Scalable Local Treatment Pages Grow Patient Acquisition by 200% in 6 Months

Industry: Speech Pathology Care
Client Name: Verse Therapy

Fire&Spark partnered with Verse Therapy, a speech pathology provider, to launch a targeted local SEO initiative. This highly focused strategy connected the brand with local audiences searching for help with speech-related conditions. These city + service pages became the dominant channel for new client acquisition, driving 15% of all conversions. Organic Search overall accounted for 47% of bookings despite making up just 27% of total site traffic—demonstrating the high conversion efficiency of these visitors.

The Challenge

Overview

Challenge: Shifting from General Health Content to High-Intent Local Searches

Like many telehealth companies, Verse Therapy initially focused heavily on “WebMD-style” content—articles explaining conditions and treatments in broad, informational terms. While valuable for general education, this type of content often attracted visitors seeking information, not those ready to book an appointment. Because they were competing for broad, research-focused keywords dominated by giants like WebMD and Mayo Clinic, their organic presence drove very little traffic and almost no conversions.

On top of that, searches with local intent—queries that included both a city and a service—were often dominated by results referencing the city and the location-specific business directly. This meant local providers with dedicated landing pages were consistently outranking Verse Therapy for high-intent keywords, leaving them invisible in many of their target markets.

They came to Fire&Spark to:

  • Pivot toward content that speaks directly to prospective patients ready to take action.
  • Build a scalable framework for ranking in local, high-intent searches.
  • Ensure each location and service offering could be discovered in organic search.
  • Reduce reliance on paid ads by creating a self-sustaining organic acquisition channel.

Primary Challenges

  • No Localized Entry Points: Without dedicated city + service pages, potential patients searching for “speech therapy in [city]” weren’t finding Verse Therapy in organic results.
  • Overemphasis on Low-Intent Content: Condition-based articles rarely captured ready-to-convert patients.
  • Losing to Industry Giants: Competing for informational keywords against WebMD, Mayo Clinic, and similar sites limited their visibility and business impact.
  • Missing Local Relevance: Local-intent searches were dominated by location-specific businesses with optimized pages.
  • Need for Scalable Growth: As the brand expanded to new markets, they needed a repeatable approach to SEO that could be implemented for each new location and service offering.
  • Balancing Quality with Volume: Each page had to meet high content standards for accuracy, tone, and user experience while also being deployed efficiently at scale.

The SEO Strategy & Implementation

Fire&Spark designed and executed an SEO strategy centered on city + service pages—hyper-relevant landing pages that better matched the intent of patients searches when ready to book. These pages became a key pillar in shifting Verse Therapy’s SEO approach from informational to action-driven.

Key Elements of the Strategy

  • Identified the most valuable combinations of city names and service types to target.
  • Built each page to address the specific needs of local searchers, including treatment details, therapist credentials, and clear next steps for booking.
  • Created a replicable page template for rapid deployment across all current and future locations and services.
  • Ensured calls-to-action were strategically placed to make booking easy for motivated visitors.

This approach ensured that each page was both SEO-optimized for search engines and conversion-optimized for real-world patient acquisition.

The Results & Business Impact

The launch of city + service pages transformed Verse Therapy’s organic performance:

Organic Search Contributed 47% of All Bookings

Despite representing just 27% of total site traffic, Organic Search accounted for nearly half of all bookings.

Organic City + Services Pages Accounted for 15% of All Conversions

These targeted pages became one of the most powerful single drivers of patient acquisition.

High-Intent Traffic Growth

Attracted visitors actively searching for speech pathology services in their city—patients more likely to convert than general site visitors.

Shift in Content Strategy

Reduced emphasis on low-intent condition content and established a sustainable model for capturing treatment-ready audiences.

Scalable Expansion

The framework now allows Verse Therapy to rapidly spin up optimized pages whenever they enter a new market or add a new service.

By connecting localized search demand with tailored, high-value content, Verse Therapy was able to reach patients exactly when they were searching for care.

Looking Forward
Long-Term Value

The city + service page framework is now a cornerstone of Verse Therapy’s ongoing SEO strategy. As they expand into more locations and add new specialties, each new page builds on the same proven formula—ensuring continued growth in organic visibility and patient conversions.

Why Fire&Spark for Digital Health?

The digital health space is notoriously challenging for SEO. So, what enabled Fire&Spark to succeed with this digital health client where others fell short?

It’s simple:

With over 20 years of experience in SEO, Fire&Spark focuses on what truly drives business growth. We create SEO strategies that support the entire patient journey and are customized to the unique needs of the healthcare niche.

Unlike traditional agencies that focus on churning out “minimum viable product” blog content, Fire&Spark collaborated closely with the telehealth provider’s subject matter experts to craft a strategy focused on providing genuine value to patients and positioning the provider as a trusted industry leader, not just boosting vanity metrics.

The results speak for themselves:

Fire&Spark’s custom SEO approach continues to deliver sustainable growth and patient acquisition, underscoring the advantage of a strategy that prioritizes long-term scalability over short-sighted “best practice” optimizations.

More Results

See how other digital health clients leveraged Fire&Spark’s SEO expertise for measurable success:

Ready to See How SEO Can Drive Results for Your Business?

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  • Aligning your SEO strategy with revenue goals
  • Identifying high-value customer acquisition opportunities
  • Developing a custom, ROI-focused SEO approach

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