Key Objectives
Recover Lost Traffic & Leads From Failed Redesign
Boost New Patient Volume for Elective Procedures
Establish a Long-Term Plan for Digital Marketing Growth
Be Recognized as a Leader in Laser Aesthetics
The Project Background
Nationally recognized laser expert Dr. Jay Kulkin founded WIFH in 2002 as one of the first concierge medical practices offering aesthetic laser procedures. Before Dr. Kulkin retired in Q1 2020, he and his staff performed over 900,000 laser procedures ranging from hair removal and cellulite treatments to laser-assisted liposuction and tattoo removal.
Despite WIFH’s quality service and great customer reviews, in 2012 the practice found itself in the middle of a Google emergency. Looking to advance the practice, WIFH underwent a full website redesign project. Unfortunately for Dr. Kulkin and his staff, the web developers didn’t follow best practices for web development, hosting, and SEO.
This website redesign blunder resulted in a massive decline in organic traffic — nearly wiping WIFH off the digital map — but, after contacting Captivate, what transpired over the next few weeks blossomed into a fruitful business relationship spanning nearly a decade.
The Project Challenge
Always ahead of the industry curve, WIFH’s website wasn’t just a stagnant billboard that would hopefully generate brand awareness. Instead, it was a vibrant source of new business through both organic and paid search lead generation. Given that, the failed website redesign and launch was a disaster that needed to be fixed immediately.
Post-launch, WIFH’s organic traffic had evaporated, dropping by almost 90% — a scary situation for any business to face.
Once Captivate got the call, our expert team quickly examined and diagnosed the problem and we knew just what it would take not only to get WIFH back on track, but how we could work together to build towards future success.
Key Issues
Botched Redesign Project Tanked Website's Traffic
Web Hosting Setup Prevented Website from Indexation
Antiquated CMS Platform Made Website Hard to Manage
Increasing Competition in Atlanta Market
The ROI-Focused Solution
After working to fix the hosting setup that plagued WIFH after its initial redesign, Captivate’s next order of business was to re-platform the site on a SEO-friendly CMS, ensuring easy use alongside organic SEO success. On top of fully optimizing the website, user-friendly lead forms were integrated to boost conversion rates from the new traffic we generated. This included a mobile-friendly version of the website to cater to mobile users who made up over 40% of the website’s traffic.
These strategic decisions showed immediate results, helping WIFH’s traffic recover and grow. Within the first two years, organic traffic grew by 305%. Our working partnership also continued to grow with success, as we helped optimize and manage WIFH’s PPC campaigns.
In 2016, Captivate redesigned WIFH’s website once again, this time around with ample opportunity to design and build around our Search First® approach. The new site provided the foundation for continuous transformation of their web presence both locally and nationally. In 2018, we augmented our efforts with an aggressive content strategy, which more than doubled the site’s organic traffic.
The Results
Captivate consistently boosted growth for WIFH year after year until our partnership ended with Dr. Kulkin’s retirement and sale of the practice in 2020. By the end of a near-decade long relationship, we helped transform WIFH’s online presence on a national scale.
10K+
Total
Organic Lead Forms
Consultation forms generated by SEO over a 4.5-year period from 2015 to mid-2020.
864K+
Total
Organic Sessions
Organic SEO traffic generated from 2015 to August 2020 — Over 900K since 2013.
10K+
Total
Call Leads
Call leads generated by SEO over a 4.5-year period from 2015 to mid-2020.
38%
Increase
Organic Traffic
SEO program leads to 4th consecutive year of Y/Y growth from 2015 to 2016.
42%
Increase
Organic Traffic
New SEO-Friendly Website spurs organic traffic growth from 2016 to 2017.
122%
Increase
Organic Traffic
Nearly 260k sessions generated from SEO in 2018, more than doubling organic traffic.
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