Overview
Chelsea Heights Medical Centre (then Wells Road Medical Centre) is a bulk-billing general practice on Wells Road in Chelsea Heights, serving families across Melbourne’s south-east with GP care, women’s health, mental health support and more.
When we started working together in late 2023, the clinic had just moved to a new website, and some of the pages that used to bring in patients from Google had disappeared. Our job was to recover that lost visibility, then build on it so local people looking for a GP would find the clinic first.
The challenge
Traffic lost in a website migration
The move to a new website left a trail of broken links. Pages that had ranked on Google now returned “page not found” errors, and the search visibility they had built up was going to waste.
A crowded local GP market
Melbourne’s south-east has plenty of medical centres, many of them part of larger groups with bigger websites and advertising budgets. To stand out, the clinic needed to own searches for its own suburb and the suburbs around it.
Content that is accurate and approachable
Health content has to be right. Every page needed to be medically accurate and easy for patients to read, and it had to sound like the clinic, not a textbook.
What we did
Recovering what the migration broke
We pulled the pages that had been ranking before the migration, found the ones now returning errors and rebuilt those that were worth recreating from an SEO point of view. We also worked through Search Console page by page to fix what Google was flagging, including pages patients were still searching for.
Location pages for the surrounding suburbs
We used the homepage to target Chelsea and Chelsea Heights, then added location pages for the nearby suburbs where the clinic’s patients live, each one written for that area. We later added FAQs to these pages to answer common patient questions directly in search.
A health content plan the clinic signed off
Together with the clinic’s director, we planned content around priority services, starting with women’s health and then mental health. We wrote clear, practical guides on topics such as premenstrual syndrome, polycystic ovary syndrome and care for older patients. Every piece was reviewed and approved by the clinic before it went live.
Keyword research and reputation
We ran keyword research to find what local patients search for, from the clinic’s own name and its doctors to specific health concerns, and used it to guide new pages and optimise existing ones. When a damaging one-star review appeared, we helped the clinic work out the best response.
The results
- Total clicks: Google search clicks grew from 9,870 to 17,400 over six months, a 76% increase, according to Google Search Console in December 2024
- Traffic doubled: by July 2024, website traffic over the previous three months was double that of the three months before
- More organic visits all year: in Google Analytics, organic visits rose from around 1,500 in January 2024 to between 3,500 and 4,000 a month from May onwards
- Long-term reach: across the 16 months to August 2025, the website earned 47,800 Google clicks from 1.33 million impressions
Beyond the numbers
- Searches for the clinic and its doctors: much of the growth came from people searching for the clinic by name and for individual doctors, a sign the clinic had become the obvious local choice
- Lost pages recovered: fixing the migration problems early stopped the slide in visibility and gave the new website a solid base to grow from
- A content library that keeps working: the health guides continue to bring local patients to the website long after they were published
Conclusion
A website migration doesn’t have to cost a clinic its patients. By fixing what was broken first, then building local pages and clinic-approved health content, we helped Chelsea Heights Medical Centre grow its Google search clicks by 76% in six months and become the clinic local people find when they search.
