Case Study: Increased Appointment Calls from 60 to 210 Monthly in 6 Months for a Cardiology Clinic in Tampa
In 2025, a cardiology clinic in Tampa partnered with Goforaeo to increase appointment driven calls from organic search and Google Maps. The clinic name is anonymized due to an NDA, and the numbers below come from call tracking, Google Business Profile insights, GA4, and Google Search Console for the dates listed.
Snapshot of Results
Timeframe: May 12, 2025 to November 12, 2025
Location: Tampa, Florida
Before vs after results:
- Appointment calls (monthly): 60 to 210
- Calls from Google Business Profile: 38 to 142 per month
- Calls from website organic traffic: 22 to 68 per month
- GBP discovery searches: 2,600 to 8,100 per month
- GBP actions: 520 to 1,720 per month
- Organic clicks (GSC): 1,140 to 3,080 per month
- Top 3 local pack placements (tracked): 3 to 13 keywords
Context and Starting Point
The clinic had strong physicians and patient trust, but call volume from non branded searches was capped. Many searches like cardiologist near me, heart doctor Tampa, chest pain appointment, and echo test were either landing on broad pages or not landing on the best page. On Maps, the listing appeared but did not win actions consistently because services were not built out deeply and the profile did not look active.
We treated call growth as a full funnel problem. We improved visibility so the clinic showed up more often, and we improved conversion flow so calling became the easiest next step, especially on mobile.
Tracking and Call Attribution Setup
Before changes, we cleaned tracking so the clinic could verify the lift. We separated listing calls and website calls, and we reviewed call quality patterns so spam calls did not inflate results.
What we set up
- Call tracking with source attribution for organic and GBP
- GA4 events for click to call, appointment link clicks, and form submits
- GBP call and actions reporting
- Search Console segmentation for cardiology pages and queries
- Looker Studio dashboard with weekly notes and change dates
- A basic call log review to confirm appointment intent
Diagnosis: Why Appointment Calls Were Low
We audited GBP, service pages, citations, and mobile conversion flow. The clinic was credible, but signals were fragmented and conversion friction was high.
Key issues we found
- GBP categories and services did not fully cover key cardiology services
- Service pages were thin and didn’t match appointment intent
- Some high demand services had no dedicated page
- CTAs were not visible early on mobile and the call path was weak
- Citations had small NAP variations and a few duplicates
- Titles and meta descriptions were generic and didn’t earn clicks
- Pages were slow on mobile due to heavy images and scripts
Strategy Overview
We used a six month plan built around three levers: expand service coverage, strengthen trust and local signals, and improve mobile calling conversions.
Workstreams
- GBP rebuild for service discovery and call actions
- Cardiology service page rebuilds and new page creation
- Supporting content and FAQ blocks for long tail searches
- Internal linking system to push authority into call focused pages
- Citation cleanup for stable local rankings
- Mobile conversion improvements for click to call behavior
- Snippet and CTR improvements to attract higher intent clicks
Google Business Profile Improvements That Increased Calls
Most local cardiology searches end in a call from Maps. We optimized GBP to show up for more services and convert better.
What we improved
- Updated categories based on Tampa demand and competitor patterns
- Expanded services with short descriptions for key cardiology offerings
- Improved business description to highlight services and booking steps
- Added appointment URL with UTM tracking
- Weekly posts focused on availability, testing, and common heart concerns
- Consistent photos: exterior, interior, physician team, equipment, and patient friendly visuals
- Built Q&A coverage for common appointment questions
- Implemented a review request workflow and consistent review replies
Website Changes That Turned Visibility Into Appointment Calls
We rebuilt service pages as decision pages. Cardiology visitors want reassurance, clarity, and fast next steps.
Pages built or expanded
- General cardiology visits and new patient appointment page
- Chest pain and urgent evaluation guidance page (careful, non alarming language)
- EKG testing and what to expect
- Echocardiogram service page
- Heart palpitations evaluation page
- High blood pressure management page
- Cholesterol and heart risk visits page
What we added to top pages
- Clear above the fold: cardiology service, Tampa location, how to book
- When to call and what symptoms to mention
- What happens in the first visit and typical next steps
- Insurance, referral, and new patient steps explained simply
- FAQs pulled from Search Console queries
- Strong CTAs for call now and request appointment
- Trust cues near CTAs: physician credentials, reviews, and clinic process
Mobile Conversion Improvements
Calls grew the fastest once we removed mobile friction and made calling the default next step.
CRO updates
- Sticky click to call button on mobile service pages
- Call CTA moved above the fold and repeated after key sections
- Contact blocks improved with hours, directions, and booking steps
- Faster templates through image compression and script cleanup
- Shorter appointment form for users who prefer “request a callback”
Citation Cleanup and Local Trust
Citations helped stabilize rankings in the local pack. We cleaned inconsistencies and removed duplicates to reduce volatility.
What we fixed
- Standardized NAP and hours across major directories
- Updated website URL and appointment links
- Removed duplicates and merged profiles where possible
- Optimized healthcare directories relevant to cardiology
Snippet and CTR Improvements
Better clicks lead to better calls. We improved snippets so searchers landed on the right page and were ready to call.
Snippet work
- Titles focused on cardiologist and cardiology services in Tampa
- Meta descriptions included next step language like call to book
- Reduced cannibalization between similar condition pages
- Added FAQ schema where eligible
Tools Used
Call tracking (CallRail or similar), GA4, Google Search Console, Google Business Profile insights, Looker Studio, BrightLocal or Whitespark, Screaming Frog, PageSpeed Insights, Lighthouse, Semrush/Ahrefs, Microsoft Clarity or Hotjar, Google Tag Manager.
Timeline With Dates, Monthly Numbers, and Natural Notes
May 12 to May 31, 2025
We audited tracking, cleaned call attribution, and fixed quick listing gaps that limited discovery. We also mapped the top call driving cardiology services and started rebuilding the highest traffic pages first.
Month end metrics:
- Appointment calls: ~60
- GBP calls: ~38
- Website calls: ~22
- GBP discovery searches: ~2,600
- GBP actions: ~520
June 2025
We expanded GBP services with descriptions, updated categories, and started weekly posts and photos so engagement improved. On site, the first wave of cardiology service pages and FAQ blocks went live.
Month end metrics:
- Appointment calls: ~82
- GBP calls: ~52
- Website calls: ~30
- Discovery searches: ~3,900
- GBP actions: ~760
July 2025
We improved internal linking into the call focused pages, simplified the path to call on mobile, and started citation cleanup to stabilize local trust.
Month end metrics:
- Appointment calls: ~112
- GBP calls: ~74
- Website calls: ~38
- Discovery searches: ~5,200
- GBP actions: ~1,020
August 2025
We expanded service page coverage for testing and common symptoms, improved snippets for high impression terms, and implemented a review workflow so new reviews and replies stayed consistent.
Month end metrics:
- Appointment calls: ~148
- GBP calls: ~98
- Website calls: ~50
- Discovery searches: ~6,400
- GBP actions: ~1,290
September 2025
We refined pages based on live query movement, strengthened trust blocks near CTAs, and improved local pack stability by cleaning remaining citation duplicates.
Month end metrics:
- Appointment calls: ~182
- GBP calls: ~122
- Website calls: ~60
- Discovery searches: ~7,300
- GBP actions: ~1,520
October 12 to November 12, 2025
We doubled down on the services generating the most calls, refreshed underperforming pages, and maintained consistent GBP activity to protect gains. Call volume reached a new baseline without major swings.
Month end metrics:
- Appointment calls: ~210
- GBP calls: ~142
- Website calls: ~68
- Discovery searches: ~8,100
- GBP actions: ~1,720
Before and After Proof Summary
Appointment calls increased because the clinic showed up more often for Tampa cardiology service searches, GBP services became complete and active, and service pages made calling easy on mobile. Citation cleanup improved stability, and snippet improvements brought higher intent clicks.
- Appointment calls: 60 to 210 per month
- GBP calls: 38 to 142
- Website calls: 22 to 68
- Discovery searches: 2,600 to 8,100
What Made It Work
The biggest driver was aligning service intent with the fastest conversion action: a call. Once GBP and the website clearly matched the services people searched in Tampa, visibility expanded. Once calling was easy on mobile and trust cues were visible, call volume rose consistently month after month.
Disclaimer
The clinic identity and identifying details are anonymized due to NDA and healthcare privacy considerations. Metrics are accurate for the timeframe stated. Results vary based on seasonality, competition, proximity factors, staffing capacity, and ongoing execution consistency.