Case Studies

How We 5x'd Traffic for a Micro-Niche Healthcare SaaS (Without Tanking Their CVR)

Here’s a fun challenge: try ranking for keywords when your entire target market consists of individual therapists and startup clinics who can barely afford software in the first place.

We grew their nonbranded traffic from 50 clicks per month to 600. We maintained their conversion rate through that growth curve. We doubled their free trial form fills and quadrupled their pricing page engagement.

The client churned six months later. Here’s what we did, why it worked, and what we learned about managing expectations in challenging markets.

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Background

Our client’s core product is billing software and services, plus data collection, scheduling, and other practice management tools. But here’s the thing: they’re really known for data collection, not billing. And billing is what they actually wanted to sell.

Now add in the fact that every competitor focuses on enterprise because that’s where the actual money is.

That’s the situation we walked into when they hired us in January 2025. They make software for clinicians in a small niche. Their competitors all chase mid-market and enterprise deals. Our client wanted the scraps: individual providers and small clinics.

The Challenges (AKA: Why This Should Have Been Impossible)

Their niche is extremely narrow. There aren’t many keywords that target startups and individual practitioners. Most keywords either skew toward mid-market clinics or are so broad they’re useless.
Billing keywords are either insanely competitive or completely irrelevant (hello, endless billing code variations that nobody actually searches for).
They had zero organic presence. When we started, they were getting 500 clicks per month total, and it was all branded traffic. No nonbranded keywords ranked at all.
They wanted CRO results in month one. You can’t optimize conversion rates without enough traffic for statistical significance, but try explaining that to a client who’s never done SEO before.
Their site had no CTAs on the pricing page. Cluttered landing pages. Wordy copy. All the conversion rate sins you can imagine.

Our Strategy: Build Demand, Then Optimize for Conversions

Most SEO agencies would have gone after easy wins. Stuff like “ABA therapy tactics” or “best practices for ABA providers.” We didn’t.

Instead, we laser-focused on 4-5 high-intent topics around billing—the product Raven Health actually wanted to sell:

billing guides (what it is, how to do it, definitions)
billing software listicle
compliance resources
billing training content
billing codes (the one traffic play that actually made sense)

We also updated every single commercial page—their software pages, service pages, and homepage. Over four months, we touched every existing page on the site and created 3x as many new pages. About 20 pages total.

We built internal linking into everything and made CRO suggestions for each commercial page as we went. There was at least some optimization happening from day one, even if we couldn’t run full A/B tests yet.

Phase 2: CRO Kicks In (March 2025)

By March, we’d 5x’d their nonbranded traffic. Time to actually optimize.

We started with heatmaps and session recordings on key pages to understand user behavior. Then we ran about six A/B tests across the site over time (small site, so we had to be strategic).

The biggest win: We doubled the number of form fills for people landing on their free trial page in a single test. From 9.5% to 20% conversion rate.

Then we tackled the pricing page. We had added CTAs back in the very beginning so we had some click through data. Once we were ready for testing, we revamped the styling and copy. Button clicks went from 4.8% of visitors to 8.3% which is nearly a 4x increase.

We also ran tests on the homepage and other commercial pages, adding CTA blocks with their most compelling social proof. We weren’t surprised when their engagement rates increased.

The Results

Everything we said would happen, happened.

Nonbranded traffic

from 50 per month to 600

CVR

in A/B testing

15x

Increase

more page 1 keywords

engagement

CTR on pricing page

Takeaways

Buyer intent trumps vanity metrics. We ignored easy traffic wins and targeted keywords that would drive revenue. The billing content cluster performed well because it attracted people ready to buy.
Maintaining CVR through major traffic growth is a success metric. When you scale traffic 5x in a few months, conversion rates typically drop as you pull in a broader audience. Keeping CVR steady means you’re targeting the right people.
Set clear expectations around what’s realistic. Traffic doesn’t appear overnight, and conversion rates don’t automatically scale with traffic growth. Being explicit about timelines and what success looks like at each phase prevents misalignment later.
Wait for data volume before running CRO tests. Starting A/B tests in March rather than January was the right call. Once we had enough traffic, we doubled trial conversions and quadrupled pricing page engagement.
Sometimes good work isn’t enough. Client relationships depend on aligned expectations as much as quality execution. If you’re a healthcare SaaS company (or any micro-niche B2B business) looking for an agency that understands small, high-intent audiences, we know how to build sustainable growth in challenging markets.

Chat with us before one of your competitors does.

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