Case study · Client site, anonymised
Rebuilding a private clinic website: 20+ treatment pages and 131 old posts
More than 20 treatment pages rebuilt and 131 old posts removed with redirects, with every figure shown, including the weak ones.
3.18M
Impressions and 19.9K clicks, 1 July 2025 to 30 October 2026
34,520 → 35,883
Impressions on the rebuilt pages, May to July vs August to October 2026
228 → 97
Blog posts after the clean-up, every removed post redirected with a 301
The starting point
A private clinic for regenerative, anti-ageing and aesthetic medicine with two locations, running on WordPress. A client of our founder since March 2026.
Treatment pages with dated copy and mixed layouts, more than 200 blog posts with many thin or duplicate ones, and links to old pages that had gone. Every change needed sign-off from the clinic first.
What we did
- Rebuilt more than 20 treatment and overview pages one by one, each after the clinic signed it off: new copy, one H1 per page, a clear H2 and H3 structure and WhatsApp contact routes.
- Gave each page exactly one FAQPage schema, matching the visible text character for character.
- Cleaned up old pages: 26 new and 3 corrected 301 redirects, and the page sitemap cut from 99 to 43 URLs.
- Reviewed all 228 blog posts against the clinic's list: 131 removed and redirected, 97 kept, and links to the right treatment pages added in 29 of them.
- Fixed social share images after the theme duplicated the SEO plugin's tags.
The numbers
| Page | Clicks May–Jul | Clicks Aug–Oct | Impressions May–Jul | Impressions Aug–Oct |
|---|---|---|---|---|
| All rebuilt pages | 583 | 550 | 34,520 | 35,883 |
| Light therapy | 21 | 43 | 512 | 930 |
| IV therapy | 3 | 11 | 1,554 | 2,779 |
| Ultrasound lifting | 6 | 12 | 477 | 838 |
| Dermal fillers | 5 | 8 | 433 | 853 |
| Body shaping | 2 | 15 | 104 | 254 |
Periods: 1 May to 31 July and 1 August to 30 October 2026, pages report. Source: Google Search Console, web search, read 1 November 2026.
Search Console
How to read the chart.
The chart at the top of this page is a screenshot of the Search Console Performance report, cropped so the domain does not show. Nothing else is edited.
- Blue line: clicks from Google search each day.
- Purple line: impressions, the number of times the site appeared in results.
- Average position: where the site appeared on average, across every search it showed for. Lower is better. The number can get bigger while traffic grows, because the site starts appearing for more, and harder, searches.
What the numbers do not prove
This is a website-build case study, not a growth story. Clicks on the rebuilt pages stayed level overall (583 vs 550); only impressions edged up. Some pages doubled, while others, such as the peptide therapy page, lost clicks. Most of the rise to March 2026 came before we started, and in October 2026 clicks across the whole website fell, shortly after the blog clean-up. We are still looking into why.
What we would do differently
Before a large blog clean-up, check every post's traffic, not only its content. A post with 268 clicks was first on the removal list; the clinic restored it herself.
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