320% Increase in Organic Conversions for a US Healthcare Business

Business Type: B2C
Website Type: eCommerce
Service: Content Marketing, Email Marketing, PPC, SEO

What You Need to Know

  • 194% increase in organic traffic, year on year.
  • Organic conversions increased by +320% in seven months.
  • 12 new position-one rankings in six months, plus 8 new top 3 positions.

The Business

Our client is a US-based provider of healthcare devices. The business is successful, operating in nine cities across Kansas and Oklahoma. They also have a well-earned reputation and average 4.9 out of 5 on Google Reviews.

Our Objective

The client was interested in an online marketing strategy to match their ambitious growth targets. While their brick-and-mortar stores were doing well, their website wasn’t keeping up and growing at the expected rate. In fact, in the nine months before they started working with us, they had earned only 80k visitors to their website. While this wasn’t terrible by any stretch, it didn’t represent their growth potential. Our mission was to get our clients the sales and visibility they deserved.

How We Achieved It

The Package

We started on a large multichannel campaign which included Content Marketing, SEO, Email Marketing and PPC services.

The Strategy

To start with, we decided to work on the client’s site from a technical perspective. This meant a complete SEO Audit to identify and fix any serious issues that might be affecting performance. At the same time, we researched a set of target keywords and mapped them to existing pages on the client’s website. This allowed us to optimise each page for a specific target keyword and played a vital role in helping the client’s website rank for those keywords.

With the foundations laid, we moved on to the site’s content. We rewrote copy to align the site with our new target keywords, creating new pages where required to meet our audience’s needs. We both improved the site’s internal linking structure and dedicated time to building quality backlinks to support our rankings for competitive keywords.

We noticed many potential customers had questions that needed to be answered before they felt comfortable making a purchase. To help these potential customers move along to the next step in the buying funnel, we wrote blog content and created a knowledge base designed to answer those questions clearly. This work was supported by an ongoing email marketing campaign and a boost to traffic through paid ads.

The Results

The results were transformational for our client’s business. We saw immediate improvements to keyword rankings, culminating in twelve new keywords in position one. Visitors coming to the site through online search engines such as Google increased by 194% year on year. Total users saw a similar improvement, with users rocketing from around 80,000 in 2020 to 198,000 in 2021.

In terms of conversions, the results were even stronger. New visitors on the site were ready to buy. In just seven months, we saw conversions from organic traffic more than triple. Just as planned, we were hitting ambitious growth targets befitting the client’s business.

Screenshot of the Google Analytics of the US healthcare business.

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"Exposure Ninja is fantastic! No matter which member of the team I deal with, I am always talking to a true expert. They are passionate about their field, fun to work with and are brilliant at what they do."
Sarah Willingham
Sarah Willingham, Entrepreneur and "Dragon" on Dragon's Den