Doral · Med spa
Mapping treatments to the searches a Spanish-first patient base actually uses
A med spa in Doral served a patient base that was majority Spanish-speaking, but its treatment pages were English-only and structured around clinical terminology rather than how patients actually searched for procedures.
The situation
Where the engagement started
Treatment pages used precise clinical names — the kind a provider would use, not the kind a prospective patient searches for — and existed only in English despite most consult requests originating in Spanish.
The consult request form was a generic multi-field contact form buried below several paragraphs of dense copy, and mobile conversion was noticeably weaker than desktop.
Competing Doral med spas were running paid ads for the obvious English-language treatment terms, but almost none had built out Spanish-language content, leaving an entire side of the market's actual search behavior essentially uncontested.
What we did
The workstreams
Patient-language keyword mapping
Treatment-by-treatment research into how patients actually describe what they want in both English and Spanish, then rebuilding page titles and headers around that language while keeping clinical accuracy in the body copy.
Spanish-first page builds
Rather than translating English pages as an afterthought, priority treatments were drafted in Spanish first, then adapted to English, reflecting where the bulk of demand actually lived.
Site rebuild for mobile conversion
The consult form was shortened, moved higher on the page, and simplified to the handful of fields that mattered, as part of a broader static-site rebuild focused on mobile load speed.
Local trust signals
Before/after galleries (used with consent, no identifying claims), provider credentials, and Doral-specific location content were added to support pages that previously relied on treatment descriptions alone.
Results over 7 months
What changed
+110%
Organic sessions to treatment pages
+64%
Consult-form conversion rate
22
Treatment pages rebuilt with EN/ES keyword mapping
Over 7 months, organic sessions to the 22 rebuilt treatment pages grew 110%, with Spanish-language pages driving most of the gain. The consult-form conversion rate improved 64% following the mobile-focused form redesign — likely as much a function of the shorter form as of the traffic increase itself, a reminder that ranking higher only pays off if the page that greets the visitor is built to convert them.
This case study is an anonymized composite drawn from typical Doral engagement patterns, not a single identified client. Metrics are illustrative, not guaranteed.
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