Osteopathy Case Study

Ferguson Street Osteopathy

Rating: 5
Author: Julie Hjorth

How a well-established Williamstown osteopathy practice fell out of local search entirely, and how a full rebuild brought it back to the top three, without relying on paid ads to get there.

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Ranking for “osteopath Williamstown”

Increase in direct bookings

Paid ads needed to compete

BEFORE

The Challenge

Julie Hjorth has led Ferguson Street Osteopathy since 2014, building it into a well-established, community-rooted practice in Williamstown. But the website hadn’t kept pace, and it showed in the rankings: The practice had dropped out of the top three local results for “osteopath Williamstown,” sitting seven or more positions behind competitors as far as three suburbs over.

Paid ads had been propping up traffic, but the cost wasn’t sustainable, and stopping them left the practice with no real way to be found. Prior efforts through a previous development relationship hadn’t resolved the problem, leaving Julie needing a fresh start.

Beyond the technical issues, the site itself worked against the brand. Thin content gave visitors little reason to trust the practice, calls to action were unclear or missing, and outdated photos and copy no longer reflected who Ferguson Street Osteopathy actually was.

Our Approach

Julie arranged a fresh photoshoot to capture the current team and clinic, giving us real imagery to build around rather than stock photos or outdated assets. We used the practice’s existing brand guide to rebuild the website on a faster framework, keeping the warm identity Julie had established while fixing what was holding it back.

Navigation was streamlined around how patients actually search and book, with clear CTA banners added throughout to replace the vague prompts on the old site. Existing blog content was cleaned up and aligned with the new brand, rather than scrapped and started over.

Technical and on-page SEO were rebuilt around keywords specific to osteopathy in Williamstown and surrounding suburbs, and the booking page was optimised to reduce friction between deciding to book and completing it.

AFTER

What We Delivered

Brand-Aligned Web Design

A faster, rebuilt site that kept Julie’s existing brand guide intact while fixing navigation, content, and calls to action throughout.

Local SEO

Technical and on-page optimisation targeting osteopathy keywords specific to Williamstown and surrounding suburbs.

Content & Blog Refresh

Existing blog content cleaned up and aligned with the new brand, rather than discarded and rebuilt from scratch.

Booking Page Optimisation

A streamlined booking flow designed to reduce friction between deciding to book and actually completing it.

The Results

Local search ranking

Back in the top three for local search and map pack for “osteopath Williamstown.”

More direct bookings

A meaningful lift in direct bookings, without relying on paid ads to bring traffic in.

Paid ads relied on

Results achieved organically, with no ongoing ad spend needed to stay visible.

“Dean did an amazing job on our website and SEO. Novo Digital Agency represented our business well and kept the site feeling homely while bringing it right up to date. Dean’s high standards show, and so do the results. Highly recommend Novo Digital Agency.”
Julie Hjorth
Principal, Ferguson Street Osteopathy

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