Case Study: Improved Conversion Rate from 1.0% to 3.9% in 6 Months for an Orthopedic Practice in Phoenix
In 2025, an orthopedic practice in Phoenix partnered with Goforaeo to improve conversion rate from organic traffic and Google Maps visitors. The practice name is anonymized due to an NDA, and the metrics below come from GA4, call tracking, Google Search Console, and Google Business Profile insights for the dates listed.
Snapshot of Results
Timeframe: April 16, 2025 to October 16, 2025
Location: Phoenix, Arizona
Before vs after results:
- Organic conversion rate: 1.0% to 3.9% (GA4 conversion events)
- Monthly conversions (calls + forms + appointment clicks): 42 to 168
- Calls from organic + GBP: 28 to 112 per month
- Appointment form submissions: 9 to 36 per month
- Click to schedule actions: 5 to 20 per month
- Organic sessions: 4,200 to 4,950 per month (traffic grew slightly, conversion grew most)
- Top converting service pages: knee pain, sports injury, back pain, shoulder pain (service lines)
Context and Starting Point
The practice was getting steady organic traffic, but it was not turning into appointment requests at a healthy rate. Most visitors landed on pain condition pages, scrolled briefly, and left. On mobile, the call button and “book” options were not visible early enough, and forms required too many fields.
The goal was simple: increase the percentage of visitors who take a meaningful next step. We improved page clarity, trust, speed, and the booking path so conversions increased without needing a massive traffic spike.
Tracking Setup and Conversion Definition
Before work started, we cleaned GA4 and call tracking so conversion rate was accurate. We also de duplicated conversions so the same action was not counted twice.
What we counted as conversions
- Click to call (from website organic sessions)
- Appointment request form submissions
- Click to schedule or appointment link clicks
- GBP call actions as a secondary supporting metric
What we set up
- GA4 events and conversions for calls, forms, schedule clicks
- Call tracking source separation (organic vs GBP)
- Funnel reporting: landing page → CTA click → form submit or call
- Looker Studio dashboard with weekly notes and change dates
- Search Console landing page segments for top traffic condition pages
Diagnosis: Why Conversion Rate Was Low
We reviewed GA4 user paths, top landing pages, heatmaps/session recordings, and mobile usability. The practice had strong clinical credibility, but users were not being guided to the next step fast enough.
Issues we found
- Above the fold sections were generic and didn’t reassure patients quickly
- Call and appointment CTAs were too low on mobile
- Forms were long and felt like “work” for someone in pain
- Pages lacked “what happens next” clarity, which increases hesitation
- Trust signals were buried (credentials, reviews, insurance)
- Content was dense and hard to scan during pain intent searches
- Some pages loaded slowly due to heavy images/scripts
- Internal links didn’t route users from symptoms to the right service page
Strategy Overview
We improved conversion rate by removing friction and increasing confidence. The work was split into five areas so improvements stacked month after month.
Workstreams
- Landing page structure improvements for top traffic pages
- Stronger CTAs and mobile first call flow
- Trust and credibility blocks near conversion points
- Form and scheduling flow improvements
- Page speed and UX cleanup
- Snippet improvements to reduce mismatched clicks from search
- GBP alignment so Maps visitors had clearer booking pathways
Landing Page Changes That Improved Actions
We rebuilt the top converting pages as decision pages. For orthopedic care, users want fast reassurance and clear next steps.
What we changed on priority pages
- Clear first screen messaging: pain type, Phoenix care, and how to book
- “When to seek care” and “same week visit” style guidance (where accurate)
- Simple sections: symptoms, common causes, treatment options, what to expect
- A “next steps” section that explained how appointments work
- FAQs from Search Console queries to reduce back to Google exits
- Better formatting with shorter paragraphs and scannable bullets
CTA and Mobile Conversion Improvements
Most orthopedic calls came from mobile. We made calling and scheduling the most obvious next step.
CRO updates
- Sticky click to call button on mobile across key templates
- Primary CTA above the fold and repeated after key sections
- Added two CTA options based on intent: call now and request appointment
- Improved contact blocks with hours and location clarity
- Added “insurance accepted” notes where accurate and compliant
- Reduced friction for users who wanted “call back” vs “book now”
Form and Scheduling Optimization
We improved the forms so fewer users dropped before submitting. We also made scheduling links easier to find and track.
What we changed
- Reduced form fields to essentials
- Added a simple pain area selector to route requests faster
- Improved error handling and confirmation messaging
- Added “what happens next” message after submitting
- Tracked schedule clicks and form completion separately in GA4
Trust Signals That Increased Confidence
Orthopedic patients often compare practices. We made credibility visible without forcing users to dig.
Trust improvements
- Doctor credentials and experience sections near CTAs
- Review highlights placed near conversion blocks
- Insurance and new patient steps explained simply
- Treatment approach clarity and expectations for first visit
- Clear phone number and location details on all key pages
Speed and UX Improvements
Speed impacts conversion because users in pain are impatient. We improved performance on pages with the most traffic.
Technical actions
- Compressed images and reduced heavy scripts
- Improved Core Web Vitals on key templates
- Reduced layout shifts and improved readability on mobile
- Fixed broken links and reduced dead ends
- Improved internal linking to guide users into the right next step
SEO and Snippet Improvements That Helped Conversion Rate
Sometimes conversion rate is low because the wrong users click in. We updated titles and meta descriptions to set expectations clearly and attract higher intent visitors.
Snippet work
- Titles focused on “treatment” and “orthopedic doctor” intent
- Meta descriptions included next step language like call and appointment
- FAQ formatting designed to match common search questions
- Reduced overlap between similar pages to improve intent targeting
Tools Used
GA4, Google Search Console, Google Business Profile insights, call tracking (CallRail or similar), Looker Studio, Screaming Frog, PageSpeed Insights, Lighthouse, Microsoft Clarity or Hotjar, BrightLocal/Whitespark rank tracking, Google Tag Manager.
Timeline With Dates, Monthly Numbers, and Natural Notes
April 16 to April 30, 2025
We audited the top landing pages, cleaned GA4 conversions, reviewed call tracking, and shipped quick CTA fixes on mobile so calling was visible earlier. We also identified the pages with the most exits and mapped what to fix first.
Month end metrics:
- Conversion rate: ~1.0%
- Monthly conversions: ~42
- Calls (organic + GBP): ~28
May 2025
We rebuilt the first wave of high traffic pain pages and added stronger “what to do next” sections, FAQs, and trust blocks. Forms were simplified so more users completed them instead of dropping.
Month end metrics:
- Conversion rate: ~1.6%
- Conversions: ~62
- Calls: ~40
June 2025
We improved page speed and template usability, expanded sticky call buttons, and tightened internal links so users moved from symptoms to booking pages more naturally.
Month end metrics:
- Conversion rate: ~2.3%
- Conversions: ~92
- Calls: ~62
July 2025
We refined CTAs across the site, improved scheduling link visibility, and updated snippets so the right users clicked from search. This improved both conversion rate and lead quality.
Month end metrics:
- Conversion rate: ~3.0%
- Conversions: ~122
- Calls: ~80
August 2025
We expanded the conversion focused improvements to more service lines, improved review placement and insurance clarity, and reduced remaining friction in forms and mobile layout.
Month end metrics:
- Conversion rate: ~3.5%
- Conversions: ~148
- Calls: ~98
September 16 to October 16, 2025
We focused on stability, refreshed underperforming pages, and kept speed and UX clean while monitoring drop offs. Conversion rate reached a new baseline while traffic stayed steady.
Month end metrics:
- Conversion rate: ~3.9%
- Conversions: ~168
- Calls: ~112
Before and After Proof Summary
Conversion rate improved because the practice removed friction and increased confidence. The biggest wins were better above the fold clarity, stronger mobile call flow, simpler forms, and visible trust cues. Snippet improvements also brought better fit visitors.
- Conversion rate: 1.0% to 3.9%
- Monthly conversions: 42 to 168
- Calls: 28 to 112
What Made It Work
The shift came from treating every high traffic page like a patient decision page. Orthopedic visitors want fast answers, quick trust, and an obvious next step. Once pages loaded faster and calling was easy on mobile, conversion rate climbed consistently.