Scaling Our Client to Compete with Healthcare Giants

Services Used:

Project Overview

Our Client is a specialized clinic in Utah dedicated to treating sports injuries for a high-performance clientele, ranging from local weekend warriors to professional athletes. Operating as a lean, expert team of 6–25 employees, they provide high-touch service from their brick-and-mortar location, serving the South Jordan, Riverton, Herriman, Draper, Sandy, and West Jordan communities.

The Challenge

As a brand-new clinic entering a saturated market, Our Client faced the "Goliath" problem. They needed immediate exposure but were surrounded by massive, established competitors like the University of Utah and Intermountain Healthcare. Their goal was twofold: establish a foothold as a new business and generate a steady stream of new patients without relying on aggressive "patient stealing" from other local clinics.

Our Approach

We have partnered with Our Client for the last four years, evolving our approach as the search landscape shifted.

Phase 1: Foundation (Years 1–3): We launched a balanced SEO campaign combining technical backlinking with foundational service-page content to establish local authority.
Phase 2: Content Authority (2024–2025): Recognizing the rise of generative search, we pivoted to a heavy content strategy. We transformed the website into a knowledge hub, answering the specific, granular questions athletes ask when injured.
The “AI-First” Pivot: By focusing on long-tail informational queries, we optimized the site not just for traditional Google results, but for AI Overviews and ChatGPT searches, ensuring Our Client appeared wherever athletes were seeking recovery advice.

Results

The shift to a content-heavy strategy triggered an explosive growth period between January 2024 and January 2026:

Market Dominance

Ranking keywords jumped from 329 to 923. Most impressively, their "Top 3" rankings—the positions that drive the most clicks—soared from 4 to 43.

Bottom-Line Conversions

This wasn't just "vanity" traffic. Qualified leads (calls and form fills) grew from 221 to 331 in a single year.

Traffic Surge

Organic traffic increased from 2,692 visitors in 2024 to 4,738 in 2025—a 76% year-over-year increase.

Beating the Giants

Our Client now consistently outranks multi-billion dollar healthcare systems and large regional chains for high-value local keywords.

Business Scaling

The influx of patients allowed the clinic to double their patient load and hire additional staff to support the growth.

Takeaway

For small healthcare providers, content isn’t just about “blogging”—it’s about owning the patient’s journey. By anticipating the questions athletes ask and optimizing for the next generation of AI search, we proved that a boutique clinic like Our Client can successfully take market share from industry titans.

Next Steps: With a robust content library now in place, we are shifting our focus back to high-authority backlinking to solidify these rankings and ensure Our Client remains the undisputed local leader in sports recovery.