This case study analyzes a mid-size med spa that achieved rapid growth by turning content into a growth engine. The team mapped patient journeys, published education-first assets, and optimized for local discovery and conversions. The result was a multi-channel content stack that boosted new consultations and bookings in under nine months.
- Content pillars & service pages: 12 service pages with FAQs and outcomes; anchor posts to each pillar.
- Format mix: 60s reels, 3–5 min educational videos, before/after galleries with clear booking CTAs.
- Local SEO & discovery: optimize GBP, local keywords, and service schema to improve locals searches.
- Lead funnels: gated guides, newsletter/SMS opt-ins, and booking-focused landing pages.
- Calendar & measurement: 12-week plan, batch shoots, weekly reviews, and simple KPI dashboards.
- Inconsistent posting: Irregular updates hurt reach and trust.
- Mobile neglect: Slow pages and poor formatting reduce conversions on phones.
- Consent gaps: No written permission for testimonials or images risks compliance.
- Stock-heavy galleries: Little authenticity hurts credibility.
- Promotions-only tone: Lack of education reduces engagement.
- Weak CTAs: No clear path to booking lowers conversion.
- Local SEO neglect: GBP and NAP inconsistencies hurt discovery.
- FAQs: Start with 8–10 patient FAQs to answer common concerns.
- Pillar cadence: Publish two pillar pieces per month (one education, one patient story).
- Video formats: Use three formats: quick tips, clinic walkthroughs, patient testimonials.
- Asset optimization: optimize titles, alt text, captions, and add service schema.
- Local content: create city-specific tips and promos to boost local search.
- Lead magnets: gated checklists or guides aligned with the consultation flow.
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