Illustrative sample — production packs use live public research for your niche.
Structure example · fictional
Sample pack: Web studio → small US clinics
Fictional structure example of a Starter-style pack. Names are made up — why included notes mirror the kinds of public signals used in production research.
Illustrated for: Northline Studio (fictional web studio)
Independent and small-group medical clinics in the US (dental, PT, dermatology, primary care) with 1–5 locations.
Why this ICP
Many still run on outdated brochure sites or generic templates. They care about booking, patient trust, and looking current — not enterprise redesigns.
Positive signals
·Site looks outdated or mobile-awkward
·No clear online booking path
·Local SEO / Google Business presence is weak
·Recently opened a second location
Not a fit
·Hospital systems and large MSOs
·Clinics already with in-house marketing teams
·Pure telehealth / app-first providers
Sample companies
10 fictional accounts — names and details made up for this demo
Cedar Ridge Family Dental
Location
Boise, ID
Type
Dental · 2 locations
Why included
Public site still shows dated layout cues (~mid-2010s look); appointment path is phone-only with no self-serve booking CTA above the fold.
Fox Hollow Physical Therapy
Location
Madison, WI
Type
PT · 1 location
Why included
Google reviews strong; marketing site is a generic template, heavy imagery, and awkward on narrow mobile viewports.
Summit Dermatology Group
Location
Asheville, NC
Type
Derm · 3 locations
Why included
Third location announced publicly; location pages use mismatched logos/colors and different phone treatments.
Harbor Primary Care
Location
Portland, ME
Type
Primary care · 1 location
Why included
Homepage leads with PDF links and long paragraphs; ‘new patients’ intent buried below fold with no clear Book path.
Willow Creek Orthodontics
Location
Fort Collins, CO
Type
Ortho · 2 locations
Why included
Parent-focused messaging on social; website has no patient portal or online forms link in primary nav.
Bright Path Pediatrics
Location
Richmond, VA
Type
Pediatrics · 1 location
Why included
Practice advertises growth; public appointment form returns an error / dead endpoint when submitted.
Oak & Stone Chiropractic
Location
Spokane, WA
Type
Chiro · 1 location
Why included
Active Instagram with polished creative; website stock photos and typography don’t match that brand quality.
Riverbend Eye Care
Location
Chattanooga, TN
Type
Optometry · 2 locations
Why included
Second location opened recently; both locations share one outdated WordPress theme with thin location-specific content.
Maple Grove Women's Health
Location
Ann Arbor, MI
Type
OB-GYN · 1 location
Why included
Privacy/HIPAA language present; patient journey still depends on call-only scheduling and dense text blocks.
Pinecrest Urgent Care
Location
Tucson, AZ
Type
Urgent care · 3 locations
Why included
Multi-location urgent care; site doesn’t surface wait-time or location chooser — visitors must hunt for each clinic.
10 fictional accounts — names and details made up for this demo
Company
Location
Type
Why included
Cedar Ridge Family Dental
Boise, ID
Dental · 2 locations
Public site still shows dated layout cues (~mid-2010s look); appointment path is phone-only with no self-serve booking CTA above the fold.
Fox Hollow Physical Therapy
Madison, WI
PT · 1 location
Google reviews strong; marketing site is a generic template, heavy imagery, and awkward on narrow mobile viewports.
Summit Dermatology Group
Asheville, NC
Derm · 3 locations
Third location announced publicly; location pages use mismatched logos/colors and different phone treatments.
Harbor Primary Care
Portland, ME
Primary care · 1 location
Homepage leads with PDF links and long paragraphs; ‘new patients’ intent buried below fold with no clear Book path.
Willow Creek Orthodontics
Fort Collins, CO
Ortho · 2 locations
Parent-focused messaging on social; website has no patient portal or online forms link in primary nav.
Bright Path Pediatrics
Richmond, VA
Pediatrics · 1 location
Practice advertises growth; public appointment form returns an error / dead endpoint when submitted.
Oak & Stone Chiropractic
Spokane, WA
Chiro · 1 location
Active Instagram with polished creative; website stock photos and typography don’t match that brand quality.
Riverbend Eye Care
Chattanooga, TN
Optometry · 2 locations
Second location opened recently; both locations share one outdated WordPress theme with thin location-specific content.
Maple Grove Women's Health
Ann Arbor, MI
OB-GYN · 1 location
Privacy/HIPAA language present; patient journey still depends on call-only scheduling and dense text blocks.
Pinecrest Urgent Care
Tucson, AZ
Urgent care · 3 locations
Multi-location urgent care; site doesn’t surface wait-time or location chooser — visitors must hunt for each clinic.
Sample emails
Placeholders like {{first_name}} are filled per contact in a real pack. Copy sells the illustrated client's offer — not Outbound Desk.
Email 1 — Intro
Subject: Quick note about {{clinic}}'s website
Hi {{first_name}},
I came across {{clinic}} while looking at clinics in {{city}} that are accepting new patients.
Your reviews look strong — the site itself feels a bit behind that reputation (especially on mobile / booking). We help small clinics get a clean, patient-friendly site without a six-month redesign.
Would a short 15-minute look at what we'd change be useful? Happy to send a one-page sketch first if that's easier.
Best,
{{sender}}
Northline Studio
Email 2 — Follow-up
Subject: Re: {{clinic}} site — sketch attached idea
Hi {{first_name}},
Following up briefly. I put together a rough note on three things that usually move the needle for clinics like yours:
1. Clear "Book / Call" path above the fold
2. Location pages that match how patients actually search
3. Faster mobile load (most new-patient traffic is phone)
If useful, I can turn that into a simple before/after sketch for {{clinic}} — no pitch deck, just the page.
Worth 15 minutes next week?
{{sender}}
Email 3 — Breakup
Subject: Should I close the loop?
Hi {{first_name}},
I'll keep this short — I've reached out a couple of times about {{clinic}}'s site and don't want to clutter your inbox.
If timing is off, no problem. If you'd rather I send a quick sketch and leave it there, just reply "sketch" and I'll do that.
Either way, wishing you a good quarter.
{{sender}}
Tracker sheet
Example rows from the pack tracker — statuses are illustrative.
Cedar Ridge Family Dental
Contact
Practice manager
Channel
Email 1
Status
Sent
Next step
Follow-up Day 4
Fox Hollow Physical Therapy
Contact
Owner PT
Channel
Email 1
Status
Opened
Next step
Email 2
Summit Dermatology Group
Contact
Office manager
Channel
Email 1 + LI note
Status
Replied — ask for sketch
Next step
Send sketch
Harbor Primary Care
Contact
MD / owner
Channel
Email 1
Status
Bounced
Next step
Find new contact
Willow Creek Orthodontics
Contact
Patient coordinator
Channel
Email 1
Status
Queued
Next step
Send Tue AM
Bright Path Pediatrics
Contact
Practice manager
Channel
Email 2
Status
Sent
Next step
Wait 5 days
Example tracker rows for this sample pack
Company
Contact
Channel
Status
Next step
Cedar Ridge Family Dental
Practice manager
Email 1
Sent
Follow-up Day 4
Fox Hollow Physical Therapy
Owner PT
Email 1
Opened
Email 2
Summit Dermatology Group
Office manager
Email 1 + LI note
Replied — ask for sketch
Send sketch
Harbor Primary Care
MD / owner
Email 1
Bounced
Find new contact
Willow Creek Orthodontics
Patient coordinator
Email 1
Queued
Send Tue AM
Bright Path Pediatrics
Practice manager
Email 2
Sent
Wait 5 days
Want a pack like this for your niche?
Boutique studios with founder-led sales — send a short brief: what you sell, who you sell to, which package. We reply with fit and timeline. No fake lead counts.