Dr. Jeffrey Carlson, Orthopaedic & Spine Center –
Medical SEO Case Study

Gain SEO worked with Dr. Jeffrey Carlson and the OSC team to define their website conversion goals, ultimately determining that they wanted more website visitors to call the phone number on the website and/or to submit an appointment request using the online scheduling tool. Because we were already tracking both of these actions in Google Analytics 4, we would be able to easily measure the results.

To increase website conversions, we continued our strategy of creating a user-friendly experience including patient testimonials, reviews and making sure that the best page was delivered in the Search Engine Results for the keyword searched. We spent time focused on presentation and making sure calls-to-action throughout the site were clear, concise and action-oriented.

Click-to-call phone numbers and “Make an Appointment” buttons were included on each individual provider page, and links were included in the text on many of the website pages, as well as in the header and footer of every page on the website. We also added a dropdown menu in the main navigation, titled “I want to”, to make it easy for website visitors to quickly perform a desired action, such as “Call OSC” or “Request an appointment”. Finally, we analyzed the Make an Appointment Form and bounce rate metrics, ensuring the optimum number of form fields to minimize friction and encourage completion.