.webp?width=171&height=29&name=SG%20logo_171x29%20(1).webp){kind=small}
A Healthcare & Financial Services Provider's Digital Growth Journey with Straight Growth
A healthcare and financial services provider organization partnered with Straight Growth to transform its digital marketing presence across three websites. By revamping their SEO and Google Ads strategies, the collaboration resulted in increased website traffic, improved keyword rankings, and a 42% drop in customer acquisition costs. The outcome: more qualified leads, better analytics accuracy, and a scalable marketing engine built for the long run.
Who They Are
The client is a leading Australian healthcare and financial services provider organization, They are the professional body representing doctors and medical students in WA. They advocate for better healthcare policies, support medical professionals with workplace and legal services, and offer accredited vocational training through their education arm in areas like allied health, aged care, and community services.
The Challenges
The project involved optimizing three websites for SEO and managing Google Ads campaigns for two of them. However, several critical challenges were identified at the outset:
Low Online Visibility:
Their websites were not ranking for relevant search terms, resulting in minimal organic traffic.
No Keyword Strategy:
Pages lacked proper SEO metadata, and content was not aligned with keyword intent or user searches.
Underperforming Google Ads:
Ad campaigns suffered from high CPC and CPA, poor targeting, and low conversion rates.
Poor Conversion Tracking:
Basic pageviews were counted as conversions, skewing performance reports and hampering optimization.
Low Landing Page Performance:
Visitors from both organic and paid sources were bouncing or not converting due to unclear messaging and layout issues.
Solutions
Straight Growth implemented a full-funnel strategy to improve SEO, PPC performance, and lead tracking.
SEO Strategy:
- Technical SEO Audits: Fixed crawl errors, site speed issues, mobile responsiveness, and indexing problems.
- On-Page Optimization: Added meta tags, restructured headers, and updated copy with relevant keywords.
- Blog & Content Strategy: Launched an ongoing content calendar focused on long-tail keywords and user intent.
- Backlinks & Local SEO: Built high-quality backlinks from relevant directories and optimized Google Business Profiles.
Google Ads Campaigns:
- Keyword Segmentation: Separated brand and non-brand campaigns to control spend and improve ROI.
- Responsive Search Ads + A/B Testing: Improved CTRs through copy experiments and relevant headlines.
- Negative Keyword Management: Pruned irrelevant keywords regularly to reduce waste.
- Dedicated Landing Pages: Built ad-specific pages with clear CTAs to align user intent with messaging.
Tracking & Analytics
- GA4 Setup: Implemented proper event tracking for real actions like form submissions and phone clicks.
- Google Ads Conversions: Linked GA4 to Google Ads for accurate cross-platform performance measurement.
- Defined Business Goals: Mapped conversion types by business value for strategic reporting.
35
%
Increase in Conversion Rates
20
%
Lower Bounce Rate
40
%
Faster Sales Response Time
The Result
Success Story Shaped by Straight Growth.
01.
-42% Lower CPA and -38% CPC, improving paid campaign efficiency
02.
Page 1 Rankings for high-value keywords in superannuation, retirement planning, and healthcare training
03.
Accurate Conversion Tracking with true attribution of form fills and calls
04.
+35% Increase in Conversion Rates through optimized landing pages and ad-message alignment
Interested in achieving similar success?
Let’s connect.