01 / Research
Eleven answers before a single logo
Typeform, 14 and 15 December 2025. Eleven completed responses, plus a second round where people voted on the identity directions. Core respondent: 26 to 35, mostly male, with a real share of women.
Brand influence on choosing a clinic came back at 4 to 8 on a 1 to 10 scale. Asked what the branding alone made a session look like it cost, people said 36 to 38 €. The clinic charges 35 €.
11
Completed survey responses
5
Identity directions put in front of people
35 to 37 €
Most accepted price band per session
45 min
Session length most people picked
0
Votes for modern facilities as a reason to choose
Five directions, one survey
Five names were explored. The client kept AMG Fisio. Variant 4 won the vote: forest green, serene purple, earthy cream.
What people felt, in their words
«Serenidad, profesionalidad y modernidad, quizás faltaba algo de calidez»
«Estilo claro y colores neutrales»
«Parece pixel art y no lo veo acorde al servicio»
Variant 4 won: the one surveyed and interviewed clients kept choosing. It became the final identity, forest green with serene purple over earthy cream.
The company values, set with the CEO
These four came out of the survey and out of Alberto's own read of where AMG Fisio goes: toward a younger public, innovation and premium quality, without losing his large base of conservative patients.
VALUE 01
Wellbeing
Care that patients can feel. The most tagged feeling in the survey, and the promise the brand leads with.
VALUE 02
Innovation
Technology and new techniques over hospital routine. The pull toward the younger patient Alberto wants to win.
VALUE 03
Naturalness
Organic, calm, human. What keeps the clinic welcoming for its large base of conservative, long-standing patients.
VALUE 04
Premium, contemporary
Premium quality without luxury posturing. Exclusivity got zero tags, nobody wanted a spa.
Why people pick a clinic
Order of importance as ranked by respondents. Bar length shows rank, not vote share.
The palette, in the proportions the book fixes
- #6a994d forest green, 40%, dominant
- #f2e8d0 earthy cream, 35%, backgrounds
- #8a79b6 serene purple, 15%, accents
- Deep purple, a darker cut of #8a79b6, 7%, buttons
- #d0bddd lavender, 3%, details
- #a6c958 lime, gradient stop
The purple is the Valladolid flag. It keeps the clinic away from hospital blue and away from neon sports green, and the survey backed it: premium enough to hold a 35 € price, warm enough that nobody read it as a spa.
02 / Scope
One brief, three deliverables
The December 2025 proposal split the work into branding, web with local SEO, and the management software the clinic would run day to day. Framer was the original plan for the site. The build shipped on Astro instead.
PILLAR 01
Branding
- Logo and variants
- Business cards
- Storefront vinyls
- NFC and QR review system
PILLAR 02
Web and local SEO
Site, information architecture, keyword plan per URL, schema, Google Business Profile.
PILLAR 03
Software
QClinics for appointments, patient records and invoices verifiable under Verifactu.
Who walks in
Four segments came out of the survey, blended with Valladolid market averages. Each became a user persona, the personas clustered the treatments and services, and that clustering is the local SEO structure itself.
48 to 54%
One-off injury recovery
An ankle, a sciatica, a tendinitis. They search the symptom, not the clinic.
- Clustered by pathology
- Feeds the /servicios-fisioterapia/ hub and its spokes
- Buys the 45 min star session
22 to 30%
Wellbeing and lifestyle pain
Desk necks, chronic backs, jaw tension. They search for relief, or for a technique they heard about.
- Clustered by technique
- Feeds the /tecnicas-fisioterapia/ hub
- The warm, calm side of the brand speaks to them
17 to 25%
Athletes and training recovery
Runners and cyclists. Every athlete surveyed wanted a biomechanics assessment.
- Clustered by sport
- Feeds the /fisioterapia-deportiva-valladolid/ hub
- Buys the extended 60 min session
17 to 20%
Recurring health clients
Monthly maintenance, padel overloads, periodic contractures. Loyalty is the product.
- Clustered around continuity
- Packs, monthly plans and home visits exist for them
- The in-clinic QR review loop keeps them close
Survey blended with Valladolid market averages. Ranges, not point estimates.
What the clinic decided to sell
45 min session
The star product. 35 € in clinic.
60 min for athletes
Every athlete surveyed wanted a biomechanics assessment.
Packs and monthly plans
People book once or two to three times a month. Bonos fit that rhythm.
Home visits
45 €, toggleable from the admin panel.
«En AMG FISIO diseñamos recuperaciones con resultados visibles, no solo tratamos lesiones… Tu recuperación deja de ser una caja negra para convertirse en un camino transparente hacia tu bienestar.»
03 / Identity
The brand book, page by page
- The mark starts from Reiswar and gets redrawn on a 1:1/6 modular grid. Read it once and it is an oversized F. Read it again: two hands over a patient on the couch, and a health cross that never has to announce itself.
- Ten logo files ship with the book: primary and secondary imagotype, solid colour, black and white, green ground, dark ground, gradient on dark, the isotype set and the bare wordmark.
- The book also says no. Never more than three colours together, no lavender in important text, no green and purple at 50/50, no deep purple across large areas.
04 / Facade and print
The client said no, then chose from six
The first proposal kept the glass dark and open. Alberto asked for something simpler, and for full interior privacy.
The brief changed: every pane covered from the inside with translucent frosted-effect vinyl. Six pre-designs followed, each with a different vinyl print, cut and install cost. July 2026.
A laser-cut vinyl QR pointing at amgfisio.com also went into the clinic, so in-clinic signage feeds both bookings and Google reviews.
05 / Website
A funnel two levels deep
- Every public page prerenders to HTML. Googlebot and the AI crawlers get the content without executing a line of JavaScript, and the LCP is a served file.
- Server rendering is reserved for the admin panel. Nothing a patient sees depends on it.
- The CMS is files: JSON config plus Markdown. No database to keep alive for a five-page-a-month blog.
40
Route files in the project
30
Public pages
18
Local-SEO landing pages
57
Commits, 21 Apr to 25 Aug 2026
Three hubs, eighteen spokes
-
/servicios-fisioterapia/
By pathology, 5 spokes
- Cervical pain
- Lumbar pain
- Knee
- Hip
- Post-surgery
-
/tecnicas-fisioterapia/
By technique, 5 spokes
- Manual therapy
- Therapeutic exercise
- TENS electrotherapy
- Pressotherapy
- Dry needling
-
/fisioterapia-deportiva-valladolid/
Sports, 6 spokes
- Running
- Cycling and biomechanics
- Return to play
- Injury prevention
- Recovery
- Assessment
Depth rule: any landing page reaches a booking in two levels. Plus a home-visit hub, blog, about, contact and legal pages.
The live site, not a screenshot
Both frames load the production site. If they do not render, visit amgfisio.com directly.
The SEO plan, and what shipped
A 50 KB architecture document written in December 2025 fixed, per URL, the primary and secondary keywords, the intent, the meta title and description with character counts, the H1 to H3 outline, the brief, the schema and the KPI. The shipped site matches it almost one to one.
| Layer | Shipped URL | Schema on the page |
|---|---|---|
| Home | / |
LocalBusiness, MedicalBusiness, HealthAndBeautyBusiness |
| Hub | /servicios-fisioterapia/ |
BreadcrumbList, FAQPage |
| Spoke | /servicios-fisioterapia/cervicalgia-dolor-cervical-valladolid/ |
BreadcrumbList, FAQPage, MedicalProcedure |
| Hub | /tecnicas-fisioterapia/ |
BreadcrumbList, FAQPage |
| Hub | /fisioterapia-deportiva-valladolid/ |
BreadcrumbList, FAQPage |
| Service | /fisioterapia-domicilio-valladolid/ |
BreadcrumbList, MedicalProcedure |
The business schema is triple-typed and carries address, geo, three opening-hour blocks and an offer catalog.
Accessibility, audited 24 Aug 2026
43
Findings from the formal audit, all applied
24 → 0
Phantom tab stops removed from the mega menus
17.96:1
Focus ring contrast, #181428
4.97:1
Worst case on the retuned CTA gradient
The brand green failed AA as a button. Killing it would have broken the identity two months after the book shipped, so the gradient got a darker stop at #a6c958 and the label moved to a darker text token. Green stayed, contrast passed.
Consult mode for the packs
Alberto prices bonos in conversation. The admin panel has a consult mode, on by default, that masks the price and pulls the page from the sitemap. Switch to a fixed price or the calculator and the page reactivates itself.
Analytics behind consent
GA4 with Consent Mode v2 and Clarity both wait for consent. Cookie and privacy policies were rewritten. The booking proxy is pinned to the EU region in Paris and logs no patient data.
Component discipline: 8 unused components deleted, 4 documented ones shipped. BookingOverlay, BookingAside, BookingBar, CookieConsent.
06 / Booking
The clinic's software, inside the brand
QClinics is the software that runs the clinic day to day: appointments, patient records and invoices verifiable under Verifactu. Alberto had worked with it for years before this project existed.
So the decision was to adapt the tool, not replace it. His workflow stays exactly as he knows it.
For patients, sending them to a third-party domain mid-booking loses the brand and some trust with it. The booking lives in an overlay on amgfisio.com, with QClinics rendered inside an iframe.
-
The flow died at 419
Platform cookies are SameSite=Lax. Inside a cross-site iframe the browser refused to send them, the CSRF token never matched, and every booking ended in an HTTP 419.
-
Make it same-origin
A reverse proxy on
/amgfisioand/build/*serves the platform from the clinic's own domain. The session cookies become first-party, so Lax stops blocking them. -
Booking completes
The flow runs end to end without a domain switch. reCAPTCHA was checked and does not block it. With JavaScript off, the overlay degrades to a plain link to the platform.
The overlay itself
Focus trap, Escape to close, the rest of the page marked inert while it is open. The visitor never leaves amgfisio.com.
/full-gas, the admin panel
Server rendered, noindex, password from an env var. It edits hours, prices, the booking URL, the home-visit toggle (off by default) and three pack-pricing modes, plus the blog. A cron pings /api/keepalive every three days. Deliberately cut down to what Alberto actually needs.
07 / Measurement
Wired, watching, no numbers yet
The site went live on 25 August 2026. Everything below is setup and plan. Reporting real figures this early would be noise.
STACK
What is wired
- GA4 with Consent Mode v2
- Microsoft Clarity
- Google Search Console
- Google Business Profile, created for the clinic
- Bing Webmaster Tools, which feeds Copilot, ChatGPT search and Perplexity
GEO
Tactics for AI answers
- Entity-consistent NAP everywhere the clinic appears
- FAQ blocks backed by FAQPage schema
- Answer-first service copy
- Static HTML that AI bots can read without JavaScript
- The Business Profile as the local entity anchor
KPIs
What I will watch
- Impressions and clicks per hub
- Profile calls and direction requests
- Booking overlay opens against completed bookings
- WhatsApp clicks
- Scroll depth on the landings, in Clarity