Ask how the agency will segment your services
Sports injuries, back pain, post-operative rehabilitation, women's health, neurological rehabilitation and workplace services can attract different audiences and referral patterns. Your shortlist should explain how it would structure pages and campaigns around actual clinic services rather than marketing “physiotherapy” as one generic product.
Local visibility must reflect real catchment
For most clinics, travel time matters. Ask how the provider would handle Google Business Profile, local landing pages, reviews, directions and paid search radius. Avoid a plan built around dozens of thin town pages that do not represent genuine service areas.
Clarify the booking journey
| Journey point | Buying question |
|---|---|
| Search | Which symptoms and services signal appointment intent? |
| Landing page | Can patients understand service, location, clinician and next step? |
| Booking | Is online booking tracked without losing phone enquiries? |
| Reception | Can the clinic identify lead source when bookings are confirmed? |
| Reporting | Does the agency report meaningful enquiry actions rather than traffic only? |
Check clinical approval workflow
Marketing copy about conditions and treatment should be reviewed for accuracy. Agree who provides clinical input, who approves content and how quickly urgent corrections can be made. This matters especially when an agency creates health-related educational content at scale.
Ask who makes website changes
If the audit finds poor mobile booking, slow pages or unclear calls to action, someone must implement fixes. Establish whether development is included, separately quoted or assigned to your existing web supplier.
Choose reporting that reflects capacity
A clinic may not want maximum lead volume for every service. If one clinician is fully booked while another service has availability, marketing should be able to shift emphasis. Ask how frequently the agency can respond to capacity changes.
Shortlisting a physiotherapy marketing partner?
Compare Kydos' service scope with your other proposals.
View Kydos pricingFrequently asked questions
Should a physio agency focus on local SEO?
Usually local search is important for appointment-led clinics, but the mix should reflect your catchment and services.
Should the agency manage Google Business Profile?
Clarify this explicitly, including updates, optimisation and reporting responsibilities.
Do I need paid search?
It can be useful for high-intent demand, but it should be evaluated against competition, budget and booking capacity.
Who approves health content?
Your clinic should agree a clinical review process before publication.
What conversions should be tracked?
Relevant calls, forms and booking actions are stronger measures than visits alone.
Should the agency build landing pages?
If landing pages are required, confirm who writes, designs, develops and maintains them.