Case Study SEO
Increasing leads for a Fertility Clinic in Barcelona
A leading fertility clinic based in Barcelona wanted to increase qualified leads for its wide range of treatments, including natural insemination, artificial insemination, in vitro fertilization (IVF), ovodonation, the ROPA method, egg donation, and fertility preservation.
Overview
A fertility clinic based in Barcelona offered a wide range of treatments including natural insemination, artificial insemination, in vitro fertilization (IVF), ovodonation, the ROPA method, egg donation, and fertility preservation.
The clinic’s main goal was to attract international patients, specifically from Spain, France, Italy, Germany, and the UK to travel to Barcelona and undergo treatments at the clinic.
While the clinic had strong expertise and a broad offering, its digital presence was not fully optimized to convert visitors into patients. The main goal was to attract and convert more leads through their website, positioning the clinic as a trusted authority in fertility treatments.
Challenges
Although the clinic had strong expertise and a broad portfolio of treatments, its online presence was not optimized to capture and convert international audiences. The treatment landing pages lacked detailed explanations of procedures and were missing strong conversion elements such as clear CTAs.
The site was also limited in multilingual content, which reduced its ability to connect with users in different countries. The blog had some existing articles, but many were underperforming, lacked depth, and were not strategically aligned with international search demand.
In addition to content and conversion gaps, the website faced several technical SEO issues that limited visibility across international markets. Incorrect hreflang implementation prevented search engines from properly serving the right language version in each country. Duplicate pages and broken links reduced site quality and user experience, while weak internal linking made it harder for search engines to understand content hierarchy and distribute authority across key treatment pages.
At the same time, competitors in the fertility space were ranking for high-value queries thanks to more comprehensive content, while forums and online communities were shaping patient decisions without the clinic leveraging these insights.
Strategy
Keyword Research & International Targeting
The project began with an in-depth keyword research process conducted in Spanish, French, Italian, German, and English. This made it possible to identify not only the main treatment-related search terms but also the informational queries that potential patients were using in different markets. The keywords were then mapped to both treatment landing pages and blog content to ensure each stage of the patient journey was addressed and localized for maximum international reach.
Landing Page Optimization
The treatment landing pages were rebuilt to provide clear, patient-centered explanations of each procedure, ensuring that users from different countries could easily understand the process and benefits. Strong calls-to-action were integrated to encourage users to book a free consultation, and FAQ sections were added to address common concerns around topics such as treatment duration, travel logistics, and success rates. This improved both the conversion potential and the trustworthiness of the pages.
Content & Blog Strategy
To strengthen top-of-funnel visibility and nurture prospective patients, I developed a six-month content plan covering the topics the client wanted to highlight. The plan balanced high-volume search queries with strategically selected themes identified through competitor and forum research. Once approved, the content plan was executed in collaboration with a copywriter and the clinic’s medical staff to ensure accuracy and reliability.
Given that fertility treatments fall under Your Money, Your Life (YMYL) standards, the content required a precise and trustworthy medical perspective. Every article written by the copywriter was reviewed and proofread by the clinic’s doctors to ensure accuracy and patient safety. To enhance readability and user experience, a designer added infographics and images that made the articles more engaging and accessible.
SEO efforts were channeled into building E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). Team pages were optimized to highlight each doctor’s expertise, certifications, experience, and links to professional networks. Each article clearly included author information, identifying the fertility doctor who wrote or proofread the piece, further reinforcing the site’s credibility and authority.
Technical SEO Improvements
Alongside content optimization, significant technical SEO issues were addressed. Hreflang tags were corrected to ensure that users in each country were directed to the appropriate language version of the site.
Duplicate pages were consolidated, broken links were fixed, and the internal linking structure was improved to distribute authority more effectively across key treatment pages. These changes improved crawlability, search visibility, and user experience across international markets.
Conversion Funnel Integration
Finally, the patient journey was optimized by integrating blog and landing page content into a seamless conversion funnel. Informational articles were connected to relevant treatment pages, with contextual CTAs strategically placed to encourage consultation bookings.
Patient success stories and the clinic’s international advantages were highlighted throughout the content, creating trust and motivating prospective patients to take action.
Results
The combined efforts of optimizing landing pages and publishing 3–4 high-quality articles per month led to measurable growth in clicks, impressions, and organic traffic across international markets. While visibility improved in France, Italy, Germany, and the UK, the primary focus remained on Spain, where SEO efforts were prioritized and showed the most significant impact in both traffic and lead generation.
Through a combination of multilingual keyword research, medical–grade content creation with E-E-A-T principles, technical SEO improvements, and optimized landing pages, the fertility clinic in Barcelona successfully attracted international patients and converted website visitors into qualified consultation leads. This reinforced its position as a trusted fertility destination in Europe and demonstrated the value of a comprehensive SEO-driven growth strategy for clinics serving international patients.
Tools & Skills
Figma | Google Analytics | Google Search Console | Screaming Frog | Ahrefs | SEMrush | Excel | Keyword Research | UX | SEO Strategy | Content Strategy | Localization | E-E-A-T Optimization