increase in conversion rate
400% Conversion Rate Increase for Private Hospital
The private hospital was attracting strong website traffic, but conversions were underperforming.
The Challenge
Visitors were landing on key pages but leaving without taking action, limiting revenue growth and patient enquiries.
At the same time, rising customer acquisition costs meant the existing strategy wasn’t sustainable. They needed a smarter way to convert existing traffic while increasing visibility for high-value treatments.
The Business
A leading private hospital in London and one of the UK’s largest independent charitable healthcare providers. The organisation offers a wide range of specialist treatments and services.
The Goal
The goal was to increase website conversion rates and generate more patient enquiries without relying solely on increased ad spend. They also wanted to improve visibility for profitable services and reduce cost per acquisition.
The Strategy
Search-Ready Website
We partnered with the client’s web development team to ensure the new website was built on strong Search Engine Optimisation (SEO) foundations. This ensured the site was technically sound, easy to navigate, and aligned with how patients search. From day one, we set up the website to attract and convert high-intent traffic.
Turn Search Demand into Traffic
Improving on-site content was a key strategy to increase ranking and traffic. We built a search-led content marketing strategy focused on real patient questions, using clear, everyday language instead of complex medical terms. High-performing blog content attracted thousands of visitors while building trust and authority.
We amplified this with targeted digital PR. We collected proprietary data on “private healthcare vs NHS” through surveys and secured placements in publications read by the hospital’s ideal audience. This increased visibility, earned high-quality backlinks, and strengthened search rankings across key service pages.
Capture and Convert High-Intent Leads
We optimised Google Ads campaigns to increase visibility for high-value services and capture demand at the point of intent. Ad copy and targeting were refined to improve click-through rates (CTRs) and drive more qualified enquiries. This ensured paid media worked alongside SEO to deliver consistent, scalable conversions.
The Results
The website’s conversion rate increased by over 400%, turning existing traffic into a far more effective source of patient enquiries. Visitors were no longer dropping off; they were taking action, from booking appointments to submitting enquiries. This shift delivered significantly more value from the same traffic, reducing reliance on increasing ad spend.
Search and ad visibility scaled rapidly, with total impressions increasing from 1.09 million to 1.73 million. This growth was driven by stronger rankings, expanded keyword coverage, and more effective paid campaigns. As a result, the hospital became one of the most visible private healthcare providers in London across both organic and paid search.
High-value service pages saw substantial growth, with one key page reaching 3,200 monthly visits after previously having no visibility. At the same time, supporting content consistently drove thousands of additional visitors, with top blog posts generating up to 4,500 visits per quarter. This combination of service and content growth created a steady pipeline of high-intent users ready to convert.
Related Work
Search marketing campaigns that drive real results.
