Project 03 — 2026
— CASE STUDY
A webinar funnel page that brought in 400+ registrants in three days
Healing the Heel Webinar Page — Central Massachusetts Podiatry — Healthcare
— THE CHALLENGE
Dr. Pelto had a webinar and a script ready to go, but nowhere for it to live. There was no registration page, no replay page, and no way to capture the people who'd see it promoted across YouTube, Facebook, and Instagram.
Without a dedicated page, every dollar and hour spent promoting the webinar had nowhere to convert.
— WHAT I DID
I built the full registration and replay page from scratch in three days, and helped shape the structure of the page itself — with Dr. Pelto's approval — around how his patients actually arrive at heel pain content.
The script and medical content were his. My job was building the page around it so it did the converting.
Most people landing on this page had already Googled their heel pain and tried what came up — and it hadn't worked. The page needed to say that back to them before it said anything else.
— THE APPROACH
Ordering the page around what patients already tried
With Dr. Pelto's script and content already written, the structural decision was where each piece belonged — and in what order it would meet someone who'd already tried the obvious fixes and had them fail.
Research
Drew on patterns from the practice's patients — most had already tried Google-searched remedies that didn't hold.
Strategy
Decided the page should open by naming those failed remedies, not by introducing something new first.
Structure
Mapped the order with Dr. Pelto's approval: myths → his framework → the protocol → patient stories → the offer.
Content Integration
Fit Dr. Pelto's existing script and analogies into that structure without rewriting his medical content.
Design
Designed the page to feel credible and calm rather than like a typical hard-sell webinar funnel.
Build
Built the registration and replay flow, connected to the practice's existing platform.
Launch
Shipped ahead of the promotion push across YouTube, Facebook, and Instagram.
Research
Reviewed drop-off points with the front-desk team.
Strategy
Reframed the flow around symptoms, not internal terms.
Architecture
Mapped a path with one decision visible at a time.
Wireframes
Tested the new flow before visual design.
Design
Applied the visual system throughout the experience.
Development
Built the experience inside the client's platform.
Automation
Connected reminders and follow-ups to reduce no-shows.
Launch
Delivered documentation and post-launch support.
Jewel built our webinar page structure exactly the way we needed it — clean, fast, and clear. It's already become the page we plan to reuse for the next webinar in the series.
CENTRAL MASSACHUSETTS PODIATRY
— THE RESULT
400+ registrants from a page built in three days
— WHY THIS MATTERED
A one-time webinar became a repeatable channel
Promotion across three platforms only works if there's somewhere for that traffic to land and convert. Without this page, the practice would have been spending marketing effort with no way to capture the result of it.
Because the page and structure held up for the first webinar, it didn't need to be rebuilt for the next one — turning a single event into a format the practice can run again with the same topic, the same script, and the same page.
Meet people where they already are.
NOTES FROM THE STUDIO
— GALLERY
A closer look
The page opens by directly addressing the treatments patients had likely already tried — cortisone, stretching, heel spurs — before introducing anything new.
Dr. Pelto's treatment approach is broken into two plain phases, giving patients a concrete next step instead of a vague "it depends."
Real patient stories sit directly before the offer, so trust is established right before the page asks for a registration.
— REFLECTION
What I'd carry into the next project
WHAT I LEARNED
A page doesn't need new content to convert — sometimes the win is entirely in how existing content is ordered.
WHY THESE DECISIONS
Opening with what patients already tried (and failed) worked because it matched their actual mental state, not a generic sales structure.
IF I IMPROVED IT FURTHER
I'd build in more detailed tracking per channel, so YouTube, Facebook, and Instagram traffic could be compared instead of only totaled.
— MORE CASE STUDIES
Other projects worth a look.
Designing a focused landing page that helps patients find effective plantar fasciitis treatment.
Building a webinar funnel designed to educate patients and increase appointment bookings.
Editing engaging promotional videos and short-form content that elevate brand storytelling.
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