Upon taking over blogging for Compass Health, we’ve increased their blog traffic by 500% in addition to achieving several featured snippets and AI overviews.
Transforming search into growth
A full-funnel digital strategy driving patient leads across paid search and SEO for Compass Health Center
About
Compass Health Center strives to set the standard of excellence for Partial Hospitalization (PHP) and Intensive Outpatient (IOP) Programs by providing immediate access to specialized, comprehensive, compassionate, evidence-based behavioral health treatment to patients and their families.
The challenge
Compass had their eyes on growth but operated largely on a referral model, which made it challenging to expand geographically into new regions where they did not have an existing customer base. As a result, they determined they needed to improve their online presence and invest in performance marketing to drive qualified patient leads.
Operating in a highly competitive post-COVID virtual healthcare landscape added further complexity, as did the need to stay compliant with HIPAA and data privacy protocols throughout all paid and organic activity. Beyond volume, a key challenge was driving leads that were genuinely qualified — not just general inquiries — while simultaneously reducing cost-per-lead.
Objectives
Compass sought to expand from operations in one state to six states across the US, while simultaneously improving the quality and cost-efficiency of their patient lead generation. The focus was on driving genuinely qualified leads rather than general inquiries, navigating a highly competitive post-COVID virtual healthcare landscape, and maintaining full HIPAA and data privacy compliance throughout. With a $50K/month Google media spend budget, the goal was to reduce CPL and increase conversion rates in a measurable, scalable way.
The website & content strategy
In 2021, we developed a new website for Compass Health that included a full content rewrite and onpage SEO, which has led to a...
1,590%
increase in SEO leads
2700%
increase in SEO-driven sessions
1,590% increase in SEO leads
By the numbers
Blog performance
A winning CPL on Google
With an average customer value of $12,000/client, we achieved an impressive cost per lead of $33 — 34% lower than the target of $50 — making lead generation on Google extremely profitable.
We created unique landing environments tailored to match patient intent, with messaging segmented for parents, individuals, and guardians. Leads were qualified through Typeform-style forms to filter for serious inquiries, and pages were built using CRO best practices with ongoing A/B testing.
Driving SEO awareness
To expand into different states and capture new business outside of referrals, we focused heavily on non-branded search traffic.
We saw a +101% increase in search impressions for non branded terms YoY and clicks have increased 199% over last year.
+179%
conversions
$33
cost per lead
$12k
avg. customer value
6
states with operations
Why it worked
A localized SEO strategy and a complete website refresh gave Compass Health the foundation to grow organically, while a precision-driven paid media program accelerated qualified patient acquisition. Optimized content aligned with patient intent brought the right organic traffic, while consistent blogging built authority and trust across new markets.
On the paid side, careful campaign segmentation, tailored landing pages, and relentless CRO kept cost-per-lead well below target, even in a highly competitive healthcare category. Together, these efforts compounded — turning online visibility into a scalable, profitable growth engine across six US states.Content