Lyca Health offers personalised private health assessments for individuals and corporate companies that give an overview of current health, any issues they are facing, as well as support for any health concerns. Based in the heart of the famous Canary Wharf, they appointed Frogspark to help build website traffic, and convert those new users into bookings.
Whilst Lyca already had a fair amount of brand recognition due to their position in central London, the digital side of their marketing was lacking. The overarching aim of our work with Lyca has two strands, build traffic from relevant sources, and convert those additional users into booking for the clinic. This formed a part of a wider scaling plan for the business and generating organic revenue played a large part of that.
To make sure we devised a fully comprehensive digital marketing strategy that was geared towards Lyca Health’s goals, we undertook an in-depth analysis of Lyca Healths website and Google Analytics so that we could understand why traffic wasn’t converting. From here, we put together a strategy geared around SEO and conversion rate optimisation (CRO) which would work together to bring more traffic to the site, that converted users to booking for Lyca Health.
Our SEO efforts were initially focussed on content creation for certain services offered by Lyca Health, mainly around their private GP service. This involved creating a keyword list which contained all the keywords relevant to their business, industry and the range of procedures they offer. From here, we looked to optimise the pages that were identified as a priority for both ourselves and our client, as optimising these pages for high search volume keywords would be a quick win optimisation to bring in additional traffic. This priority keyword list acts as the foundation for any content creation planned, in terms of optimising current pages, creating additional service pages or blog content.
Going forward, we put more time into link building, as high-quality backlinks are an important ranking factor and traffic driving tool for any website. This was done for London and the surrounding area of Canary Wharf to ensure the links were relevant and of high value. Within 6 months, Lyca Healths organic traffic has increased by 39%, and now 75% of enquiries that come from their website now come direct from the search engines.
We then turned our attention to the website. We undertook an in-depth conversion analysis across the site, using tools such as Google Analytics, SEMRush and HotJar to assist our findings. From here we were able to add more overt contact buttons so it was easier for users to book a consultation, ensure the website is easier to navigate/book on mobile and overall making the user journey throughout the website much more efficient. All of this rounded off a successful strategy of gaining new website users, and ensuring each and every one of them were engaged with the website to boost our chances of conversion for Lyca Health.