Wellspring Health Clinic was sending expensive campaign traffic to one slow, generic enquiry page. Here's how a landing-page CRO rebuild more than tripled qualified leads while cutting cost per lead by over a third.
Wellspring Health Clinic
Multi-specialty outpatient clinic group
One generic enquiry page, 7s load time
Same page for every campaign, high cost per lead, low conversion
10-week rebuild
Fixed price, fixed timeline, now an ongoing CRO retainer
Web Design + CRO
Department-specific landing pages, speed optimization
Wellspring Health Clinic ran paid campaigns across cardiology, orthopaedics, dermatology and general medicine — all pointed at the same generic "Book an Appointment" page. It loaded in 7 seconds on mobile, buried the enquiry form below a wall of clinic history, and gave a patient searching for a cardiologist no reason to believe the clinic actually specialized in cardiac care. Cost per lead climbed every month as competing clinics with dedicated, fast specialty pages captured the same paid traffic for less.
Matched every active campaign to the exact specialty and patient intent it was actually targeting.
Built a separate, fast-loading landing page per specialty — doctor credentials, treatment specifics and relevant patient reviews, not one blended page.
Enquiry form moved above the fold and load time cut from 7s to 1.7s by stripping unnecessary scripts and optimizing images.
Doctor bios, certifications and specialty-specific patient testimonials placed directly beside the enquiry form.
Headline, form-length and layout variants tested against real conversion data before rolling out to all specialties.
Monthly testing cycles keep refining each specialty page as campaign mix and patient behavior shift.
Message match moved both metrics at once. The moment each campaign pointed to a landing page that actually matched what was advertised, both lead volume and lead quality rose together — proof the old generic page was suppressing both.
Specialty-specific landing pages more than tripled the volume of leads that actually booked appointments.
Faster pages and message-matched content cut cost per lead across every active campaign.
A 76% reduction in load time kept impatient paid-traffic clicks from bouncing before the form loaded.
"We were sending every campaign to the same slow page and wondering why cost per lead kept climbing. Dedicated pages per specialty fixed that inside ten weeks — and our cardiology and ortho campaigns finally convert like they should."
Lead and cost-per-lead figures come from Google Ads and Meta Ads Manager, reconciled against the clinic's appointment-booking system. Load time is measured via PageSpeed Insights on real mobile devices. Timeframe and starting baseline stated above, as with every case study we publish.
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