Aline Baroli: caring for the body with hands that listen
Aline Baroli is a physiotherapist, and her work depends on something that is hard to communicate: trust. When she came to me, she had an established practice - orthopaedic physiotherapy, RPG (global postural re-education), manual lymphatic drainage, a lipoedema protocol, therapeutic massage - and no organised way of showing it online.
Bookings came in one by one over WhatsApp, and the same questions were asked every day: what is RPG? do you treat lymphoedema? do you do home visits? And one detail changed everything: some of her patients do not speak Portuguese as their first language.
The challenge
A health website has to resolve two tensions at once. It has to be welcoming, because people looking for physiotherapy almost always arrive in pain or recovering from surgery. And it has to be specific, because the decision only happens when people recognise their own case in the list of treatments.
The catalogue was the tricky part. More than fifteen treatments spread across three different worlds: rehabilitation, lymphatic care and wellbeing. Dumping them into a single menu made it impossible to read. Hiding everything behind a generic services page cost valuable searches, because someone who types "lipoedema protocol" into Google wants to land on exactly that page, not on a list.
There was also a channel that already existed in the business but not on the site: companies, which book quick massage for events and wellbeing sessions for their teams.
The approach
I started with the language before starting with the design. "Caring for your body with hands that listen" became the central promise because it says, in one sentence, what sets Aline apart: individual attention instead of a one-size-fits-all protocol. The whole identity - warm palette, calm typography, real photography instead of stock images - was built to support that sentence.
Then I organised the catalogue into three clear families, with names patients understand: physiotherapy and rehabilitation, drainage and lymphatic care, massage and wellbeing. Each treatment got its own space, explained in plain language, with who it is for and how it works.
Booking and WhatsApp are always within reach, at the top and throughout the page. In a field where the decision is emotional and often urgent, making someone hunt for the contact details means losing the appointment.
Finally, the site started speaking Portuguese, English and Spanish, and gained a section for companies, with an offer separate from individual appointments.
The technical solution
The site is multilingual from the ground up, with three complete versions (PT, EN, ES), its own addresses for each language and correct signals for search engines, instead of automatic translation laid over the page.
Each treatment has its own page, which serves two goals at once: there is room to explain it properly, and it creates specific entry points for local search. Technical SEO was included from the start, with local business structured data, a sitemap and image optimisation at build time.
The design was validated on mobile first, where most of these searches happen, and only then scaled up to desktop. Hosting, domain, email and maintenance stay on my side, so Aline does not have to think about infrastructure.
The result
An online presence that conveys trust and care, with obvious paths to book an appointment: in three languages, with every treatment explained, WhatsApp one tap away and a separate door for companies.
The practical difference is easy to describe. The site stopped being a business card and became part of the work: it answers the recurring questions before the first appointment, and people arrive already knowing what to expect.
The takeaway
In a health business, the website does not sell treatments, it sells the feeling of being in good hands. When the identity is calm, the information is specific and booking is always one click away, conversion stops being a trick and becomes a consequence.