A personal brand site that stays inside health advertising rules
A personal brand website for a physiotherapist practising in Kartal, built to earn trust within strict health-profession advertising rules and lead visitors to a booking.
- Product
- Mert Erim — Physiotherapist
- Field
- Healthcare
- Year
- 2026
- Live at
- fztmerterim.com
Problem
Advertising for health professionals is tightly regulated: patient testimonials, before/after imagery, superiority claims, and treatment guarantees are all off-limits. Most physiotherapist sites either don't know what they're allowed to say and end up as a bare business card, or drift past the line without realising it.
Requirement
The site had to build trust through verifiable facts rather than subjective praise: education, certifications, professional sports club experience. A visitor needed to recognise their own issue in a specialty area and then reach a booking in a single step. Content also had to stay sustainable — the client publishing a new blog post without touching code.
→Solution
We built the content architecture around evidence instead of praise: the degree, certifications, and first-team club experience are stated plainly, without numeric framing. Specialty areas sit on one page as comparable cards rather than separate pages, so a visitor can match their own situation quickly. The booking call (phone and WhatsApp) is one tap away from every section. For the blog, we set up an editorial panel behind basic authentication that never touches GitHub directly — the client sends a new post over WhatsApp, and publishing happens through the panel.
How we approached it
- 01
Turned the red lines of health-profession advertising regulation — patient testimonials, before/after imagery, superiority claims, treatment guarantees — into a checklist and read every piece of copy against it before publishing.
- 02
Built trust through verifiable facts instead of subjective claims: the degree, an international certification, professional club experience.
- 03
Presented specialty areas as cards on a single page, so a visitor can find the one that matches their complaint and contact directly from there.
- 04
Placed the booking call (phone + WhatsApp) at the end of every section, so visitors never have to scroll back up.
- 05
Wired the blog publishing flow to a GitHub-backed, basic-auth-protected panel — the client never needs to know code or git.
- 06
Built the site bilingually in Turkish and English, since the degree programme itself was taught in English and the area has a real base of foreign residents.
Screens
Outcomes
We keep outcomes qualitative rather than claim numbers we haven't measured.
Regulatory compliance by structure
The boundaries were met by designing the content architecture around them from the start, not by editing copy after the fact.
Evidence-based trust
The page builds trust through the degree, certifications, and professional club experience rather than subjective praise.
Booking in a single step
Phone and WhatsApp are reachable from every section, so visitors never have to backtrack.
Code-free content flow
A new blog post can go live through the panel without the client ever needing to know code or GitHub.
Built with
- Next.js
- React
- TypeScript
- Tailwind CSS
- MDX
- Keystatic
- Vercel
Related services
If you have a question, let us start there.
Tell us what you are trying to do. On the first call we will tell you whether we are the right fit, roughly how long it takes and how we would approach it. No sales pitch.
orsenyazilim@gmail.com