immediately. Around eighty-five per cent of people say they would rather deal with a person than with AI, and that figure has been going up rather than down. We are not going to argue with them, and we are not putting a robot in front of a patient.

  • Says it is an assistant on the first screen, every time
  • Your phone number on every step, so it is never the only route out
  • No language model, so it cannot invent a price or a wait time
  • The questions are yours, in the order your front desk would ask them
  • Never diagnoses, never advises, never discusses a symptom
  • Everything forwarded sorted, ready to book or ring first thing
06 / WHAT IT COSTS

Flat fees, in public,
with the GST already
in the number.

Most studios here quote plus GST or do not say which, and at fifteen per cent that is not a rounding difference. Every figure below is what you would pay. Nothing is due until you have seen a real working homepage for your clinic and said yes to it.

Google Business Profile setup

The map result, claimed, verified, categorised and filled in properly, in a day. No website needed and nothing ongoing. For a lot of clinics this is the whole job for now, and it is where we would start.

$395One off

Essential website

Up to four pages. For a single practitioner or a small clinic: conditions, fees and ACC, the first visit, and booking. Live in seven days from the point we have your content.

$2,450Founding price $1,950

Standard website

Up to eight pages, including a page for each condition and each practitioner. This is the one most clinics want, because the condition pages are what get found and one page cannot carry six of them.

$3,450Founding price $2,950

Lead Engine

A page for every service and every suburb you draw from, a local search campaign at launch, the missed-enquiry assistant for twelve months and three months of the care plan. For multi-site clinics or a practice that wants the whole thing done at once.

$5,950Founding price $5,450

Care plan

Hosting, domain, security, backups, unlimited small edits done within two days, a monthly tune-up of the Google profile and a report in plain English. No lock-in, cancel whenever, and you still own the site. Pay yearly and two months are free — $1,690.

$169Per month

Missed-enquiry assistant

Added to a site we have built. Set up around your questions and your hours, then tuned each month as you learn what people actually ask at eleven at night. Not sold on its own.

$890then $129 per month

All prices are New Zealand dollars with GST included and nothing added at the end. Websites are half after you have seen your free homepage and said yes, the balance on launch. We do not discount off-menu — if the budget will not stretch we will move you down a tier or start you on the profile instead. Our first ten clients get $500 off any website in exchange for three things written into the job: an honest Google review when we are done, a testimonial we can use, and permission to publish the build as a case study. It is a trade rather than a sale. The full price list.

07 / STRAIGHT UP

What this
does not buy.

Not a position on Google. Nobody can sell you one. Where you appear depends partly on where the person searching is standing, which is nobody's to hand out, and partly on a system that is not published and changes. Anyone guaranteeing you a place in the three is guessing with your money.

Not a number of new patients. We have no way of knowing what your diary does next and no honest basis for a figure, so there is not one anywhere on this page. What we can tell you is what will be true at the end: the fees will be published, the booking will work on a phone at night, each condition will have a page, and all of it will belong to you.

Not clinical content. We do not write what a treatment does, how well it works, how long recovery takes, or how it compares with anything else. That is yours, you are the one accountable for it, and we will decline if we are asked to invent it. What we do is build the pages around it and make it findable.

Not reviews. See section 04. We make asking easy and we go no further than that, in either direction.

Not a lock-in. You own the site, the domain and the content, and you have the logins on day one. The care plan is monthly and can be stopped whenever you like without the site going anywhere.

And not experience we have not had. Skyward is new. There are no clients yet, and the clinic build linked in section 09 is one we invented so that there was something to open — not a job anybody hired us for. What is on this page is how the search result is put together, what the pages have to answer, and where booking flows fail — which you can check against your own front desk while you read it — not a record we do not have.

08 / QUESTIONS

Six things clinics
ask us, answered
properly.

We already have a booking system. Do we have to change it?

No, and we would rather you did not. Your front desk knows it, your regulars know it, and moving practice management software to improve a website is the wrong way round. We build the site around what you run and wire the booking in so it opens where people expect it to, on a phone, without a detour.

If it genuinely cannot do something the clinic needs, we will say so and tell you what your options are. That is a conversation for you and whoever you pay for it, not a sale for us.

Who writes the clinical parts?

You do, or one of your practitioners does, and we build around it. We will interview you and write it up so it reads well, but the substance is yours and you sign it off before it goes live. We do not invent claims about treatments, outcomes or recovery times.

That is not us being precious. You are the one bound by your profession's advertising rules and it is your name on the page.

Our receptionist updates the website. What happens to that?

Nothing has to change, but most clinics find they stop wanting to. Small edits are unlimited on the care plan — you text or email what needs changing and it is done within two days, which is usually faster than finding the time to do it between patients.

If you would rather keep hands on it, you can. You own the site and the logins on day one, with or without a care plan, and we will show whoever needs to know how it works.

I am one practitioner in a rented room. Is this overkill?

Possibly. Start with the $395 Google profile, which is the map result rather than a website, needs nothing from you but an hour and is done in a day. A great many single-practitioner clinics are full off that plus word of mouth.

The point at which a site starts earning is when you want to be found for the thing you treat rather than for your own name, or when the phone is taking bookings that should be taking themselves. Come back then, and we will not chase you in between.

Is that $2,450, or $2,450 plus GST?

$2,450, full stop. Every figure on this site includes GST and nothing is added later. It is worth asking every other quote you get the same question — at fifteen per cent the difference is not a rounding error, and a quote that does not say which it means cannot be compared with one that does.

Have you built a clinic website before?

Not for a client. Skyward is new and has no clients yet, in any industry, and we are not going to pretend otherwise on a page aimed at people whose whole job is judging whether someone is qualified to touch something. What we have built is a physiotherapy clinic of our own invention, linked in section 09, so that there is something you can open rather than a list of adjectives.

What we do instead is build your homepage first, properly, for nothing, before any money changes hands. You look at a real working page for your own clinic and decide from that rather than from a portfolio. If it is not good you walk away owing us nothing, which is a more useful test than somebody else's testimonial. How that works.

09 / SEE ONE

There is one, and
it is a clinic.
Open it on a phone.

Everything above this is a claim about a website you have not seen. This is the page, finished, and it is built on the argument this one has been making: the diary before the brochure, the fees in public with the GST already inside them, and the registration where somebody quietly checking will actually find it. Nobody is behind it. We invented a clinic so that we could build the thing properly instead of waiting for permission to build it.

Harrier Physiotherapy is not a real clinic.

The clinic, the three physiotherapists, the fees and every time in that diary were made up so that there was something to build. Open it and a black band sits across the top of the screen saying exactly that, and it stays there the whole way down. The page is marked noindex, so it cannot surface in a search for somebody's actual physio. The phone number is fictional, the email address ends in .example — a domain reserved so that it can never belong to anybody — and nothing typed into its form is sent or stored.

The lines in quotation marks on that page are sample text, and each one says so directly underneath itself. Skyward has no reviews of its own and a clinic's reviews are yours to earn, not ours to write. Take the page as a sample of the work and nothing further: if any of it reads to you like a customer, we have written it badly.

01
Physiotherapy · Mount Albert

Harrier Physiotherapy

Built toBe booked at twenty to ten at night

The nine steps in 01, taken out one at a time. The first thing on the page is the diary itself — five days of it, with the taken times struck through rather than quietly removed, so nobody has to ring to find out whether they can be seen this week. Under it every fee is printed with the GST already in the figure, including the ACC surcharge as an actual number and what a Community Services Card does to it. Then the first appointment is broken into five pieces on the clock, because the people who put off ringing are usually not worried about the money but about walking into a room and not knowing what happens next. Each physiotherapist carries a registration line, what they take on and what they send somewhere else.Open the clinic concept

Yours would not look like this one, and it should not. A physiotherapy clinic is not a dental practice and neither of them is a barber — what is worth arguing over here is the diary, and somewhere else it is the photograph or the price of a flat white. What carries across is the method: work out the single thing the person came to do, put it first, and take everything else out of their way. The rest of the concept builds are indexed on the homepage — the trades, and a mobile mechanic whose whole page is a line on a map. Worth opening if you want to see how far apart sites built by the same studio can be.

ALSO WRITTEN

Five more places
to start, depending
on what you are.

Whatever kind of local business you are, the method does not change — find out what people type, answer it properly on a page of its own, and make the next step obvious.

$395

The map result, dressed properly, in a day.

The three clinics under the map are a Google listing rather than a website. What is in one, what goes wrong in it, what the day involves and what $395 does not buy.

 Salons

Hair, barbering and beauty, sold by a photograph.

Written for the ten seconds between somebody liking the work and getting a name in the diary, which is a handover rather than a search.

 Cafés

Cafés, restaurants and catering, answered inside Google.

The only page in the set that tells its reader most of their week is decided on a listing rather than a website, and then argues for the order nobody walks in for.

 Mobile

Mechanics, groomers and cleaners who come to the customer.

No address at all, just a boundary on a map, and the only business here that can lose money by winning an enquiry it should have turned down.

 Trades

A page per trade, and a different argument on each.

Plumbing is bought in a panic, electrical work is compared over a week, a build is a six-month elimination, a roof is three quotes on a kitchen table, and a repaint is judged on the day by somebody who cannot tell. Nothing like a clinic, and written that way.
10 / START

We will build your
homepage first.
Then you decide.

Send us the clinic name and the suburb. We will look at what is already out there under your name, then build you a real, working homepage — not a mock-up, not a template with your logo dropped on it — and send it to you. If you do not like it, that is the end of it and you owe nothing. No deposit before the demo.

Phone or text022 584 0585 Emailjosh@skywarddigital.co.nz Or start at $395The Google profile, on its own

Josh reads these himself. Nothing is passed to a salesperson, because there is not one. If it will not wait, ring instead.

We use these details only to reply to your enquiry and, if you go ahead, to run the job. We don't sell them, we don't add you to a mailing list, and you can ask us to delete them any time by emailing Josh. Please don't send any patient information through this form — it isn't the place for it, and we don't want it. The full privacy statement says who else handles them and for how long.