Case Study: Increased New Patient Bookings 2.5X in 6 Months for a Primary Care Clinic in Austin
In 2025, a primary care clinic in Austin partnered with Goforaeo to improve how often search traffic turned into real new patient bookings. The clinic name is anonymized due to an NDA, and the numbers below are from GA4, Google Search Console, Google Business Profile insights, and call tracking for the dates listed.
Snapshot of Results
Timeframe: March 10, 2025 to September 10, 2025
Location: Austin, Texas
Before vs after results:
- New patient bookings: 48 to 120 per month (about 2.5X)
- Calls from organic + Maps: 62 to 148 per month
- Appointment form submissions: 19 to 46 per month
- Online scheduling clicks: 34 to 92 per month
- Organic users: 1,150 to 2,980 per month
- Non branded clicks (GSC): 420 to 1,260 per month
- GBP actions: 510 to 1,480 per month (calls, directions, website clicks)
Context and Starting Point
The clinic already had steady demand, but most new patients were coming from referrals and branded searches. Search Console showed impressions for “primary care,” “family doctor,” and “same day” terms, but clicks and bookings were not growing at the same pace.
We found that the clinic needed clearer service pages, stronger local signals, and a smoother booking path on mobile. Once those pieces were aligned, bookings started rising without relying on ads.
Tracking and Booking Measurement
Before changing pages, we cleaned tracking so every booking action was counted once and attributed correctly. This avoided inflated numbers from double counting calls and form submits.
What counted as a new patient booking
- Completed appointment request forms tagged as “new patient”
- Confirmed online scheduling completions (when available)
- Calls from call tracking + GBP calls tied to appointment outcomes
- Assisted conversions from key landing pages in GA4
We set up
- GA4 events for call clicks, form submits, schedule clicks, thank you page views
- Call tracking source rules (organic vs Maps vs direct)
- Search Console segments for non branded queries and service pages
- Looker Studio dashboard with weekly change notes and trend lines
What Was Holding Growth Back
We audited the website, GBP, and listings together. The clinic was trusted offline, but online signals were incomplete and some pages created friction.
Main gaps we found
- Service pages were too general and didn’t match “book now” intent
- “New patient” and insurance info was hard to find, so people hesitated
- CTAs were not consistent above the fold on mobile
- Internal linking did not push users to the best booking pages
- Titles and meta descriptions didn’t earn clicks for competitive terms
- GBP services were not fully built out for broader discovery searches
- Directory listings had small inconsistencies that can weaken local trust
Strategy Overview
We used a simple three part system: build the right pages, strengthen local visibility, and remove booking friction. Each part supported the other, which made the growth steady instead of random spikes.
Workstreams
- Rebuild core service pages for high intent primary care searches
- Improve internal linking so traffic flows into booking pages
- Strengthen Google Business Profile services, posts, and engagement
- Clean citations and duplicates for trust consistency
- Improve mobile conversions and reduce form drop off
- Add supporting content that captures “symptom” and “same day” intent
Website Work That Increased Bookings
We turned the main pages into decision pages that help a patient choose and book quickly. We focused on clarity, trust, and next steps.
Pages built or rebuilt
- Primary care in Austin (core hub)
- New patient appointment page
- Same day visit and urgent appointment page (if applicable)
- Insurance and billing guidance page
- Condition intent pages that commonly lead to primary care bookings
- Provider pages with credentials and clinic process
What we changed on the pages
- Clear first screen message: service, location, and next step
- “When to book” and “what to expect” sections to reduce doubt
- Short FAQ blocks taken from Search Console queries
- Strong CTAs placed above the fold and repeated after key sections
- Trust cues near CTAs: accepted insurance notes, credentials, reviews, process
- Cleaner internal links to route people to the right booking option
Local SEO and GBP Improvements
A large part of primary care discovery happens in Maps. We treated GBP like a main conversion channel, not just a listing.
GBP work completed
- Updated categories based on real demand and competitors
- Expanded services with short descriptions using natural search words
- Added appointment and call links with UTM tracking
- Started weekly posts around availability, flu season, annual checkups, walk ins
- Built a photo plan: exterior, interior, staff, and service context images
- Improved Q&A coverage for common questions (insurance, hours, booking)
Conversion Improvements That Lifted Booking Rate
Traffic growth helped, but the bigger lift came from reducing friction. A small change in booking flow can increase bookings fast.
CRO changes we rolled out
- Sticky call button on mobile for key service pages
- Shorter appointment form and fewer required fields
- Clear “what happens next” message after form submit
- Better click to schedule placement for users who prefer online booking
- Improved page speed and reduced layout shift on mobile
Supporting Content That Brought Better Fit Traffic
We published supporting pages that match real primary care searches and link into booking pages. This increased non branded clicks and improved lead quality.
Content themes used
- Preventive care and annual checkups
- Same day care intent and when to visit primary care
- Common symptoms that lead to appointments
- Insurance and first visit preparation
- Local FAQs that people search before booking
Tools Used
- GA4 for users, events, conversion paths, landing page performance
- Google Search Console for queries, clicks, CTR, indexing, page trends
- Google Business Profile insights for impressions, discovery searches, actions
- Call tracking (CallRail or similar) for call attribution and quality review
- Looker Studio for reporting with weekly annotations
- BrightLocal or Whitespark for local rank tracking and citation audits
- Screaming Frog for crawl issues, internal linking, duplicates
- PageSpeed Insights + Lighthouse for speed and Core Web Vitals
- Microsoft Clarity or Hotjar for session recordings and drop off points
- Semrush or Ahrefs for competitor gap checks and keyword mapping
Timeline With Dates, Monthly Numbers, and Natural Notes
March 10 to March 31, 2025
We completed the audit, cleaned GA4 and call tracking, and mapped keywords to the correct pages so services didn’t overlap. Quick wins were shipped on CTAs and the new patient path so early traffic had a clearer booking route.
Month end metrics:
- New patient bookings: ~48
- Calls (organic + Maps): ~62
- Form submissions: ~19
- Organic users: ~1,150
- GBP actions: ~510
April 2025
We rebuilt the main primary care and new patient pages with clearer sections, stronger trust blocks, and better internal linking into booking steps. Titles and meta descriptions were rewritten to improve CTR for Austin intent queries.
Month end metrics:
- New patient bookings: ~62
- Calls: ~78
- Forms: ~23
- Organic users: ~1,420
- GBP actions: ~660
May 2025
We expanded service coverage with supporting pages and FAQs based on Search Console questions, then strengthened internal linking so these pages pushed users into the booking pages. GBP services were expanded with descriptions to improve discovery reach.
Month end metrics:
- New patient bookings: ~78
- Calls: ~96
- Forms: ~28
- Organic users: ~1,860
- GBP actions: ~880
June 2025
We cleaned citations on major platforms, removed duplicates, and aligned NAP and hours for stronger local trust. On site, we improved speed and mobile usability to reduce drop off before people reached the booking step.
Month end metrics:
- New patient bookings: ~92
- Calls: ~112
- Forms: ~34
- Organic users: ~2,240
- GBP actions: ~1,120
July 2025
We refined the pages that were closest to top positions, improved snippets for high impression terms, and tightened conversion flow using session recordings. Booking actions rose because users reached the right page faster and had fewer steps to complete.
Month end metrics:
- New patient bookings: ~106
- Calls: ~131
- Forms: ~39
- Organic users: ~2,620
- GBP actions: ~1,320
August 10 to September 10, 2025
We doubled down on the best performing services, refreshed underperforming pages, and kept GBP posting and photo cadence consistent to protect local visibility. This final stretch stabilized rankings and created a stronger monthly booking baseline.
Month end metrics:
- New patient bookings: ~120
- Calls: ~148
- Forms: ~46
- Organic users: ~2,980
- GBP actions: ~1,480
Before and After Proof Summary
Bookings increased because service pages matched real intent, local trust signals became consistent, and booking friction was reduced on mobile. GBP improvements brought more discovery visibility, and the website converted more of that demand into calls and form submissions.
- New patient bookings: 48 to 120 per month
- Calls: 62 to 148 per month
- Forms: 19 to 46 per month
- Organic users: 1,150 to 2,980 per month
- GBP actions: 510 to 1,480 per month
What Made It Work
The biggest driver was alignment. When GBP services, citations, and website pages all reflected the same Austin intent, rankings became steadier. When CTAs and booking flow became simple, more visitors actually completed the booking step.