Untangling The Buyer Journey And Unlocking More Revenue

The problem

Clinic owners arrived at a homepage that led with Continuing Education. The primary navigation, hero CTAs, and page structure all assumed the visitor was a physical therapist looking to learn , not a business owner evaluating practice management software. Tier 3 buyers had to hunt for the right path, and most didn't bother.

What I did

I introduced a clear "I run a clinic" entry point on the homepage that visibly outranked education paths. This wasn't a minor navigation tweak, it was a fundamental shift in how the homepage acknowledged different visitor intents.

I also created a secondary Patient Engagement page to separate HEP/Telerehab (a lower-ARPU product often bundled with education) from the core Practice Management path. This gave each product its own conversion surface and prevented Patient Engagement from diluting the Tier 3 demo motion.

The homepage now routes clinic owners directly into a demo-first evaluation experience with US-relevant language (cash-based practices, multi-location operations, operational efficiency) so buyers recognize fit instantly.

The result

Tier 3 buyers no longer had to decode an education-first homepage. The path from "I run a clinic" to "Book a demo" became direct, visible, and frictionless.

The problem

The pricing page was doing three jobs at once:

• Helping clinic owners evaluate Practice Management
• Showing CE subscribers what their membership included
• Providing a login shortcut for existing users

This created three problems:

• High-intent Tier 3 buyers couldn't tell how to proceed. Generic "Get started" CTAs didn't signal whether they'd enter a demo flow, a free trial, or a self-serve signup.
• Pricing behavior was uninterpretable. Page visits inflated engagement metrics but suppressed conversion because the page mixed evaluation, access, and login intent.
• US buyers hit regional pricing confusion. The pricing page mixed currencies and markets, so buyers couldn't tell which plan applied to them.

What I did

I restructured the pricing page to segment by intent and market context:

• Practice Management evaluation (Tier 3) routes into a demo-first path with clear "Book a quick demo" CTAs
• Education/HEP access separates CE membership pricing from operational software evaluation
• Telerehab access gets its own distinct positioning

I replaced generic "Get started" actions with intent-specific CTAs so each visitor type knows exactly what happens next.

For US Tier 3 buyers specifically, I ensured they were routed into demo-first evaluation paths (not self-serve assumptions) and that pricing language reflected US market realities (cash-based practices, insurance independence, operational ROI).

The result

The pricing page stopped being a decision bottleneck. Tier 3 buyers could immediately see how to book a demo. CE learners could access membership details without noise. Pricing behavior became interpretable, and therefore optimizable.