Booked 5 Days a Week
This SEO Overhaul Took Schaffer from Hidden to Booked Solid
Dr. Schaffer had the surgical reputation, the team and the trust. But his website was invisible in search engines, and patients didn’t even know he existed. His online presence wasn’t doing him any favors. We changed that.
The Challenge: SEO Missing in Action
Dr. Christopher Schaffer of Schaffer Plastic Surgery in Birmingham, Alabama, had the skill and reputation. But his website was working against him with outdated SEO and low-value content—and he wasn’t ranking for anything. Not even for “Plastic Surgeon Birmingham Alabama.”
The site was broken. New patient appointments were nonexistent. And search engines were completely ignoring him.
A bad website doesn’t just underperform. It actively hurts your visibility. The result? A trusted, high-quality practice offline that barely existed online.
Our Strategy: Get Google's Attention
We scrapped Dr. Schaffer's broken build and started fresh, launching a new site. Why? In our experience, site takeovers rarely perform as well as full rebuilds. They’re slower to gain traction, and they typically never outrank one of our new sites built from the ground up.
To turn things around, we built from a foundation that supports rankings and results:
- SEO-smart architecture
- Clean navigation and a logical sitemap
- Proper tags, titles and a structure that Google loves
Step 1: Say the Right Things in the Right Places
We created service pages built around high-intent, location-based keywords that matched what real patients were searching for. Every page had a clear purpose and targeted terms with strong conversion potential. No fluff. No filler. Just helpful, SEO-smart content written to inform and convert.
Within a few months, rankings began to climb. By the one-year mark, Schaffer Plastic Surgery was dominating page one for the most valuable terms in the Birmingham market.
Step 2: Create Content. Build Trust. Repeat.
To build authority and support long-term growth, we developed a monthly content roadmap focused on patient education. Each piece was designed with a dual purpose: rank well in search and actually help users once they landed on the site.
We answered common patient questions, offered expert-level insights and created blog content that was clear, conversational and trustworthy. This wasn't content just to please algorithms—it was content that patients could learn from, feel good about and act on.
The result? More qualified traffic, lower bounce rates and a steady rise in new patient appointments.
Step 3: Turn Clicks Into Appointments
Conversion strategy is built in from the beginning. While designing the site and building content, we also mapped out the full user journey with one clear goal: new patient appointments.
That meant clear, compelling calls to action (CTA). Streamlined, intuitive forms. Trust-building elements such as testimonials and before-and-after photos. And a phone number that’s always visible—because in our experience, making a phone call is the most important action a patient can take.
The result? Today, Dr. Schaffer's schedule stays full, with patients booking months in advance. Because when everything from structure to CTAs to strategy is aligned, patient appointments follow.
Dr. Schaffer's Results: Fully Booked and All Smiles
Dr. Schaffer didn’t need a new brand, new name, or new logo. He needed a website that would generate a booked patient schedule, five days a week—and that’s exactly what he got. What started as a broken, invisible site became a high-performing growth engine, built on clean strategy, real content and the kind of technical SEO that actually delivers.
The content wasn’t just created for search engines. It was written for patients—real people making real decisions—while keeping Google in mind. That focus worked. You can see the results for yourself at Schaffer Plastic Surgery.
