The Client
Laser Eye Surgery Birmingham is an ophthalmic clinic specialising in providing optimal vision correction solutions, including LASIK, LASEK, lens replacement, and cataract surgery.
Their website is responsible for a significant portion of their lead generation, making their online performance a critical part in their business's success.
The Challenge
In 2020, Laser Eye Surgery Birmingham were struggling in their organic and local search performance, largely attributed to their limited visibility for profitable keywords, leading to a decline in consolidated organic leads.
They experienced a significant reduction in organic traffic, as rankings for laser eye surgery-related keywords, an important area of focus, were several pages deep in search results. Competitors with a primary focus on laser eye surgery, had made large investments in the online space, establishing dominance on the first page of search results.
The key issues affecting effective organic and local search rankings were a combination of inconsistent local SEO practices, site-wide technical issues, thin content, sub-optimal user journey and a low-quality link profile.
Our Solution
CleverClicks compiled a detailed SEO strategy, which involved conducting an in-depth technical audit, performing keyword and competitor analyses, and formulating strategies for local optimisation, user experience enhancement, and link building.
The strategy outlined a short, medium, and long-term rollout plan with relevant objectives, with a particular focus on prioritising actions to maximise visibility for profitable keywords. Some of the critical tasks undertaken included:
Establishing a revenue target and developing a sales funnel for effective lead generation and conversion.
Optimising all existing copy and increasing the volume of valuable content on thin pages.
Enhancing the site's link profile by incorporating high-quality new links.
Improving the site's page speed by fixing crawling and indexing errors.
Enhancing the site's local SEO by optimising pages with location-based terms.
Analysing user journeys and optimising them to optimise user experience.
CleverClicks is right up there. I’m really impressed by all of you and your knowledge of Digital Marketing.
Dr Mark Wevill, Owner & Surgeon of Laser Eye Surgery Birmingham
The Results
Laser Eye Surgery Birmingham's most important keywords now consistently appear within the 1st page of Google search results and almost all their keywords have moved onto the 1st page.
 | Grew Organic Leads By 96% (4x above target). |
 | Calls from local pack grew by 70%, and Local form fills grew by 292% (5x above target). |
 | Overall website conversion rate increased by 46%. |
Working closely with with Laser Eye Surgery Birmingham on specific objectives allowed us to achieve results where the client wanted them most.
In this case, it was especially satisfying to be able to gain 1st page visibility for priority keywords relating to laser eye surgery, resulting in more competitive edge.
When Covid had an impact on my work circumstances & income stream, I became heavily dependant on my website and CleverClicks have been significant in that and made a big difference during and post-covid.
Dr Mark Wevill, Owner & Surgeon of Laser Eye Surgery Birmingham