SportsFit Health and Rehab runs five clinic websites that all need a steady stream of SEO content to compete in local search. Writing blogs in-house was pulling practitioners and admin away from patient care. We built a weekly automated pipeline powered by Anthropic Claude - the team submits topics, and on-brand drafts land in Google Docs ready for review every week.
Client
SportsFit Health and Rehab
Industry
Sports Physiotherapy
Tools Used
5 sites
Clinic websites supplied
with weekly drafts
Weekly
On-brand SEO drafts
generated automatically
1 input
A topic list from the
team is all that's needed
The Problem
SportsFit Physio operates five clinic websites, each needing a steady stream of SEO content to stay competitive in local search across their Sydney service areas.
The team was writing blogs manually in-house - researching topics, drafting articles, and formatting content across five different sites. It was time-consuming work that pulled practitioners and staff away from their core focus.
The volume required to keep all five websites consistently publishing made the manual approach unsustainable - output was inconsistent, publishing frequency slipped, and the cost in staff hours kept climbing.
The Solution
We built a weekly automated blog generation system powered by Anthropic Claude, trained on SportsFit's clinic guidelines, brand voice, and content standards.
The team simply provides the topics they want covered each week. Claude handles the research and drafting, and fully formatted blog posts arrive in Google Docs - on-brand, structured for SEO, and ready for review before publishing across all five websites.
What happens automatically
Team drops topics into a Google Sheet
Make.com triggers on schedule each week
Claude drafts each blog in SportsFit's voice
Drafts land in Google Docs, organised by site
Team reviews and publishes - no writing from scratch
How It Works
The team submits topics to a Google Sheet
Each row captures a blog idea - topic, target site, and any specific angle - so the team controls editorial direction without touching the automation.
Make.com runs on a weekly schedule
The scenario picks up new topics, aggregates them, and prepares each one to be passed through to Claude alongside SportsFit's brand voice and content guidelines.
Claude drafts a full SEO blog per topic
Anthropic Claude generates a complete blog post for each topic - written in SportsFit's voice, structured for search performance, and respecting the clinic's content standards.
Drafts are delivered to Google Docs, ready to publish
Each completed draft is created as a Google Doc, organised so the team knows which website it belongs to. All that's left is a final review and publish across the five sites.
Key Design Decisions
Trained on the clinic's own guidelines
Claude is prompted with SportsFit's brand voice document, editorial standards, and clinical tone preferences. The output reads like an in-house piece, not generic AI content.
Team controls the editorial agenda
Topics come from practitioners and admin - the people who actually know what patients are asking about. AI handles the drafting, not the strategy.
Built for SEO structure, not just prose
Each draft follows a structure designed for local search performance - clear headings, intent-matched intro, and natural keyword placement, so the team isn't reformatting after the fact.
Human review before anything goes live
Drafts land in Google Docs, not directly on the websites. The team reads, edits, and publishes - so every piece still gets a clinical eye before it represents the brand.
Under the Hood
A Google Sheets trigger feeds the week's topics into the scenario. Each topic is aggregated, enriched, and passed to Claude with SportsFit's voice and SEO brief. The completed draft is then created as a Google Doc and the topic row updated so nothing is generated twice.
Make.com scenario - Google Sheets topic intake to Claude content generation to Google Docs delivery
The Results
Before
Blog content written manually in-house
research, drafting, formatting - all by hand
Time-consuming work across five sites
staff time spent writing instead of treating
Inconsistent output and frequency
publishing slipped when the team got busy
Unsustainable content volume
five sites is too much for a manual workflow
After
Drafts generated automatically every week
no one writes from scratch any more
Team provides topics - AI handles the rest
staff time refocused on review and publishing
Consistent weekly drafts, on-brand every time
trained on SportsFit's own voice guidelines
A repeatable pipeline across all five sites
scales with the business without scaling headcount
The Numbers
5
Clinic websites supplied with content
Weekly
Cadence of on-brand drafts delivered
1 input
A topic list is all the team has to provide
0
Blogs written from scratch by staff
The Impact
SportsFit now has a repeatable content pipeline producing on-brand SEO blog drafts across all five websites every single week - without anyone on the team writing from scratch. Because the system is trained on the clinic's own guidelines and voice, the output reads like their team wrote it. Staff review and publish - the heavy lifting is done automatically, and the websites stay consistently fed with the kind of content that earns local search rankings.
