Case Study: Turning a Brand-Dependent Physiotherapy Site into a Patient-Acquisition Engine

The challenge

The clinic group had been operating for six years, but its website depended almost entirely on branded searches, so it reached people who already knew the clinics and few who didn’t. Service pages were thin, at about 150 words each, and nothing on the site answered the questions patients actually search for. The site was also slow on mobile.

Paid search had the same problem. Google Ads spend was high, but every ad sent traffic to the homepage, so visitors had to hunt for the service they wanted and few booked.

Goals: grow non-branded organic traffic, increase online appointment requests, and lower the cost per booking in paid search.

What we did

1. Technical SEO audit. We fixed mobile speed issues and duplicate title tags.
2. Service page rewrite. We rewrote 12 service pages with clear treatment information and FAQs. The clinic’s licensed physiotherapists reviewed every page for accuracy.
3. Patient-education content. We published 20 articles targeting question-based searches.
4. Google Ads restructure. We rebuilt the account into service-specific ad groups, each with a dedicated landing page.
5. Easier booking. We added click-to-call and a simplified appointment request form.

Organic traffic more than doubled, and appointment requests nearly tripled. Paid search became markedly more efficient, with each booking costing $23 less.

Lessons learned

• Clinical content needs expert review, so plan for it. Licensed review slowed the first six weeks, but it kept the content accurate and trustworthy, which matters in healthcare.
• Landing page match drove the biggest paid-search gain. Sending each ad group to a page about that exact service did more for cost per booking than any other change.
• Removing friction compounds. A faster mobile site, click-to-call, and a shorter form made it easier for the new traffic to convert.

Client details are withheld for confidentiality.