How A/B testing custom content templates helped a leading health clinic turn low-performing location pages into a real source of local visibility, organic clicks, and scheduled appointments.
We partnered with a leading health treatment clinic to improve its local search visibility and grow organic traffic through strategic A/B testing of location page content.
By testing custom content templates against each other and analyzing the results, we found the version that performed best, rolled it out across the clinic's location pages, and drove substantial increases in clicks, impressions, and appointments across its target regions.
The clinic's location pages were crucial for attracting local patients, but they were barely visible in search. Most averaged between 0 and 3 ranking keywords and fewer than 5 users per month.
We developed two different content templates for the location pages and ran an A/B test on a sample of pages, so we could compare performance metrics and identify the most effective template.
After a 30-day testing period, we analyzed the results and identified the template that performed better on clicks and impressions. That winning template was then implemented across 20 location pages.
The winning template combined optimized content, an improved page structure, and strategically placed CTAs, all designed to strengthen local SEO performance and increase scheduled appointments.
Once the winning template went live across 20 location pages, organic clicks rose 83% and impressions rose 88%. Pages that had been nearly invisible started showing up and earning traffic in their local markets.
Don't guess which page will win. Test two templates, measure what patients actually click, and roll the winner out everywhere.
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