The problem
Gaba Healthcare is a telepsychiatry company in New York. It sees patients in seven US states.
When I joined in February 2023, it spent about USD 20,000 a month on ads. That was all its marketing. Only 1.8% of visitors booked a consultation.
More budget wouldn’t fix that. 98 of every 100 visitors would still leave.
What I did
People need to trust you before they see a psychiatrist online. So I started with the landing pages.
I ran all of it: the pages, the tests, the Meta and search budget, the content, the link partnerships, and a remote team of five that I hired.
Step 1 of 5. Tap the numbers.
A page for each condition
One page per condition, so it matched what people searched for.
See the pages
These condition pages are still live. They’ve been edited since I left in December 2023, so the structure is mine but some copy may not be.
Results
1.8% to 5.0% consultation booking rate
| Change | Aimed at | Result |
|---|---|---|
| A page per condition, plus trust tests | Booking rate | 1.8% to 5.0% |
| 40% of Meta brand spend moved into search | Qualified calls | 12 to 20 a day, up 67% |
| Articles and link partnerships | Visitors from Google | 5,000 to 9,000 a month, up 80% |
By the end, SEO brought in 35% of qualified calls. The changes ran at the same time, so I can’t split the credit between them.
What I learned
If people visit but don’t book, fix the page first.
In healthcare, the page has to match why someone searched. That meant one page per condition. Links from WebMD, Teladoc Health and Indeed also helped. They gave the site trust that ads can’t buy.