Optimal Health CollectiveA 16-service wellness clinic that hands every visitor cold to a third-party booking app — and shows its favicon as the share image on every service page.
OHC is a well-structured multi-disciplinary clinic with strong service breadth, a real booking platform (JaneApp), and a 7-day schedule. But I found critical conversion gaps across the homepage, booking flow, services page, and mobile experience. My report identifies 10 site leaks, 10 CRO tests, four SEO quick wins, and a 3-channel paid strategy, delivered as a 90-day sprint plan.
- Scorecard: 10 leaks · 10 tests · 4 SEO quick wins · 3 ad channels
- 16 services shown at equal visual weight
- 65–70% of traffic is on mobile
- 3-field generic contact form with no triage
- 4.9 Google Rating · 200+ Reviews · 7 Practitioners — not shown near any CTA
- A Google rating badge next to the CTA can lift conversions 12–20%
- Retargeting expected to be 3–5x cheaper per booking than cold traffic
- Outcome promise: +30% booked appointments in 90 days
- OG-image and mobile-CTA fixes take 2–3 hours
- 01
Cold JaneApp handoff kills booking completions
What's wrong. The "Book Here" CTA fires directly into JaneApp, a third-party scheduler, with no warm handoff; visitors land confused about which practitioner or service to select.
Why it matters. Without guidance many abandon — the single highest-impact fix on the entire site.
Fix. "What to expect when booking" tooltip or guide before JaneApp opens; guide the service choice (expected +20–30% booking completions).
Friction / expectation setting at handoff - 02
Hero headline is a location tag, not a value prop
What's wrong. "Integrative Health & Wellness Clinic in Burnaby / Coquitlam" says where, not why — no emotional hook, no outcome.
Why it matters. Ad and organic visitors need to know in 3 seconds why this clinic over the next one.
Fix. Outcome-driven headline "Feel Like Yourself Again — Naturopathic & Integrative Care in Burnaby / Coquitlam" (expected +15–20% CTA click-through).
Clarity / value proposition - 03
Contact form is a dead end
What's wrong. A 3-field generic form with no service selection, no urgency, no callback option.
Why it matters. Health seekers with specific conditions need guided triage, not a blank "Your message" box.
Fix. Replace with a triage form: service interested in, preferred date, urgency level (expected +40% lead quality).
Form design / lead qualification - 04
16 services at equal visual weight — choice overload
What's wrong. All 16 treatments get identical treatment; Botox sits next to Hormone Therapy, Microneedling next to Physiotherapy; no hierarchy or "most popular" signals.
Why it matters. Visitors feel overwhelmed and leave without clicking anything.
Fix. Lead with the top 3 most-booked services plus a "Most Popular" badge; reorder by intent, not category (expected +25% click-through to service pages).
Choice architecture / Hick's law - 05
Zero social proof adjacent to CTAs
What's wrong. Reviews and star ratings are absent near every "Book Here" button.
Why it matters. Trust signals must live directly beside the action; a Google rating badge next to the CTA can lift conversions 12–20%.
Fix. Social proof strip under the hero (4.9 Google Rating · 200+ Reviews · 7 Practitioners · Accepting New Patients) and patient quotes near each Book button.
Social proof / proximity - 06
Service-page OG images show the favicon
What's wrong. When service pages are shared on social, WhatsApp, or used in Meta ads, the preview image is the tiny clinic logo.
Why it matters. Collapses click-through on organic shares and any social ads pointing at service pages.
Fix. Unique professional OG image per service (expected +20–30% social share CTR).
Off-site first impression / technical trust - 07
No pricing transparency on aesthetic services
What's wrong. Botox, fillers, PRP, microneedling are high-consideration purchases with no "starting from" price.
Why it matters. People comparison-shop; they call competitors who show prices and book with them.
Fix. "Starting from" pricing plus "Free Consultation Included" (expected +30–40% aesthetic enquiries).
Transparency / anxiety reduction - 08
Blog content has no path to booking
What's wrong. Posts have no inline CTAs, no links to service pages, no conversion intent.
Why it matters. Every blog visitor is organic traffic that earns nothing.
Fix. Topic-matched mid-content CTA per post, e.g. "Book an IV Therapy Session →" (expected +15–20% blog-to-booking).
Funnel continuity - 09
Location pages are templated and near-identical
What's wrong. Burnaby and Coquitlam pages have almost no unique content.
Why it matters. Google suppresses near-duplicates; they won't rank against genuinely localised competitors.
Fix. Unique content per page — landmarks, transit, area-specific team bios, local conditions (expected +30% local organic traffic).
Relevance / local SEO - 10
Mobile CTA is too small and lost in nav
What's wrong. On mobile "Book Here" is a small nav button competing with menu items; no sticky CTA, floating button, or bottom bar.
Why it matters. With 65–70% of traffic on mobile this is the most expensive UX failure — visitors have to hunt to book.
Fix. Full-width sticky bottom bar "Book an Appointment", always visible (expected +35–50% mobile conversions).
Mobile UX / CTA prominence
| Test | Page | Change | Expected |
|---|---|---|---|
| JaneApp Warm Handoff | /book CTA | "What to expect when booking" guide before the JaneApp handoff | +20–30% booking completions |
| Outcome-Driven Hero Headline | Homepage | Replace the location-tag headline with an outcome-driven one | +15–20% CTA click-through |
| Sticky Mobile Book Button | All pages (mobile) | Full-width sticky bottom bar "Book an Appointment" | +35–50% mobile conversions |
| Social Proof Strip Under Hero | Homepage | 4.9 Google Rating · 200+ Reviews · 7 Practitioners · Accepting New Patients | +12–18% trust & engagement |
| Service Prioritisation | /services | Lead with the top 3 services and a "Most Popular" badge; reorder by intent | +25% click-through to service pages |
| "Starting From" Pricing | Botox, Fillers, PRP, Microneedling | "Starting from" pricing plus "Free Consultation Included" | +30–40% aesthetic enquiries |
| Contact Triage Form | /contact | Service interested in, preferred date, urgency level | +40% lead quality |
| Blog Inline CTAs by Service | All blog posts | Topic-matched mid-content CTA per post | +15–20% blog-to-booking rate |
| Location Page Localisation | /burnaby, /coquitlam | Unique content per location page | +30% local organic traffic |
| Service OG Image + Quote Fix | All service pages | Unique OG image per service and patient quotes near each Book button | +20–30% social share CTR |
Expected lifts are my pre-test estimates from comparable work, stated to the client as ranges, not promises.
- Phase 1
Month 1 — CRO: JaneApp warm handoff, sticky mobile CTA, hero rewrite, social proof strip
- Phase 2
Month 2 — SEO: OG image fixes, location-page expansion, FAQ schema, blog CTAs
- Phase 3
Month 3 — Google Ads for naturopathic / HRT plus Meta ads for Botox, PRP, and Microneedling
Bottom line from the report: the gap is execution — specifically, converting the traffic they're already getting.
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