A practitioner system built to scale.
Soma is an established wellbeing centre on Pottergate, home to a dozen independent practitioners and three treatment rooms for hire. The business had grown. The website had no way of growing with it.
The problem: one question, two audiences
The old site asked every visitor the same thing on arrival: book a treatment, or rent a room. Those are two completely different people with two completely different needs, and they were being funnelled down one undifferentiated path. A lot of visitors landed on a page that simply was not written for them.
Practitioners were listed as names in a paragraph. Room hire had a form and little else, with no prices anywhere. The site worked, in the sense that it existed, but it was doing a fraction of what the business had grown into. You can see the difference in the slider above: the old hero made you self-sort at the door.
Two audiences, two routes
The first decision was to stop making visitors do the sorting. Someone looking for a massage and a therapist looking for a room now get separate journeys, each with its own page, its own tone, and its own enquiry route rather than a shared contact form.
Room hire leads with the thing therapists actually want to know, which is the price. Rates are on the page, alongside a room enquiry, a viewing booking, and phone and WhatsApp for people who would rather just ask. Nobody has to send an email to find out what an hour costs.
A system, not a set of pages
This is the part we are most pleased with, and it is the real work. Rather than hand-building a page per person, we built a practitioner system: each one is a record with a photo, specialisms, treatments, pricing and a booking route, and the profile, the treatment listings and the browse-by-need filters all generate from it.
That means the centre can grow digitally without coming back to us. A new practitioner joins, gets added, and appears everywhere they should: their own profile, the treatments they offer, the right need-based filters. No developer, no rebuild, no waiting. The profiles turned out to be valuable enough that Soma now charges practitioners for a place on the site, which was a welcome consequence rather than the brief.
Helping people find the right treatment
Most visitors do not arrive knowing they want biodynamic massage. They arrive knowing their shoulders hurt, or that they are stressed. So treatments can be browsed by need rather than by name, grouped into relaxation and stress, muscle tension and recovery, emotional wellbeing, and general health, with each treatment tied to the practitioner who provides it and a clear price.
What else changed
- A warm, calm design that suits the place rather than fighting it
- A proper navigation, with the phone number visible on every page
- Google reviews pulled in, so the 4.9 rating does some work
- Room rates published openly, from £7.50 an hour
- A fast build that behaves on a phone, which is where most people book
- Practitioner and treatment pages that can grow as the roster does
The result
A site that can grow at the speed the business does, two clear enquiry routes instead of one vague one, and a practitioner system the centre runs itself. Live August 2026.
Four things that
actually changed.
Not a redesign for its own sake. Each of these fixes a problem the old site had, and the practitioner pages went further than that and opened a new line of income.
Most people book
from a phone.
Local bookings happen on a mobile, usually in a spare five minutes. So the mobile view is not a shrunken version of the desktop one, it is the version that had to work hardest.
A bar sits fixed to the bottom of every page with the three things a visitor actually wants: treatments, a phone call, and rooms. Calling is always one tap away, never buried in a menu.
- A fixed bottom bar on every page, so the next step is never off screen
- Tap to call, because plenty of people would rather ring than type
- Every treatment shows its price and a booking route on the same card
- Enquire sits next to book, for anyone not ready to commit to a time
- Filters stay reachable, so browsing by need works on a small screen
Grynd
A launch page that lets people play with the product.
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