Bespoke nine-page WordPress build for Jenny Richmond Studio — a women's health and sports therapy practice in Wigan. Four treatments, four pages, hand-written MedicalBusiness and MedicalTherapy schema, and a warm clay palette that looks nothing like a clinic.
Jenny Richmond Studio is a women's health and sports therapy practice on Canal Street in Wigan, run by Jenny Richmond BSc (Hons). The work is genuinely specialist — the Natal Check, scar therapy, manual lymphatic drainage and 1:1 Pilates — and it carries a 5.0 rating from 77 reviews.
The problem was framing. Described as sports therapy, the practice sat in the same bucket as every massage business in the borough, competing on price for searches it did not want. The treatments people genuinely could not find locally — postnatal checks, scar work after surgery, lymphatic drainage — were invisible, buried inside a general services list.
The brief: lead with the women's health work, give each treatment its own page and its own search, and build something warm enough that a woman researching a postnatal problem late at night feels reassured rather than processed. No stock photography, no clinical blue, and no price list inviting people to compare on cost before they understand what they need.
Every Mako Digital case study includes a complete build specification — the actual technical decisions that made the project what it is.
Every Mako Digital build follows a documented approach — consistent across every project, calibrated to each client’s industry, brand, and customer journey.
The practice could have been sold as another sports-therapy clinic competing on price with every other one in the borough. Instead the site leads on the things almost nobody else locally offers properly — the postnatal check, scar therapy, manual lymphatic drainage and 1:1 Pilates. That is a narrower audience and a far less crowded search, and it lets the practice be the obvious answer rather than the fourth option.
Health websites default to cold blues, stock photography and stethoscopes. This one is built on a warm clay palette — off-white, sand, terracotta and sage on soft charcoal — with commissioned flat illustration instead of stock imagery, and a rounded display face paired with a clean body sans. A woman researching a postnatal issue at 11pm should feel reassured, not processed.
There is no SEO plugin on this site at all. Titles, meta descriptions, canonicals, Open Graph tags and the entire schema graph are emitted by the theme — MedicalBusiness for the practice, an individual MedicalTherapy entity for every treatment, a Person entity for Jenny herself, opening hours, FAQ markup, breadcrumbs, and an AggregateRating carrying a genuine 5.0 from 77 reviews. Nothing bloated, nothing duplicated, and no plugin to break at the next update.
Each treatment has a full page rather than a paragraph on a services list, with its own copy, its own FAQ set feeding page-level FAQ schema, and its own MedicalTherapy entity. Somebody searching "manual lymphatic drainage Wigan" or "scar therapy after a c-section" lands on a page written for exactly that question instead of a generic treatments page trying to be all four things at once.
Prices are deliberately kept off the site. For treatment work the first conversation matters more than a number on a page, so the build leads with credentials, a testimonial conveyor of real client feedback, and a trust bar of practice statistics — then makes enquiring easy. A hand-built form with proper server-side validation, no third-party form plugin, and no data leaving the site to a service the practice does not control.
If we wouldn’t put it on our own business, we wouldn’t put it on yours.The Mako Digital Standard
Jenny Richmond Studio Case Study: Mako Digital designed and built a bespoke nine-page WordPress website for Jenny Richmond Studio, a women's health and sports therapy practice in Wigan, Greater Manchester. The build delivered a hand-coded theme with no page builder and no SEO plugin — titles, meta descriptions, canonicals and a complete schema graph are emitted by the theme itself, including MedicalBusiness, a MedicalTherapy entity per treatment, Person markup for the practitioner, FAQ markup and an AggregateRating carrying a genuine 5.0 from 77 reviews.
This is the build we point therapists, physiotherapists, osteopaths and clinics at when they ask how a treatment-led practice should be structured online. See our web design for physiotherapists page, web design in Wigan, or visit the case study archive for more examples.
A bespoke nine-page WordPress website for a women's health and sports therapy practice in Wigan. Hand-coded theme, no page builder and no SEO plugin — the theme emits its own titles, meta descriptions, canonicals and a complete schema graph. Four treatments each get a full page, and the build includes a testimonial system, a trust bar, a per-page FAQ engine and a hand-written enquiry form.
Yes, and it is one of our stronger sectors because health searches reward proper structure. See our pages on web design for physiotherapists, osteopaths and chiropractors. The Jenny Richmond build is the worked example of how we approach a treatment-led practice.
Because a plugin is a generic solution to a specific problem. Yoast and similar tools output a broad schema graph that rarely matches what a specialist practice actually is. Writing it by hand meant we could declare MedicalBusiness, a MedicalTherapy entity for each individual treatment, and a Person entity for the practitioner — markup that describes this practice precisely. It is also less code, fewer database calls and one less thing to break.
Not always, and on this build we deliberately did not. For treatment work where the right course of care depends on an assessment, a price list invites people to compare on cost before they understand what they need. The site leads with credentials, real reviews and clear explanations of each treatment instead, and makes the enquiry easy. For practices with fixed, simple pricing we would advise the opposite — it depends on the business.
Five-page bespoke builds start from £999, with larger multi-treatment builds like this one priced on scope. Everything is hand-coded and owned outright — no monthly platform fee, no page-builder licence, no plugin subscriptions holding the site together. See five-page website design for what is included as standard.
That is exactly why they each get their own page. A single treatments page listing four therapies competes with itself and ranks strongly for none of them. Four dedicated pages, each with its own copy, its own FAQs and its own MedicalTherapy schema, can each rank for their specific search — and someone searching a very particular problem lands on a page that answers it directly.
Yes. Mako Digital is based in Wigan at 6 Seven Stars Road and works across the borough and the wider North West. See our Wigan web design page, or the case study archive for more local builds.
Yes. Jenny Richmond Studio is a women's health and sports therapy practice based on Canal Street in Wigan, offering the Natal Check, scar therapy, manual lymphatic drainage and 1:1 Pilates. The live site is at jennyrichmond.co.uk.
If the Jenny Richmond build is the kind of work that fits your practice, these are the closest peers in our portfolio — personal-service businesses where trust does the selling.
Bespoke practice builds from £999+. Same approach as the Jenny Richmond build — a page per treatment, hand-written medical schema, real reviews doing the selling, and no plugin stack holding it together.
