324.81% increase in contact form submissions from organic traffic
Client Overview
A leading private healthcare provider in Northern Ireland who specialises in personalised treatments ranging from pregnancy scans to cryotherapy. The clinic also covers a broad spectrum of health services, including dermatology, cardiology, and gynaecology.
The Brief
In June 2023, the clinic approached us during a major transition from a niche health-focused clinic to a general private healthcare provider. As part of their rebranding, they aimed to improve their organic visibility, attract more inquiries, and establish themselves as a trusted authority in private healthcare. We were tasked with performing a comprehensive SEO audit and providing recommendations for building a new website.
The Strategy
Website Audit
We conducted an in-depth SEO audit of their existing website and online presence in June 2023, focusing on non-brand keywords to compete with other private healthcare clinics across Northern Ireland. After 6 weeks of auditing target keywords, content, on-page SEO, user experience (UX), technical SEO, and competitor analysis, we presented a detailed SEO report with actionable insights.
SEO Strategy
Building on the audit insights, we developed a 12-month SEO strategy and project plan that included extensive keyword research, mapping target keywords to specific pages, redesigning the website’s architecture, and creating a 12-month content calendar. The calendar focused on developing new service pages tailored to the specific treatments and services offered by the clinic.
Page & content creation
Once the content calendar was finalised, we prepared detailed outlines and briefs for new pages each month. These content outlines focused on targeting specific keywords for each page. Our in-house content team then produced optimised content for those pages.
On-page improvements
As part of the page outlines and content briefs, we optimised the on-page SEO by refining title tags, meta descriptions, and permalinks. These changes helped the website better target key search terms, boosting its organic visibility on Google.
The Results
Over a 12-month period (August 2023 – August 2024), we expanded the site from 17 to 52 pages – an increase of 205%. These pages cover the key services and treatments our client provides.
From April 2024 to September 2024, non-brand traffic increased by 859.02% compared to the previous six months (October 2023 to 31st March 2024), with clicks rising from 388 to 3,721 for highly relevant search terms. The clinic now ranks in the top 10 positions on Google for more than 40 high-value, non-brand keywords.
This includes high-ranking keywords such as:
- private healthcare clinic Northern Ireland
- private gp Northern Ireland
- smear test Northern Ireland
- dermatologist Northern Ireland
The increase in keyword visibility and organic traffic has resulted in a 324.81% rise in contact form submissions, growing from 258 to 1,096, when comparing 1st April to 30th September to the previous six months.