A leading private healthcare provider in Central London, offering a full suite of diagnostic and surgical services, including same-day consultations, advanced imaging, and specialist clinics. Despite its stellar reputation offline, the hospital’s digital footprint didn’t reflect its market leadership until we partnered together.

Despite their premium brand and trusted services, the hospital faced a number of challenges:

• Organic traffic generated fewer than 12% of all patient enquiries

• Over-reliance on expensive Google Ads and word-of-mouth referrals

• Service pages lacked optimisation and clear conversion paths

• Inconsistent citations and outdated directory listings

• Weak presence in Google Business Profile with no active content or optimisation

• No content strategy in place to compete with informational or local search queries

They approached me to create a long-term, SEO-led growth strategy that would reduce acquisition costs and scale qualified bookings.

To transform the hospital’s digital performance, I developed and executed a comprehensive, SEO-led growth strategy built around three core pillars: local search dominance, medical content authority, and conversion rate optimisation. The goal was simple increase high-intent visibility, improve patient trust online, and turn more visitors into booked consultations.

Local SEO overhaul

• Fully rebuilt and optimised the hospital’s Google Business Profile, adding structured services, medical categories, high-quality imagery, and weekly updates to increase local map visibility.

• Conducted a complete citation audit, correcting inconsistent NAP details across major healthcare directories, business listings, and local London platforms.

• Improved the hospital’s visibility for “private hospital near me”, “private MRI London”, and other high-value geo-targeted searches through localised landing pages and on-page optimisation.

Technical SEO & site performance improvements

• Fixed crawl errors, indexability issues, slow-loading pages, and outdated metadata that were holding back organic growth.

• Introduced structured data (medical, clinic, and service-level schema) to enhance trust and improve click-through rates via rich results.

• Reworked site architecture to create clear, intuitive journeys from information → service → booking.

High-authority medical content strategy

• Built a content strategy focused on the patient decision journey — from symptoms and procedures to recovery and aftercare.

• Created medically reviewed service pages and information hubs that positioned the hospital as a trusted, expert-led provider rather than just another private clinic.

• Targeted both local and informational keywords, helping the hospital compete for queries traditionally dominated by large public and private healthcare brands.

Conversion rate optimisation (CRO)

• Redesigned key service pages with clearer messaging, stronger CTAs, pricing clarity, trust badges, consultant bios, and strategically placed booking buttons.

• Introduced multiple conversion paths (online booking, call-to-book, insurance enquiries, and rapid contact forms) to capture patients at every stage of intent.

• Added review funnels and social proof to increase credibility and reduce friction in the booking process.

Analytics, tracking & continuous improvement

• Implemented full tracking across forms, phone calls, and booking funnels to measure patient acquisition accurately.

• Ran ongoing optimisation cycles based on Search Console, local map insights, and content performance data.

• Shifted budget reliance away from paid ads as organic channels grew to become a primary driver of new enquiries.