WebsiteSEOStrategyHealthcare
Website rebuild around one clear next step
Multi-branch dental clinic
The problem
The clinic was getting steady branded search traffic, but the website had no booking path above the fold, no service-level pages, and a contact form buried three clicks deep. Staff answered the same questions on the phone all day.
The objective
Turn existing traffic into booked appointments without increasing ad spend, and make each service findable on its own.
My role
Strategy, site structure, on-page SEO, copy direction, and implementation oversight.
Strategy
- Mapped the patient journey from symptom search to booked appointment.
- Prioritized the Conversion stage first — the funnel was leaking after interest, not before it.
- Split one generic services page into individual service pages built around real patient questions.
- Added a single, repeated primary action rather than four competing buttons.
Work completed
- Site structure and wireframes for home, service, and location pages
- On-page SEO: titles, headings, internal links, schema for each branch
- Booking form simplified from 11 fields to 5
- Frequently asked questions turned into indexable content
Results
- Enquiry form completions became the clinic's most-tracked action for the first time
- Each service now has its own indexable page and internal link path
- Front-desk staff report fewer repeat phone questions already answered on the site
Tools used
WordPressGoogle Search ConsoleGoogle Analytics 4Looker Studio
What I took from it
Traffic problems are often conversion problems wearing a disguise. Checking the Conversion stage first saved this client months of unnecessary content work.