Top Notch Bodyworks.
Five years of compounding SEO and CRO work for an Auckland osteopathy and massage practice. From a website nobody could find to a steady, predictable lead engine that fills the diary.
- Client
- Top Notch Bodyworks. Multi-practitioner clinic in Parnell, Auckland: osteopathy, massage therapy, sports massage, pregnancy massage, acupuncture and naturopathy.
- Industry
- Service business / health practice. Lead gen via online bookings (the diary is the funnel).
- Markets
- Auckland local. Mostly Parnell, Mount Eden, Newmarket and the wider Auckland CBD catchment.
- Engagement
- Started in 2020 with SEO. Evolved into a full lead-gen partnership: CRO, content production, ads, brand voice, segment-based email marketing. Still running.
- Stack
- WordPress, Cliniko (booking), Google Tag Manager, GA4, Microsoft Clarity, Google Ads.
More bookings, year over year, on +16% more traffic.
Year-2 lift after the first 12 months of SEO had already taken organic traffic from 14 visits a day to 60. The redesign and conversion programme then turned that traffic into actual diary fills, with bookings outpacing the traffic gain by more than 2x.
A great practice. A website that did not bring it patients.
Top Notch is a small clinic with a real reputation in Parnell. The kind of place that gets word-of-mouth recommendations from physios, GPs and pilates instructors. The website did not match the practice.
When we started in 2020, the homepage was averaging 14 organic visits per day. Bookings came mostly through referrals and existing patients. Search traffic for “osteopath Auckland”, “massage Parnell”, “sports massage near me” was almost entirely missed. And once a visitor did land, the page did not give them a clear next step beyond a hard-to-spot booking link.
- No SEO foundation. Limited service-page content, weak local-pack signals, no schema, technical issues blocking indexation. Top Notch was invisible for the queries it should have owned.
- A confused homepage. Pink-on-dark hero with vague copy (“sore muscles or stress slowing you down?”), service tiles below the fold, no immediate clarity on what conditions Top Notch treats.
- Unmeasured booking funnel. Cliniko bookings happened on a separate domain. Without GTM and cross-domain tracking, the team could not tell which channel actually filled the diary.
Drag to compare. 2019 site on the left, today on the right.
The site has been through two major redesigns over the engagement. The current treatment pulls everything Top Notch offers above the fold, with a clear primary CTA, a unique value proposition for serious cases, and a credibility-first design.
Drag the handle. Old site: pink hero, generic copy, no service prices, no testimonials in view. New site: clarity-led headline, services, prices, team, social proof.
SEO first. Then CRO. Then both, every quarter.
A small budget meant we had to compound. Year 1 was about being findable. Year 2 onwards was about turning every visit into a booking attempt.
SEO foundations and content engine
Service pages rebuilt for the queries that mattered: osteopathy in Auckland, sports massage, pregnancy massage, acupuncture for specific conditions. Local-pack signals tightened. Then a long-running content programme on the blog: condition-led articles (back pain, headaches, pregnancy), seasonal posts, and a steady cadence of new entries. Recent ones are produced with AI-assisted research and the in-house team’s clinical voice on top.
Cross-domain booking tracking
Cliniko bookings happen on a separate subdomain. We set up Google Tag Manager on both ends, fired booking-completed events into GA4, and connected them as conversions. For the first time, Top Notch could see which channel, page and content piece actually filled the diary.
Heuristic CRO and homepage redesign
The 2019 homepage was rebuilt twice across the engagement. The current treatment leads with the conditions that matter most to high-intent visitors (“Pain, tension, or an injury that is not improving?”), surfaces the team and prices in the first scroll, and routes intent into specific service flows rather than a single generic CTA.
Email and segment marketing
Patient list segmented (active, lapsed, new, “about to dump you”). Re-engagement flows for lapsed patients. Targeted seasonal campaigns. The clinic now has a marketing engine, not just a website.
Voice-of-Customer and brand work
Most recently we ran a full Voice-of-Customer sentiment analysis on the Auckland wellness market and rebuilt the brand voice and style guidelines around the language patients actually use about pain, recovery and outcomes. That copy now feeds the service pages, the blog and the ads.
“Out of all the people we have hired in the past, finally we have found an expert who knows what he is doing, and can prove it.
Anj Young Reg. Osteopath, Founder & Clinical Manager, Top Notch Bodyworks ★★★★★ · Public Google review
Compounding wins, year over year.
A small site with a small ad budget, run as a long programme. The wins from year 1 keep paying year 4.
A 4x lift in organic traffic in the first 12 months, driven by the new service-page architecture and the content cadence on the blog.
Bookings outpaced the traffic gain by more than 2x. Same audience, better-converting site. This is the lift the redesign and tracking work paid for.
Active engagement since 2020. Brand voice, segmented email, ads, and the second redesign all stack on the SEO and CRO foundation laid in years 1 and 2.
Why this story applies to your service business.
Top Notch is not a Fortune 500 case study. That is the point. Most service businesses live in this space.
Clinics, consultancies, accountants, fitness studios.
If your business runs on appointments, enquiries or quote requests, the same playbook applies. Be findable for the queries that signal real intent. Then make sure the page they land on tells them they are in the right place and where to click next.
Most of the gains do not need a big budget.
Top Notch does not run an enterprise CRO programme. It runs a focused, monthly partnership where every dollar is accounted for and every quarter compounds on the last. That is what we offer in the smaller CRO Plans tiers.