Case Study – Lead Generation for Plastic Surgery

WMHS Plastic Surgery


In working with longtime client Western Maryland Health System (WMHS) in Cumberland, MD, BlaineTurner Advertising (BTA) identified a need to create a site specifically for plastic surgery after SEO (search engine optimization) research and updates to the staff. BTA proposed the idea of designing a fully-functional website with the goal of increasing awareness–advertising each specialty and educating patients on the procedures, as well as their physician.


BTA laid out a strategic plan to develop a new web design that was also mobile friendly. By creating a custom WordPress site, BTA could produce a content management system geared towards generating and converting leads.

The first step was outlining the site campaign–what was needed and where. BTA knew they had to map out key features and keep the design consistent. The immediate call outs were: an about page, highlight on the doctor, photo gallery, testimonials, new products and procedures, financing information and a contact us form.

Next, was putting On-Page SEO into play and building out links. BTA began developing more content that included keywords the client could use to increase search engine results. It was a no brainer that a blog would also be beneficial to the site, especially to those viewers who were still on the fence about surgical and non-surgical procedures. In the end, through competitive research, monitoring and testing, it was easy to organize the overall content on each page and begin implementing throughout the site.

The overall site not only included a recognizable logo, but it also featured consistent photos, videos and a design theme throughout to reach their targeted audience and increase visitors to the page. The final sitemap included the pages: home, procedures, skincare, testimonials, financing, contact and blog.


Although there was no previous website for BTA to compare results to, BTA was able to measure conversion analytics, website traffic to-date, blog page traffic and video views. In 6 months the campaign generated the following results:

  • A total of 22.32% of leads came from paid and display ads and 45.54% of leads came from organic results
  • Site visits = 5,707
  • 111 Contact submissions


of leads came from organic search visits.


of leads came from display and paid ads.

BTA continues to measure the impact of the website to improve and optimize future strategies for WMHS Plastic Surgery.

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