London City Healthcare, a well-established GP service provider in London, approached us with a bold vision: to pivot their entire business model from local GP services to nationwide occupational health services. While their existing website performed well for London-based searches related to GP services, COVID testing, and vaccinations, it lacked any visibility for occupational health-related terms.
Our mission was twofold:

• Create a new website using their existing domain name, with a fresh design that reflects their new direction.
• Develop a strategy to compete effectively for occupational health-related searches across the UK, an area where they previously had zero visibility.

We were required to use the existing brand colour palette and logo and incorporate them into a modern and clean-feel website with an emphasis on greater clarity and call-to-action points throughout.

We achieved this through specific image choices (reflecting an office/work environment) that included complimentary shades of the existing brand palette colours.

We then ensured the CTAs (Call To Action) buttons were styled using the most prominent colour with clear and bold fonts to make them stand out on the page.

A mobile-first approach was adopted as the majority of the client’s traffic comes from this channel, so we had to make sure the website looked fantastic and worked correctly on devices.

Our approach involved a comprehensive overhaul of their online presence:

We created a modern, clean design aligned with current web standards and the client’s new business focus. This involved removing most of the existing GP-focused content and replacing it with occupational health-related information.

We conducted an in-depth audit of the top 10 competitors in the UK occupational health sector. This involved:

• Analysing their websites
• Understanding their positioning strategies
• Identifying their strengths and weaknesses

We performed extensive research on search terms related to occupational health in the UK, assessing both the variety and volume of relevant keywords.

Based on our findings from the competitor analysis and keyword research, we developed a content strategy aimed at positioning London City Healthcare among the top three visible websites for occupational health-related searches within six months of launch.

The results exceeded our expectations:

• Timeline: The new website launched at the end of February 2024.
• Rapid Success: Within just three months, we achieved our goal of top-three visibility for occupational health services in the UK.
• Impressive Metrics:
  • The website went from zero results for occupational health-related searches to over 140 visible results.
  • 47 keywords ranked in the top 10 positions.
  • 29 keywords reached top 3 positions.
• Market Share: London City Healthcare captured nearly 11% of the total visibility share in the occupational health sector within this short period.

This case study demonstrates our ability to execute a complete digital transformation, taking a client from zero presence in a new sector to a leading position in just three months. Our strategic approach to content creation and SEO proved highly effective in establishing London City Healthcare as a key player in the UK occupational health market.