Client: Comprehensive Medical Aesthetics (CMA Miami) — cmamiami.com
Agency: Soaring High Marketing — soaringhighmarketingsolutions.com
Executive Summary
When CMA Miami first engaged us, their site was struggling on several fronts: fragmented information architecture, inconsistent navigation, broken internal links, and a blog that lived on a subdomain with little SEO equity flowing back to the main site. We were also constrained: for months we were asked not to alter design or mobile UX and to limit “fixes” primarily to sitemap organization, broken links, and content housekeeping.
Even with those constraints, we stabilized the technical baseline and used content and internal linking to keep organic discovery moving in the right direction. Then we got full control to rebuild the site—mobile-first, clean navigation, unified blog on the primary domain, and a service taxonomy that actually matches how patients search.
The results tell the story:
- Google Analytics (Organic traffic segment, YoY view in screenshot):
Active users: 2.4K (↑14.9%) • New users: 2.1K (↑64.2%) • Avg. engagement time: 1m 04s (↑36.1%) • Event count: 21K (↑10.7%)
- Google Analytics (All users, YoY view in screenshot):
Active users: 7.5K (↑19.2%) • New users: 6.5K (↑70.9%) • Avg. engagement time: 42s (↑3.0%) • Event count: 52K (↑7.6%)
- Google Search Console (custom period in screenshot):
Total clicks: 1.66K • Impressions: 325K • CTR: 0.5%
- Google Search Console (16-month view in screenshot):
Total clicks: 1.96K • Impressions: 444K • CTR: 0.4%
- Google Search Console (two window comparison in screenshot):
Impressions increased from 165K to 279K, while clicks shifted from 1.07K to 895 and CTR from 0.6% to 0.3%.
In short: the rebuild gave CMA Miami a modern, secure, mobile-ready platform; the unified information architecture made services discoverable; and the content strategy began compounding impressions across an expanding set of queries. CTR and position metrics reflect a broader query mix and wider top-of-funnel reach—our 2025 focus is turning that reach into more qualified clicks and conversions.
What We Inherited (and Why It Capped Growth)
Limited control. For the first phase of the engagement we were asked not to change design or make mobile UX adjustments. We concentrated on what we could control: repairing broken internal links, clarifying the sitemap, improving menu pathways, and placing targeted keywords where they fit naturally. We also published educational posts—but the blog lived on a subdomain, so most content equity wasn’t fully reinforcing the main site’s authority.
Fragmented navigation. Services were hard to browse. “Face,” “Body,” “Hair,” and “Skin” were not consistently mapped to treatment pages (e.g., Botox, PDO threads, Juvederm; weight loss and body sculpting; laser scar and tattoo removal; laser hair removal and hair-loss solutions). Users (and crawlers) had to work to understand the offering.
Security & reliability issues. The site had been “getting hacked” and destabilized. In practical terms, that meant intermittent downtime, mixed content warnings, and uneven performance—none of which help search growth or conversion.
Even with those handcuffs, we stabilized the index, cleaned internal pathways, and used targeted content to keep organic visibility from flatlining while we waited to rebuild.
The Rebuild: A Platform Designed for Patients and Search
When we received the green light to redesign, we rebuilt everything around three principles: clarity, speed, and scalability.
1) Mobile-First UX That Mirrors Patient Intent
We mapped the service catalog the way patients think and search:
- Category hubs: Face, Body, Skin, Hair, Wellness, Sexual Health, IV Therapy.
- Service families: Each hub introduces the category, links to treatments, and answers top pre-visit questions.
- Child pages: Clear, benefit-first copy for treatments like Botox, PDO threads, Juvederm, body sculpting, weight-loss programs, skin resurfacing, laser scar/tattoo removal, laser hair removal, and HRT. Internal links connect peers and “next step” pages.
Navigation was simplified so the path “Home → Category → Treatment → Book/Contact” is always 2–3 taps on mobile. Primary calls-to-action (“Book Now,” “Call,” “Directions”) are persistent and thumb-reachable. Nothing fancy—just the fastest route to answers and appointments.
2) Clean Information Architecture & Internal Linking
We aligned headings and cross-links so crawlers (and humans) can infer relationships:
- Category pages link down to treatments and sideways to related procedures.
- Treatments link back to parents (“Face → Botox”) and laterally to alternatives (“Considering fillers?”).
- FAQs on treatment pages surface long-tail queries we see in Search Console.
We also consolidated or retired duplicate/overlapping pages to reduce cannibalization.
3) Blog Consolidation (Subdomain → Primary)
The blog now lives on the main domain. That matters because every authoritative, helpful post can now reinforce the root site’s topical depth, pass internal link equity to priority treatments, and attract long-tail traffic without splitting signals across hosts.
4) Technical Stabilization
We hardened the stack against the past “hack” issues, normalized redirects, and ensured a crawlable, minimal-friction structure. Page-speed and Core Web Vitals work is ongoing as we collect more field data from the rebuilt theme.
What the Numbers Say (and How to Read Them)
Google Analytics — Organic Segment (YoY)
From the “Organic traffic” report snapshot:
- Active users: 2.4K (↑14.9%)
- New users: 2.1K (↑64.2%)
- Average engagement time per active user: 1m 04s (↑36.1%)
- Event count: 21K (↑10.7%)
Plain-English takeaway: more people are finding CMA via search, a larger share are brand-new visitors, and the average person is spending longer engaging with content than last year. That’s exactly what we expect when the site becomes easier to navigate, answers more questions, and points clearly to “book” or “contact.”
Top pages call-outs from the same screenshot:
- “North Miami, FL CMA…” — 1.2K views, 827 active users (↑330.7%), 4.3K events (↑100.3%). This page is acting like a local hub.
- “RUDOLPH MOISE, D.O.” — 1.1K views, 811 active users (↑52.7%), 4.1K events (↑50.6%). Provider credibility content is pulling its weight.
- “Beauty and Anti-Aging…” — 277 views, 200 active users (↑1,328.6%), 702 events (↑1,612.2%). A dramatic lift—this is the pattern we see when a page gets better internal placement and clearer topical context.
- “Contact us …” — 374 views, 256 active users (↑91.0%). Utility pages benefit when CTAs are consistent and easy to reach from mobile.
You’ll also notice bounce-rate changes in the table. GA4’s “bounce rate” reflects the inverse of “engaged sessions,” and it’s sensitive to how events are configured after a rebuild. Because we shifted the event model and improved calls-to-action, comparing “bounce rate” alone can be misleading. We prioritize engagement time, events, and conversions, which are trending up in the same snapshot.
Google Analytics — All Users (YoY)
The “All users” snapshot underscores a broader lift:
- Active users: 7.5K (↑19.2%)
- New users: 6.5K (↑70.9%)
- Avg. engagement time: 42s (↑3.0%)
- Event count: 52K (↑7.6%)
This tells us the rebuild isn’t just helping organic visitors; other channels (direct, referral, social) also benefit from clearer navigation, faster paths, and consistent CTAs.
Google Search Console — Trend Views
- Custom period view: 1.66K clicks, 325K impressions, 0.5% CTR. The impressions curve climbs through the fall and winter, which aligns with publishing new pages, consolidating the blog, and cleaning internal pathways.
- 16-month view: 1.96K clicks, 444K impressions, 0.4% CTR. This tells us that, across a longer horizon, CMA is now visible for a much wider set of queries than before the rebuild.
- Comparison view (two windows):
Impressions: 165K → 279K (growth)
Clicks: 1.07K → 895 (dip)
CTR: 0.6% → 0.3% (lower)
Avg. position: 47.6 → 51.6 (slightly lower)
How to interpret the comparison: as we expanded the site’s topical coverage and added more pages, Google began testing those pages for broader, earlier-stage queries. That inflates impressions faster than clicks, which naturally reduces CTR and can nudge average position downward while the new URLs earn trust. This isn’t a setback; it’s a common growth phase when a site moves from a small set of high-intent queries to a wider discovery footprint. Our job now is to convert more of that exposure into clicks (metadata and snippet work) and conversions (on-page UX and trust).
Why the Architecture Shift Mattered
Clear Paths for Humans
Patients don’t think in CMS folders—they think in goals:
- “I want smoother lines” → Face → Botox/Fillers → Book
- “I want stubborn fat gone” → Body → Body sculpting/Weight loss → Book
- “I want old ink gone” → Skin → Laser tattoo removal → Book
- “I want permanent hair removal” → Hair → Laser hair removal → Book
We made those journeys obvious on mobile, tablet, and desktop. CTAs never disappear. Forms are short. Phone and directions are one tap away.
Clear Signals for Search
Search engines infer meaning from structure. Category hubs tell Google “this site is authoritative on Face/Body/Skin/Hair and their treatments.” Treatment pages then specialize: detailed indications, candid expectations, aftercare, and FAQ blocks that answer conversational queries. Internal links between peers (“considering fillers instead of neuromodulators?”) help Google map the cluster and distribute page authority.
Unifying the Blog
Moving posts to the main domain means every educational article about recovery timelines, candidacy checklists, or seasonal skin care can strengthen the root domain and support relevant treatments. Each post includes sensible internal links and FAQ fragments that mirror the questions we see in Search Console.
What We Fixed Under the Hood
- Sitemap & indexation: Fresh, accurate XML sitemaps and a rational URL structure help crawlers find new and updated content consistently.
- Redirect hygiene: Legacy URLs either map to their closest modern equivalents or serve a clean 410 when appropriate.
- Duplicate trimming: Consolidated near-duplicate pages that were competing for the same query set.
- Structured data: Treatment and local business schema implemented where relevant to improve understanding and eligibility for rich snippets.
- Security hardening: Remediated the patterns that led to the earlier hack issues and normalized mixed content/redirect chains that can slow crawling.
Content & On-Page Strategy: Built for Discovery and Decisions
Informational Depth With Intent
Every treatment page now leads with patient-friendly benefits, addresses top concerns, and sets realistic expectations. We write for humans first, but we also weave in the phrasing people actually use, which we validate in Search Console. FAQs reflect those questions in crisp, 2–4 sentence answers.
Internal Links That Nudge the Next Step
A Botox page can suggest fillers for volume loss and link to recovery guides. A laser hair removal page points to pre-appointment tips. These links aren’t ornamental—they shorten the decision path and help crawlers understand semantic relationships.
Local Relevance Without Noise
We include local signals where they belong: NAP consistency, city references on location pages, driving directions where helpful, and structured data. We don’t stuff city names into every sentence; clarity and usefulness always come first.
Reading the Page-Level Wins
From the organic GA snapshot:
- “North Miami, FL CMA…” behaving like a high-intent local hub (1.2K views / 827 active users, strong event count). Users are landing there and continuing deeper—exactly what we expect when a location page answers practical questions and offers immediate next steps.
- “RUDOLPH MOISE, D.O.” page performance indicates provider trust is a conversion lever. Biographical depth, credentials, and embedded patient feedback help.
- “Beauty and Anti-Aging…” surging after the rebuild (quadruple-digit gains across users and events) shows that internal placement + categorization can unlock pages that were previously invisible in the nav.
- “Contact us …” uptick in active users underscores the role of persistent, mobile-friendly CTAs.
We’ll continue to treat these pages as “models” for other service areas and apply the same patterns where appropriate.
Why Impressions Grew Faster Than Clicks (and What We’re Doing)
As noted, the GSC comparison view shows impressions up (165K → 279K) and CTR down (0.6% → 0.3%) with average position slipping. Three reasons:
- Inventory expansion. With more pages and a richer taxonomy, Google tests CMA across a broader set of queries (including exploratory ones). That inflates impressions before trust/position mature.
- Snippet competition. More AI-style overviews, packs, and media blocks reduce available blue-link clicks for broad queries. That’s a landscape reality we plan for, not a failure of the site.
- Metadata maturity. Title/description testing is still underway. As we learn which language earns clicks without over-promising, CTR should normalize upward—especially on the treatment pages where intent is clearest.
Action plan already in motion:
- Rewrite high-impression, low-CTR metadata (prioritize pages ranking positions 5–20) and test benefit-forward descriptions that match the on-page promise.
- FAQ and how-to fragments targeting answer-engine and “People also ask” panels—useful to users, and often a path to more SERP surface.
- Rich media where it adds value (e.g., short clips, clean before-and-after photography with descriptive alt text) to earn more engaging search snippets.
- Schema refinements for treatments and local business to improve eligibility for rich results.
What This Means for Patients (and the Business)
Patients discover CMA faster because:
- They can recognize their problem in the category hubs (Face/Body/Skin/Hair).
- They can explore safe, realistic solutions in treatment pages that are candid about benefits and downtime.
- They can book from anywhere on the page—no hunting for the next step.
The business benefits because:
- More new users are arriving via organic search (2.1K, ↑64.2% in the organic GA snapshot).
- Engagement per user is up (1m 04s average, ↑36.1% for organic), which usually correlates with stronger intent and better conversion rates.
- Total search visibility has expanded (GSC impressions trend), laying the groundwork for future CTR and ranking lifts as we optimize snippets and accumulate trust.
The Playbook We Followed (and Would Use Again)
- Stabilize first. Fix broken links, clean the sitemap, reduce duplicate content. Keep publishing helpful content even if the design isn’t ideal—momentum matters.
- Rebuild for clarity. Align the nav and IA with how humans search and decide. Shorten the path to “book” and “call,” especially on mobile.
- Unify content under the root domain. Subdomain blogs split equity; moving them in consolidates authority and makes internal linking far more powerful.
- Map internal links intentionally. Parent↔child and peer↔peer links make discovery easy for users and signal relationships to crawlers.
- Measure what matters. Focus on engagement, events, and qualified leads instead of chasing a single vanity metric. Understand that expanded impressions can temporarily dilute CTR while the site “learns” across a wider query set.
- Iterate on snippets & UX. Titles, meta descriptions, and on-page elements are not “set and forget.” Test, learn, repeat.
What’s Next: Turning Breadth Into Bookings
- CTR campaigns on high-impression pages. We’ll prioritize URLs with positions 5–20 and rework metadata to better match intent (no clickbait—just clear benefits).
- Featured-answer targeting. Tighten Q&A sections on treatments and location pages to win more answer-engine and PAA presence.
- Local pack edge. Continue strengthening the location hub, align onsite details with Google Business Profile, and keep building authentic reviews and Q&A content.
- Media & trust badges. Expand high-quality photography, before-and-after documentation, and credential display close to CTAs.
- Topical clusters. Publish authoritative guides (e.g., candidacy checklists, recovery timelines) and interlink to treatment pages to reinforce expertise.
- Speed & vitals tuning. With the new theme in place, we’ll use field data to remove any lingering layout shifts and optimize image delivery.
Takeaways for Non-Marketers
If you’re a clinic owner skimming this to see what matters, here’s the simple version:
- Patients will find you faster when your site mirrors how they think: “goal → treatment → book.”
- Search engines will trust you more when your pages are organized, connected, and genuinely helpful.
- Rebuilds are worth the effort when they remove friction: mobile clarity, consistent CTAs, and content that actually answers questions.
The screenshots in this study are the proof: more new people arriving, more time spent on the site, and far wider search visibility than before the rebuild. That’s the foundation you need for long-term growth.
A Note on Honesty in Reporting
Every number referenced above comes directly from the client’s Google Analytics and Google Search Console screenshots provided for this review. When something dips (like CTR during an inventory expansion), we say so and explain why—and we show how we’re responding. That honesty builds better strategies and, in the end, better businesses.
Ready to See What This Looks Like for Your Clinic?
CMA Miami now has a site that reflects the quality of its care and a search presence that keeps growing. You can explore their live experience here: cmamiami.com.If you’d like an equally candid assessment of your website and search footprint—or you’re ready to rebuild on a clean, scalable foundation—visit Soaring High Marketing. Let’s turn your site into a patient-friendly, search-ready growth engine.