Work · Case study
You cannot improve a campaign you are not measuring properly.
01 / Challenge
Page layouts were dated and inconsistent, there was no centralised tag management so campaign performance could not be attributed, and the site carried no structured data at all — which meant search engines had nothing to read beyond the prose, and the clinic could not tell which campaign produced which enquiry.
02 / Approach
Pages were rebuilt in WPBakery for consistency rather than replaced wholesale, keeping the existing site functional throughout. Google Tag Manager was installed as the single tracking layer, UTM structures and redirections were configured so campaign traffic arrives attributable, and JSON-LD structured data was added and validated.
The care was in not breaking what worked. Events, redirects and page flows were tested individually as tracking went in, because a marketing layer that quietly breaks a form is worse than no tracking at all.
03 / Outcome
tracking layer, not several
Layouts are visually consistent, campaign tracking is centralised and attributable through GTM and UTM parameters, and validated structured data gave search engines something to read. Analytics accuracy improved, which is the precondition for any of the marketing decisions that follow.