Healthcare B2B Lead Generation
Challenge: A medical device manufacturer needed to generate quality leads from organic search. Competitors dominated informational and commercial intent terms.
The challenge
A healthcare B2B company sold specialised medical equipment. Their website had strong product pages but minimal thought leadership or informational content. Competitors ranked for "how to choose", "vs" and "guide" queries. Lead volume from organic was negligible.
Approach
We designed a hub-and-spoke content architecture:
- Pillar pages for each major product category
- Spoke content targeting long-tail informational queries
- E-E-A-T emphasis: author bios, clinical advisor contributions, citations
- Technical improvements to ensure key pages were crawled and indexed efficiently
Content prioritisation used search volume, commercial intent and competitive difficulty. We focused on topics where the client had genuine expertise.
Key learnings
E-E-A-T in healthcare requires real expertise, not manufactured credibility. Involving clinical advisors in content improved both rankings and conversion.
The client isn't named, and I've left the results off because I can't show you the working behind them.