Case Study

How Wills Eye Hospital Improved Their Online Presence and Increased Conversions

Client: Wills Eye
Services: SEO | PPC | Social Media | Management

The Problem

Wills Eye Hospital, recognized as one of the top eye hospitals in the world, faced significant challenges with their online presence. Their service landing pages lacked proper SEO, and their outdated layout created a poor user experience (UX) and user interface (UI). These deficiencies, combined with inadequate navigation and a lack of clear calls to action, hindered their ability to engage potential patients effectively.

Additionally, local competitors were outranking Wills Eye Hospital for critical search queries like Retina and Glaucoma, while some even used the Wills Eye brand name in their SEO and PPC campaigns.

Our Step-by-Step Approach

To address these issues, our team began with comprehensive keyword research to identify terms frequently used by Wills Eye’s target audience. We developed and implemented a targeted keyword strategy specifically for the Retina and Glaucoma service pages, ensuring they would rank for relevant search queries.

Next, we conducted a detailed competition analysis to understand how competitors were leveraging the Wills Eye brand name and optimized the hospital’s Google Properties to improve their visibility on search engine results pages (SERPs).

To enhance the service landing pages, we provided strategic guidance for an optimal layout, prioritizing SEO and PPC considerations while improving the UX and UI. This included adding clear navigation and calls to action, ensuring the pages were not only functional but also visually appealing and easy to use. Finally, we implemented and tracked user conversions for each specialty, enabling Wills Eye Hospital to measure the effectiveness of the updates.

The Outcome

The transformation yielded impressive results. Wills Eye Hospital achieved higher rankings for both branded and non-branded target keywords, significantly improving their visibility in search engines. The optimized service landing pages experienced an increase in organic traffic, attracting more potential patients to the site.

Furthermore, the redesigned pages, with their improved UX and UI, successfully guided users toward desired actions, resulting in higher conversion rates. This case study showcases how strategic keyword implementation, competition analysis, and thoughtful page design can drive measurable improvements for a leading healthcare institution.

Our multi-channel approach delivered significant results:

The combination of SEO, PPC, and social media strategies allowed the center to target the right audience, increase visibility, and ultimately convert more leads into patients.

Cost Per Admission

Lead to Qualified Opportunity Converted

Impression Increase

Increase in raw lead to qualified lead percentage