Where Clinic Evo came from
Bodyfunction Clinic marketing case study
In August 2024, Bodyfunction Clinic in Angel was getting eight visitors a month from Google. Not eight a day. Eight a month, and it had been stuck there for a year. The practitioners were good. Nobody could find them.
Today it is found by nearly 4,000 people a month, sits on page one for the local searches patients actually use, and five times as many people search for it by name. This is what we did, and why we now do it for other clinics.
Why we can tell you the truth about this one
It is our own clinic
Danny Morgan is an osteopath. He built Bodyfunction Clinic, and then had to work out how to fill it without a marketing budget or an agency worth paying. He is also a co-founder of Clinic Evo.
Which means everything on this page was learned the hard way, on his own diary and his own money. We know which decisions moved the needle because we were the ones who lost income when they did not.
Clinic Evo exists to give that to other clinic owners, without the two years of guessing. Simon brought the technical SEO and digital marketing side; Danny brought the clinical reality of what patients actually do before they book.
We are not a marketing company that happens to have healthcare clients. We are healthcare professionals who had to solve this for ourselves first.
Clinic type
Osteopathy and MSK clinic, Angel, London
What we worked on
Website structure, local visibility, condition content, patient follow-up
Timeframe
Two years, August 2024 to August 2026
Relationship
Clinic Evo's founding clinic, not an outside client
The problem
Every patient came from a recommendation, and that was the ceiling
If you rely on word of mouth, your diary is only ever as full as your last happy patient made it. There is no way to turn it up when you need to, and no way to plan around it.
Meanwhile, people two streets away were searching for exactly what the clinic did and finding somebody else. That is the part that stings. The demand was already there. It was just going to whoever Google put in front of them.
If any of this sounds familiar
That was this clinic two years ago. Every one of those is fixable.
What we did
What we changed
None of these are clever. They are the things most clinic websites simply have not had done to them.
Answered what patients actually type
Nobody searches for “osteopathy”. They search for whether their back pain could be causing their stomach pain, at eleven at night, worried. Every page that works on this site answers a real question somebody asked.
Went deep instead of wide
One thorough page beats twenty thin ones. We wrote properly about the conditions the clinic genuinely knew. The alternative is a shallow page for every service and a hope that one of them lands.
Made the local searches winnable
The terms that bring in someone ready to book, like “osteopath near me” and “osteopath islington”, need local signals, consistent details and pages built for the area, not just good content.
Shortened the route to booking
Someone reading about their neck pain at midnight should never have to hunt for how to see somebody about it. The path from worry to appointment got shorter on every page.
Fixed the foundations first
Site structure, speed and how Google reads the site were sorted before any content went up. Good content on a broken site does not rank, and most clinics find this out the expensive way.
Stopped ignoring past patients
The existing patient list was the cheapest source of appointments the clinic had, and nothing was being done with it. Follow-up became a system rather than a good intention.
What happened
From invisible to the first clinic patients see
Measured in Google Search Console and Ahrefs, so you can check every one of these.
8 → 3,822
People finding the clinic through Google each month
Ahrefs: Aug 2024 against Aug 2026
+425%
More clicks through to the website, year on year
GSC: 9,345 rising to 49,065
Page one
For the local searches patients use to find an osteopath nearby
GSC: reached within six months
5×
More people searching for the clinic by name
GSC: combined branded search clicks
bodyfunction.co.uk, today
The green figures are the change since the last check. Still climbing.
Ahrefs, bodyfunction.co.uk, Aug 2024 – Aug 2026
Flat at 8–15 visits a month for the whole year to Aug 2024, then a clean inflection once the content and structure work landed.
| Month | Estimated monthly organic visitors |
|---|---|
| Aug 2024 | 8 |
| Sep 2024 | 50 |
| Jan 2025 | 140 |
| Mar 2025 | 1,103 |
| Jan 2026 | 3,000 |
| Aug 2026 | 3,822 |
The bit nobody warns you about
Nothing visible happens, and then it all does
Look at the flat stretch at the start of that line. That is a year of work with almost nothing to show for it. It is also the exact point where most clinic owners conclude SEO does not work and stop paying for it.
Then the line turns, and everything after that point is the same work as everything before it. Nothing changed except how long Google had been watching.
If you take one thing from this page, take that. The clinics that win at this are the ones who did not quit in month five.
The searches that fill a diary
Page one for local patient searches, inside six months
Article traffic is satisfying, but it is not what fills Tuesday afternoon. What fills Tuesday afternoon is somebody in your postcode typing “back pain treatment islington” because their back has gone and they want it seen this week.
Those are the hardest searches to win, because every clinic in the area wants them. Bodyfunction reached page one for them within six months, in one of the most competitive boroughs in the country, and now holds the top three for treatment searches across joints, muscles, posture and hips.
Page one is where patients look. Page two may as well not exist.
Ahrefs, bodyfunction.co.uk
What moving up is worth
Position two is not half as good as position one
It is a fraction as good, and almost nobody reaches page two at all. So moving a search term from 18th to 6th does not increase your patients by a third. It multiplies them.
These three are content searches: somebody working out what is wrong before they are ready to book. Winning those puts the clinic in front of a patient early, while everyone else is still waiting to be found. The same arithmetic moved the local booking terms above, which is where it pays fastest.
Google Search Console, 12 months to Jul 2026
2 → 68 clicks
6 → 34 clicks
1 → 26 clicks
The search result that matters most
Five times as many people now search for the clinic by name
Of everything search can show you, this is the figure we would pick. When somebody types your clinic's name into Google, they are not browsing. They already know who you are and they have decided.
Five times as many people in Angel and Islington now do that. That is a clinic becoming the name people remember in its area, the thing every practice owner actually wants, underneath all the talk about rankings.
One of those searches, “body function clinic angel”, did not exist at all two years ago. A third of the people who see it now click straight through.
Google Search Console, clicks year on year
bodyfunction clinic
136702
body function clinic
140630
bodyfunction
32133
body function clinic angel
045
At full capacity
572Appointments in the clinic's busiest month
One site, five treatment rooms, at its busiest. Spread across seven locations that number would describe a group in trouble. In one building it is close to what the rooms can hold.
Bodyfunction Clinic's own practice figures
Patient journey
After they find you
Patients do not choose a clinic the way they choose a plumber. They are in pain, often worried, and frequently they have already been let down by somebody who did not help. They need to feel understood before they will book.
So a page has to do more than list what you offer. It has to show you understand their specific problem, explain what will actually happen in the room, and make booking feel like the smallest possible step.
You can see it working in the click-through rates. Nearly 12% of people who see the clinic listed for “osteopathic medicine vs homeopathic medicine” click it, and a third of those who see it for “body function clinic angel” do. Those are well above what those positions would normally earn, and that gap is the wording doing its job.
All the visibility in the world is wasted on a page that does not convince somebody you can help them.
Takeaway
What other clinics can learn from this
The local searches come first. Page one for “osteopath near me” inside six months is the part that puts people on your table this quarter. Everything else compounds behind it.
Depth beats volume. One page that genuinely answers a patient's question will outperform twenty thin ones, and it keeps earning for years after you write it.
Order matters. Foundations, then local visibility, then content that builds authority. Clinics that start at the wrong end wonder why their ad spend never works.
You do not need two years of trial and error. That part is already done, and you can have it.
“But my clinic is much smaller than that”
Then read the other one. Lind Street Osteopathy is a single osteopath on the Isle of Wight who opened with no website at all and took page one across her whole area in twelve months.
Read the Lind Street case studyNext step
How Clinic Evo can help your clinic
The same work, applied to your practice, without you learning it the slow way first.
FAQ
What clinic owners ask us about this
The local patient searches, the ones where somebody is looking for an osteopath near them right now, reached page one within six months. The bigger content engine took longer to compound, which is normal. Any agency promising you page one in week three is describing something that does not happen.
No, and we would rather say so plainly. Danny Morgan is a co-founder of Clinic Evo and also the founder of Bodyfunction Clinic. Clinic Evo grew directly out of the work of building Bodyfunction's digital presence. We publish it as our origin story and our longest-running body of evidence.
Yes, and often faster. A smaller catchment has less competition to displace, so local visibility usually comes sooner. Our Lind Street Osteopathy case study covers a single-practitioner clinic on the Isle of Wight that reached page one across its whole catchment within twelve months of opening.
We look at where your clinic currently appears for the searches your patients actually make, what your local competitors are ranking for that you are not, how your website handles somebody who is ready to book, and where enquiries are going cold. You get a prioritised list of what to fix first.
Take the first step
Where does your clinic actually rank right now?
A free clinic audit shows you where you appear for the searches your patients are making, which competitors are taking that work, and what it would take to be the one they find first.