Case study / Local healthcare
Hall Green Chiropody: from page two to page one
A long-standing Birmingham podiatry practice with a tired website and a loyal word-of-mouth patient base. We rebuilt the site from the ground up, built it around the questions patients actually ask, and doubled the visits it earns from Google in eight weeks.
- 4x
Search visibility
Weekly Google impressions, 8 weeks after launch vs 8 weeks before
- 2x
Visits from Google
Weekly search clicks over the same period
- 12 → 6
Average ranking
Average Google position moved from page two into the top results
- Client
- Hall Green Chiropody
- Sector
- Healthcare
- Location
- Hall Green, Birmingham
- Type
- Client project
- Services
- Web design, Branding, Logo design, Signage, Advertising, Website code, Hosting, Analytics, Accessibility, Site speed, Booking system integration
01 / The results
The day the new site went live, Google noticed
Before launch, search performance was flat. Within a week of the new site going live, visibility had tripled, and it has kept climbing every week since.
Google search performance, weekly (pre-launch average = 100)
- Impressions
- Clicks
Use the left and right arrow keys to read each week.
View as table
| Week | Impressions index | Clicks index |
|---|---|---|
| 4 May | 65 | 80 |
| 11 May | 58 | 59 |
| 18 May | 76 | 52 |
| 25 May | 68 | 87 |
| 1 Jun | 87 | 108 |
| 8 Jun | 77 | 53 |
| 15 Jun | 83 | 70 |
| 22 Jun | 85 | 102 |
| 29 Jun | 96 | 91 |
| 6 Jul | 95 | 77 |
| 13 Jul | 102 | 87 |
| 20 Jul | 96 | 109 |
| 27 Jul | 108 | 91 |
| 3 Aug | 98 | 90 |
| 10 Aug | 102 | 123 |
| 17 Aug | 90 | 129 |
| 24 Aug | 109 | 94 |
| 31 Aug | 312 | 185 |
| 7 Sep | 324 | 179 |
| 14 Sep | 353 | 172 |
| 21 Sep | 397 | 235 |
| 28 Sep | 446 | 241 |
| 5 Oct | 447 | 191 |
| 12 Oct | 467 | 202 |
| 19 Oct | 481 | 228 |
02 / Before and after
A site built for the people booking
Most of Hall Green's patients find them on a phone, often on behalf of a parent. The new site puts prices, locations and booking within a thumb's reach, and loads in well under a second.
The old homepage
Fig. 01 / Homepage, before and after / Drag to compare
- 75%
Visitors on mobile
So every page was designed phone-first
- 0.6s
Main content load on mobile
Average largest contentful paint, real visitors
- 0
Rage clicks recorded
No signs of frustrated tapping in session recordings
03 / What we did
Five changes that moved the needle
A fast, modern rebuild
A lightweight static site with no bloated CMS or plugins. Pages load almost instantly, there's nothing to hack, and hosting costs stay tiny.
An advice hub patients actually search for
Clear, honest answers to the questions people type into Google before they book. Each one builds trust and opens a door to a whole new set of searches.
A page for every clinic and area
Dedicated pages for each clinic and the areas the practice serves, including home visits, so the site shows up when people search close to home.
No lost rankings
Every old page was redirected to its new home, so the trust the old site had built up with Google carried straight across.
Booking, front and centre
One clear route to book online, call or arrange a home visit, from every page. Every booking click is tracked, so we know what's working.
Ongoing care
We keep watching the data each month: what people search for, where they hesitate, and what to improve next.
04 / How it works
Content and structure that earn their keep
A great-looking site isn't enough on its own. Google sends visitors to pages that answer a question or match a place, and those pages need to lead somewhere. These three building blocks work together.
Advice articles
Most people start with a question, not a business name: what does treatment cost, is it free on the NHS, how should I look after my feet. A helpful, plainly written answer puts the practice in front of people early, long before they're ready to search for a podiatrist by name.
They also show real expertise, which is exactly what Google looks for in health content, and every article ends with a gentle route to booking.
Location pages
"Chiropodist near me" is one of the most common searches in the industry. A single contact page can't rank for every area a practice serves, but a well-written page for each clinic and neighbourhood can.
Each page carries local detail, opening times, parking and directions, so it's genuinely useful to a nearby patient rather than a copy-and-paste exercise.
Internal linking
Every page links to the next sensible step: an article to the treatment it describes, a treatment to the nearest clinic, and everything to booking. Visitors never hit a dead end.
Those links also tell Google how the site fits together and share the strength of popular pages with the rest, so new pages start ranking faster.
How a visitor moves through the site
Tap a block to see its job
- Google search
- Someone searches a question, a treatment or 'near me'. The page that best matches their intent is the one Google shows.
- Advice articles
- Catch people early, while they're still researching. They build trust, show expertise and link on to the relevant treatment.
- Homepage
- Mostly visitors who already know the name. Its job is reassurance and a fast route to booking.
- Location pages
- Match local searches for each clinic and area, with the practical detail a nearby patient needs before they commit.
- Treatments
- Explain what happens and what it costs. Linked from articles and locations, and linking to booking.
- Book or call
- Every route ends here. Booking clicks are tracked, so we can see which journeys turn visitors into patients.
An advice article on mobile
A location page
The booking journey
Your website
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