The Practice Site Conversion Playbook

Most professional services websites were built when the visitor was warm. They Googled you, clicked your ad, or got a referral. By 2026 that visitor is increasingly cold: routed in by an AI Overview, a ChatGPT citation, a Perplexity answer. They land with no warm-up, on a page that has 8 seconds to convert. This playbook is the page architecture that converts cold AI-routed traffic across doctor, lawyer, and home service practice sites. Plus a working Next.js 16 skeleton repo (5 page archetypes, 10 reusable components, 3 vertical configs, schema and tracking pre-wired) you can clone in an afternoon.

• 5 page archetypes every professional practice site needs: home, service, location, contact, about-the-practitioner
• Conversion copy patterns by archetype with vertical examples for doctors, lawyers, and home services
• Form design done right: which fields to ask, HIPAA-safe structures for medical, bar-rules-safe for legal