Case Study: Increased Appointment Form Submits from 25 to 110 Monthly in 7 Months for an ENT Practice in Atlanta
In 2025, an ENT practice in Atlanta partnered with Goforaeo to increase appointment form submissions from organic search and local traffic. The practice name is anonymized due to an NDA, and the metrics below come from GA4, Google Search Console, Google Business Profile insights, call tracking, and form analytics for the dates listed.
Snapshot of Results
Timeframe: March 10, 2025 to October 10, 2025
Location: Atlanta, Georgia
Before vs after results:
- Appointment form submissions: 25 to 110 per month
- Organic users: 1,050 to 3,420 per month
- Organic sessions: 1,520 to 4,860 per month
- ENT service page clicks (GSC): 240 to 980 per month
- ENT service page impressions (GSC): 7,800 to 26,400 per month
- GBP actions: 310 to 1,080 per month
- Calls from organic + Maps: 62 to 165 per month
Context and Starting Point
The practice already had patient demand, but most growth was coming from calls and branded searches. Forms were underperforming because many visitors landed on pages that were not designed to push the “request an appointment” action. Some high intent services didn’t have dedicated landing pages, and the form experience on mobile created friction.
Instead of chasing traffic alone, we focused on a conversion first SEO system. The goal was to bring in more high intent visits and make form submission the easiest next step.
Tracking and Measurement Setup
Before changing pages, we verified that “form submits” were tracked correctly and weren’t double counted. We also separated form starts from form completions to find drop off points.
What we tracked
- Appointment form views, starts, and completed submissions
- Call clicks and tap to call events (as a secondary conversion)
- Appointment scheduling link clicks (if a scheduler existed)
- Landing pages that drove form submits and assisted conversions
Tools and setup
- GA4 events for form view, form start, form submit
- Google Tag Manager to ensure clean firing and deduplication
- Call tracking for website vs GBP calls
- Search Console segmentation for ENT pages and query clusters
- Looker Studio dashboard with weekly conversion notes
- Heatmaps and recordings via Microsoft Clarity or Hotjar
Diagnosis: Why Forms Were Low
We reviewed the highest traffic pages, then watched session recordings on mobile and desktop. Most users were interested but dropped off due to unclear CTAs and form friction.
Key issues found
- The main CTA was “call” or “contact” but “request appointment” wasn’t clear
- Appointment CTAs were below the fold on key pages
- Forms were long and asked for too much upfront
- Mobile form fields were hard to use and error messages were confusing
- No reassurance near the form about response time or next steps
- Service pages were thin and didn’t answer common questions, so users bounced
- Internal linking didn’t route symptom searches into the right service page
- Snippets were generic, so some visitors weren’t the right fit
- GBP was not fully aligned to promote online appointment intent
Strategy Overview
We increased form submissions by improving three layers: bring in more high intent ENT traffic, route that traffic to the right pages, and remove friction in the form path.
Workstreams
- Build and improve ENT service pages for booking intent
- Expand long tail query coverage with FAQ and condition content
- Improve internal linking so users reach the right service page fast
- Improve CTA placement and messaging for form driven conversion
- Reduce form friction and improve mobile completion rate
- Align GBP to support “book online” behavior
- Improve trust signals so users feel safe submitting forms
SEO Work That Increased High Intent Traffic
We focused on the services and conditions that typically produce form submissions. For ENT, that often includes sinus issues, allergy care, hearing, dizziness, tonsil issues, sleep related concerns, and pediatric ENT.
Service pages built or rebuilt
- Sinus treatment and chronic sinusitis
- Allergy and congestion evaluation
- Hearing loss and hearing test pages
- Tinnitus evaluation
- Sleep apnea and snoring evaluation (if offered)
- Ear infection and ear pain pages
- Vertigo and dizziness evaluation
What we added to high converting pages
- Clear “request an appointment” CTA in the first screen
- Symptoms and “when to see an ENT” sections
- What to expect during the visit and testing process
- Insurance guidance and new patient steps
- FAQs built from Search Console queries
- Trust blocks near CTAs: credentials, reviews, and clinic process
Internal Linking and Page Routing Improvements
We created a routing system so users coming from symptom searches were guided to the right service page, and the service page guided them to the form.
Linking changes
- Added “related conditions” and “related services” blocks
- Linked blog posts into the right booking pages
- Improved navigation so top services were one click closer
- Built a small ENT hub page that links all major services
- Cleaned orphan pages and fixed broken internal links
Conversion Work: Form Optimization That Drove the 110 Submits
This was the biggest lever. We treated the form like a product funnel and removed the friction that caused drop offs.
Form changes we made
- Shortened the form to essential fields only
- Split long forms into smaller steps where needed
- Improved mobile field spacing, input types, and autofill support
- Rewrote labels in simple language and removed confusing medical terms
- Added clear error handling and reduced validation frustration
- Added confirmation messaging with expected response time
- Added privacy reassurance and “your info is secure” note (without over claiming)
CTA and placement improvements
- Request appointment button above the fold on top pages
- Repeated CTA after FAQs and before the footer
- Added sticky CTA on mobile: request appointment
- Created service specific CTA copy like “Request sinus evaluation”
- Reduced competing CTAs on pages where form was the goal
Trust and Reassurance Improvements
Users submit forms when they feel confident. We improved trust elements around the form and on service pages so it felt safe to take the next step.
Trust signals added
- Provider credentials and experience summary near form sections
- Review highlights placed near CTAs
- Insurance and accepted plans guidance
- Clear clinic address, hours, and what to bring
- “What happens after you submit” section
GBP Improvements That Supported Form Conversions
Maps traffic often assisted form submits. We aligned GBP to encourage online booking and to route visitors to the right landing pages.
GBP updates
- Expanded services and added short descriptions
- Added appointment URL with UTM tracking to measure impact
- Improved categories and attributes aligned to ENT services
- Started weekly posts that linked to the correct service pages
- Updated photos regularly to keep the profile active
Tools Used
GA4, Google Tag Manager, Google Search Console, GBP insights, call tracking, Looker Studio, Microsoft Clarity or Hotjar, Screaming Frog, PageSpeed Insights and Lighthouse, BrightLocal/Whitespark rank tracking, Semrush/Ahrefs.
Timeline With Dates, Monthly Numbers, and Natural Notes
March 10 to March 31, 2025
We audited the funnel, validated form tracking, reviewed recordings to find drop off points, and shipped quick CTA placement fixes on top landing pages. We also mapped the ENT keywords that usually lead to appointment requests.
Month end metrics:
- Appointment form submits: ~25
- Organic users: ~1,050
- ENT page clicks: ~240
- GBP actions: ~310
April 2025
We rebuilt priority ENT service pages around booking intent, expanded FAQs from real queries, and improved internal linking so traffic flowed into the pages designed to convert.
Month end metrics:
- Appointment form submits: ~38
- Organic users: ~1,420
- ENT page clicks: ~360
- GBP actions: ~440
May 2025
We shortened the form, improved mobile usability, and added reassurance content about response time and next steps. Snippets were improved to attract better fit visitors and reduce mismatch traffic.
Month end metrics:
- Appointment form submits: ~54
- Organic users: ~1,880
- ENT page clicks: ~510
- GBP actions: ~590
June 2025
We expanded condition pages for sinus and hearing intent, strengthened internal routing blocks, and launched a sticky “request appointment” CTA on mobile templates.
Month end metrics:
- Appointment form submits: ~72
- Organic users: ~2,350
- ENT page clicks: ~670
- GBP actions: ~740
July 2025
We improved conversion sections on top pages, reduced competing CTAs, and used heatmaps to refine placement and wording. The form completion rate improved as friction dropped.
Month end metrics:
- Appointment form submits: ~88
- Organic users: ~2,780
- ENT page clicks: ~820
- GBP actions: ~890
August 2025
We refined content based on query movement, expanded trust signals, and maintained GBP engagement so local visibility supported the same service pages driving form submits.
Month end metrics:
- Appointment form submits: ~101
- Organic users: ~3,120
- ENT page clicks: ~910
- GBP actions: ~1,010
September 10 to October 10, 2025
We focused on stability, refreshed underperformers, improved form error handling, and tightened the booking path for mobile users. Submissions reached a new baseline and held.
Month end metrics:
- Appointment form submits: ~110
- Organic users: ~3,420
- ENT page clicks: ~980
- GBP actions: ~1,080
Before and After Proof Summary
Form submissions grew because we increased high intent ENT traffic and made the appointment form easier to complete. Service pages were rebuilt to match booking intent, internal links routed users into those pages, and trust plus mobile UX improvements reduced hesitation.
- Appointment form submits: 25 to 110 per month
- ENT page clicks: 240 to 980 per month
- Organic users: 1,050 to 3,420 per month
- GBP actions: 310 to 1,080 per month
What Made It Work
The biggest driver was treating SEO and conversion as one system. When a page ranks and immediately makes the next step clear, form submissions rise. In this case, better service targeting, clearer CTAs, and a smoother mobile form funnel created steady month over month growth.