Healthcare SEO Case Study: Improved Conversion Rate from 1.2% to 4.8% in 5 Months for an ENT Clinic in Washington DC
In 2025, an ENT clinic in Washington DC worked with Goforaeo to increase website conversion rate from organic and local traffic. The clinic name is anonymized due to an NDA, and the metrics below come from GA4, Google Search Console, call tracking, and appointment form reporting for the dates listed.
Snapshot of Results
Timeframe: May 12, 2025 to October 12, 2025
Location: Washington, DC
Before vs after results:
- Conversion rate: 1.2% to 4.8% (GA4 conversion rate for primary actions)
- Monthly organic sessions: 1,680 to 2,240
- Monthly inquiries (calls + forms): 20 to 108
- Call clicks from mobile: 110 to 420 per month
- Appointment form submissions: 9 to 54 per month
- Top converting pages: 3 to 11 pages contributing meaningful inquiries
Context and Starting Point
The clinic already had traffic, but conversions were weak. Users landed on service pages, scrolled, and left without calling or booking. This usually happens when the page doesn’t match the intent clearly, CTAs are hidden, trust signals are missing, or forms feel too long on mobile.
We focused on conversion first, while keeping SEO improvements running in parallel. The goal was to increase actions from the same traffic, then scale traffic once the funnel worked.
Measurement Setup and Baseline
We fixed tracking before making changes. Conversion rate improvements only matter if tracking is clean. We defined conversions as calls and appointment requests and ensured those were recorded consistently.
What we set up
- GA4 events for click to call, appointment clicks, and form submissions
- Call tracking to separate organic calls vs GBP calls
- Heatmaps and session recordings to spot friction (Microsoft Clarity or Hotjar)
- Search Console page and query segmentation for ENT services
- A Looker Studio dashboard with weekly notes for each change
Primary conversions tracked
- Call clicks on mobile and desktop
- Appointment request form submissions
- Appointment scheduling link clicks
- Direction requests when paired with visit patterns
Diagnosis: Why the Site Wasn’t Converting
We ran a conversion audit across the top landing pages. The biggest issue was not traffic quality, it was page clarity and friction. People were interested, but the site didn’t make the next step obvious.
Key issues found
- CTAs were below the fold on mobile and easy to miss
- Forms were long and asked for too much too early
- Phone number was not sticky and wasn’t repeated near key sections
- Service pages were written like brochures, not decision pages
- Trust signals were buried: reviews, credentials, insurance, outcomes
- Page speed issues caused higher drop off on mobile
- Navigation pulled users away instead of guiding them to book
- Appointment options were unclear: same day, insurance, telehealth, etc
Strategy Overview
We used a CRO plus SEO alignment approach. First we fixed conversion friction on the highest traffic pages. Then we improved trust and clarity so users felt confident to book. Finally we added intent matched content and internal linking to bring more qualified traffic.
Workstreams
- Conversion audit and funnel tracking cleanup
- Page layout and CTA redesign for mobile first booking
- Trust signal upgrades and reassurance messaging
- Form simplification and call flow improvements
- SEO updates to align pages with high intent queries
- Ongoing testing and iteration based on weekly data
High Impact Conversion Improvements
We focused on changes that improve conversion rate without needing more traffic. Most improvements were shipped first on the top 5 landing pages, then rolled out sitewide.
CTA and layout changes
- Added a sticky click to call button on mobile
- Placed a primary CTA above the fold on key service pages
- Repeated CTAs after major sections like symptoms, treatments, and FAQs
- Reduced distraction by simplifying navigation on high intent pages
- Added clear “Book an appointment” and “Call now” messaging based on device
Form improvements
- Reduced form fields to only what’s needed for first contact
- Added dropdowns for service type to route leads faster
- Added reassurance copy about response time and privacy
- Improved error handling and confirmation messages
- Added a faster secondary option: request a callback
Trust and reassurance upgrades
- Added insurance accepted and payment clarity near CTAs
- Added clinician credentials and experience highlights above the fold
- Embedded review snippets and testimonial highlights on key pages
- Added “what to expect” sections to reduce uncertainty
- Added urgency framing for pain and breathing related services without exaggeration
Speed and UX improvements
- Compressed images and reduced heavy scripts on service templates
- Improved Core Web Vitals on mobile pages
- Simplified headers, spacing, and font sizing for scan readability
- Reduced popups that were interrupting the booking flow
SEO Changes That Supported Higher Conversions
We also improved intent matching so visitors were more qualified. Better intent traffic usually converts better, so SEO and CRO were tied together.
SEO work completed
- Improved page titles and metas to attract “ready to book” clicks
- Added service specific FAQs based on Search Console queries
- Strengthened internal links from blogs and condition pages to service pages
- Built clearer pages for high intent services like sinus, ear infection, tinnitus, sleep apnea screening, hearing tests
- Improved schema where eligible: LocalBusiness, Physician, FAQ
Landing Pages We Prioritized
We started with the pages driving the most organic sessions and where intent was highest. These are usually the easiest wins for conversion improvements.
Top priority pages
- Sinus treatment
- Hearing tests and hearing loss
- Tinnitus care
- Ear infection and ear pain
- Sleep related ENT issues
- General ENT appointment page
Timeline With Dates, Monthly Numbers, and Natural Notes
May 12 to May 31, 2025
We cleaned tracking, audited top landing pages, and shipped quick CTA fixes for mobile.
Month end metrics:
- Conversion rate: ~1.2%
- Inquiries (calls + forms): ~20
- Call clicks: ~110
June 2025
We simplified forms, added stronger above the fold CTAs, and added trust blocks near booking actions.
Month end metrics:
- Conversion rate: ~2.1%
- Inquiries: ~44
- Call clicks: ~190
July 2025
We improved page speed, removed booking friction, and expanded FAQs and intent sections on key service pages.
Month end metrics:
- Conversion rate: ~3.0%
- Inquiries: ~63
- Call clicks: ~270
August 2025
We expanded conversion upgrades to more pages, refined messaging based on recordings, and strengthened internal links into service pages.
Month end metrics:
- Conversion rate: ~3.9%
- Inquiries: ~82
- Call clicks: ~340
September 2025 to October 12, 2025
We doubled down on top converting pages, improved CTA placement, and refined form routing to speed up lead response.
Month end metrics:
- Conversion rate: ~4.8%
- Inquiries: ~108
- Call clicks: ~420
Before and After Proof Summary
Conversion rate increased because the booking path became clearer, faster, and more trustworthy. CTAs became easier to find, forms became shorter, and service pages matched intent better. As a result, the same traffic produced far more calls and appointment requests.
- Conversion rate: 1.2% to 4.8%
- Inquiries: 20 to 108 per month
- Call clicks: 110 to 420 per month
- Appointment forms: 9 to 54 per month
Tools Used
GA4, Google Search Console, call tracking, Looker Studio, Microsoft Clarity or Hotjar, PageSpeed Insights, Lighthouse, Screaming Frog.
What Made It Work
The biggest lift came from removing friction and adding clarity. People were ready to book, but the site didn’t guide them. Once CTAs were visible, trust cues were clear, and forms were faster, conversion rate climbed steadily.
Key takeaways
- Fixing conversion friction often beats chasing more traffic
- Mobile first CTA placement drives most healthcare leads
- Trust signals near CTAs increase action rate
- Faster pages reduce drop off and improve lead flow
Short Client Testimonial
“We finally saw traffic turning into real calls and appointment requests consistently. The difference was immediate once the pages were simplified.”
Operations lead, Washington DC ENT clinic
Disclaimer
The client identity and identifying details are anonymized due to NDA and healthcare privacy considerations. Metrics are accurate for the timeframe stated, but results vary by competition, device mix, seasonality, and how quickly the clinic follows up with leads.