About the client
The client is a heart and vascular centre offering a wide range of heart and vascular expertise. Its internationally recognised specialists have trained in leading centres in the UK, USA, Canada and Australia.
The challenge
Cardiovascular centres across the region face two linked problems: raising awareness of why heart and vascular health matters, and turning that awareness into leads that become patients. The client wanted its website to do several jobs at once: bring in more traffic, educate the public about heart health, and capture the interest of visitors who might go on to enquire.
What we did
We used four connected methods.
Content marketing. We created informative posts, articles and infographics about heart health.
SEO. We optimised website content and structure to rank better, using relevant keywords, building links from reputable sites and making sure the site worked well on mobile.
Social media. We shared helpful content, ran targeted ads and engaged followers on Facebook and Instagram.
Lead generation. We added lead capture forms and ran targeted campaigns on Facebook.
Reporting. The client received data on website visits, page views, unique visitors and traffic sources; social engagement and form submissions; SEO performance, covering keyword rankings, organic traffic and domain authority; and campaign data such as cost per click, click-through rate and lead conversion rate.
Results
Over 12 months:
- website traffic grew 41%;
- average keyword ranking improved by 13.75 places.
Results in context
| Metric | Result | Period |
|---|---|---|
| Website traffic | +41% | 12 months |
| Average keyword ranking | 13.75 places higher | 12 months |
Both figures cover the 12-month project. Traffic is the change in website visits. The ranking figure is the change in average keyword ranking, expressed as places gained in Google results.
In healthcare, people tend to search for symptoms and conditions before they search for a specialist. Higher rankings for those terms, together with the educational content that supports them, put the centre in front of people earlier in their search, and traffic shows whether more of them reached the site. The reporting also covered form submissions and lead conversion, but the source gives results for traffic and rankings only.
The source does not give the starting traffic or list which keywords were tracked.
Key takeaways
- In healthcare, education and lead generation belong together. People search for symptoms and conditions before they search for a specialist.
- Content that answers real questions improves rankings and gives visitors a reason to enquire.
- Reporting that covers rankings, traffic and leads shows what is working.
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