When Birmingham institution, BHSF, came to us to help promote their private Medical Practice in the heart of Birmingham’s business district their brief was clear – a modernised website and signposting to find it.
Given their central location, the practice is popular with working professionals in the city centre but the majority of their bookings come through their website. For time poor on-the-go professionals it was essential the site worked seamlessly on mobile with simplified contact forms for usability.
Our strategic web build approach started with developing a site map to simplify the UI. Using data from Google analytics we were able to determine the most popular services and streamline the navigation. Working with the brand guidelines, we built an accessible desktop and mobile experience that brings across the professionalism of the practice itself.
In terms of driving customers to the site, a review of the PPC tactics demonstrated that the account needed an overhaul. The key to effective PPC is relevancy, so we used this as our focus when running a full audit, assessing the ad copy as well as keyword effectiveness and targeting strategies – refreshing where necessary.
It’s all in the numbers! Having put our new strategy live this autumn, we have improved the PPC results significantly. We’ve seen a huge 80% increase in impressions since the summer, meaning more and more potential patients have been seeing the ad. There was also a 43% increase in clicks since we refreshed the ad copy, highlighting the increased relevancy. Moreover, this also resulted in a 39% increase in conversion rate, sealing the deal and generating more enquiries for the practice. The practice also improved their market position with a 14% uplift in search impression share.
Check it out here.