Healthcare Website Case Study: Improving Engagement Time with UX and Content in 6 Months
In 2025, a clinic in San Jose partnered with Goforaeo to improve on site engagement from organic and local traffic by making pages faster, clearer, and more intent matched. The clinic name is anonymized due to an NDA, and the metrics below come from GA4, Google Search Console, Google Business Profile insights, and speed reporting for the dates listed.
Snapshot of Results
Timeframe: April 3, 2025 to October 3, 2025
Location: San Jose, California
Before vs after results:
- Average engagement time: 40s to 2m 00s (GA4)
- Engaged sessions rate: 29% to 56%
- Pages per session: 1.2 to 2.1
- Bounce rate: 66% to 44%
- Organic sessions: 3,200 to 4,650 per month
- Monthly inquiries (calls + forms): 52 to 118
Context and Starting Point
The clinic had steady visibility, but visitors weren’t staying long enough to take action. Most exits happened on mobile, and many users didn’t scroll past the first section. This typically means the first screen doesn’t confirm intent, pages are hard to scan, or the site is slow.
We treated engagement time as a user experience and SEO quality signal. The plan focused on improving page structure, internal navigation, and speed, while also improving snippets so the right users clicked in.
Measurement Setup
Before changes, we validated GA4 setup and ensured engagement time wasn’t being distorted by tracking gaps. We also grouped top landing pages to see exactly where engagement was low.
What we set up
- GA4 events for scroll depth, CTA clicks, call clicks, and form submits
- Landing page reporting by service line and template type
- Search Console segmentation for high impression pages
- PageSpeed and Lighthouse reporting for mobile templates
- Looker Studio dashboard with weekly annotations
Diagnosis: Why Engagement Was Low
We reviewed top landing pages, compared them to the queries bringing traffic, and watched real user behavior through session recordings. The site had good information, but it wasn’t presented in a way that matched how users skim on mobile.
Key issues found
- Slow mobile load times on top templates
- Generic intros that didn’t confirm service and next step quickly
- Dense paragraphs and weak headings made pages hard to scan
- FAQs and decision sections were missing on key pages
- Internal links were weak, so users hit dead ends
- CTAs were inconsistent and sometimes below the fold
- Snippets were vague, bringing mismatched clicks
- Some pages had outdated or repetitive content, reducing trust
Strategy Overview
We improved engagement by focusing on three levers: speed, intent clarity, and guided pathways. Instead of redesigning everything at once, we fixed the highest impact landing pages first, then rolled patterns across the site.
Workstreams
- Speed and Core Web Vitals improvements
- Landing page content restructuring for readability
- Internal linking and “next step” pathways
- FAQ and intent section expansion using live query data
- CTR and snippet improvements to attract better fit clicks
- Conversion flow improvements to turn engagement into inquiries
Speed and Mobile UX Improvements
Faster pages reduce quick exits, especially in local healthcare where users are often on mobile and in a hurry.
What we did
- Compressed and converted images to lighter formats
- Reduced heavy scripts and removed unused plugins
- Improved caching and optimized critical CSS delivery
- Fixed layout shifts and stabilized fonts for better CLS
- Improved LCP by optimizing hero images and above fold elements
- Verified improvements using PageSpeed Insights and Lighthouse
Page Structure and Readability Improvements
We rebuilt page layouts for scanning. The goal was to make users find answers quickly, then move deeper into the site.
What changed on priority pages
- Rewrote above the fold to confirm service, San Jose relevance, and next step
- Added “common reasons patients visit” blocks matching real queries
- Broke content into short sections with clear headings
- Added visual lists and short bullet blocks where helpful
- Added FAQs pulled from Search Console queries
- Added “what to expect” sections to reduce uncertainty
- Moved CTAs above the fold and repeated after key sections
Internal Linking and Navigation Pathways
More engagement comes when users have clear next steps. We improved internal pathways so users moved from symptom pages to service pages and then to booking.
Linking actions
- Added related service blocks on top landing pages
- Built hub pages for core services
- Added contextual links from blogs and FAQs into service pages
- Cleaned orphan pages and fixed broken links
- Improved breadcrumbs and navigation for key templates
Snippet and Intent Match Improvements
Better engagement also comes from attracting the right clicks. We improved titles and meta descriptions so users knew what they would get before they landed.
Snippet work
- Updated titles to match service intent more clearly
- Improved meta descriptions with next step language
- Added FAQ style headings to improve snippet chances
- Reduced cannibalization so the best page ranked for each intent
Conversion Improvements That Followed Engagement
As engagement improved, we tightened conversion flow so attention translated into actions. We focused on mobile booking and calls.
CRO changes
- Sticky call button on mobile templates
- Simplified form fields and improved confirmation messaging
- Added trust cues near CTAs like credentials and reviews
- Improved contact blocks with hours, directions, and booking steps
Tools Used
GA4, Google Search Console, Google Business Profile insights, Looker Studio, Screaming Frog, PageSpeed Insights, Lighthouse, Microsoft Clarity or Hotjar, call tracking, BrightLocal or Whitespark rank tracking.
Timeline With Dates, Monthly Numbers, and Natural Notes
April 3 to April 30, 2025
We audited top landing pages, validated GA4 tracking, and shipped quick speed fixes on the highest traffic templates. We also mapped which pages had the lowest engagement so the first content updates hit the biggest leaks.
Month end metrics:
- Avg engagement time: ~40s
- Engaged sessions rate: ~29%
- Pages per session: ~1.2
- Monthly inquiries: ~52
May 2025
We rewrote above the fold sections and reorganized content into short, scannable blocks with clearer headings. CTAs were moved higher on mobile and repeated after key sections to reduce drop off.
Month end metrics:
- Avg engagement time: ~58s
- Engaged sessions rate: ~36%
- Pages per session: ~1.4
- Monthly inquiries: ~63
June 2025
We added FAQs using real Search Console queries and strengthened internal linking so users could move from symptoms to the right service pages. Navigation dead ends were cleaned up to keep sessions going.
Month end metrics:
- Avg engagement time: ~1m 14s
- Engaged sessions rate: ~42%
- Pages per session: ~1.6
- Monthly inquiries: ~76
July 2025
We expanded the same structure improvements across more service templates and improved mobile performance further. Snippets were also refined to reduce mismatched clicks from search.
Month end metrics:
- Avg engagement time: ~1m 32s
- Engaged sessions rate: ~48%
- Pages per session: ~1.8
- Monthly inquiries: ~91
August 2025
We refined content based on behavior recordings, improved related service pathways, and strengthened trust cues near CTAs so users stayed longer and took action more often.
Month end metrics:
- Avg engagement time: ~1m 49s
- Engaged sessions rate: ~52%
- Pages per session: ~2.0
- Monthly inquiries: ~104
September 3 to October 3, 2025
We focused on stability, refreshed underperforming pages, and tightened conversion flow on the highest traffic landing pages. Engagement reached a new baseline and held steady through the final month.
Month end metrics:
- Avg engagement time: ~2m 00s
- Engaged sessions rate: ~56%
- Pages per session: ~2.1
- Monthly inquiries: ~118
Before and After Proof Summary
Engagement improved because pages became faster, easier to scan, and better matched to intent. Stronger internal linking kept users moving through the site, and clearer CTAs turned attention into inquiries.
- Avg engagement time: 40s to 2m 00s
- Engaged sessions rate: 29% to 56%
- Pages per session: 1.2 to 2.1
- Monthly inquiries: 52 to 118
What Made It Work
The biggest change was clarity. Once the first screen confirmed intent, content was scannable, and users had clear next steps, engagement time rose steadily. Speed improvements prevented quick exits, and snippet improvements brought better fit visitors.
Disclaimer
The clinic identity and identifying details are anonymized due to NDA and healthcare privacy considerations. Metrics are accurate for the timeframe stated, but results vary based on traffic mix, seasonality, device mix, and ongoing site changes.