The Well Balanced Centre
New website, SEO and PPC: £3.1k ad spend, 71 leads, £106k lifetime value
£106k
LIFETIME VALUE FROM LEADS
71
leads generated
£3.1k
total ad spend
£44
average cost per lead
83%
of visitors on mobile
Jan 2025 to Jul 2026
About the Well Balanced Centre
The Well Balanced Centre is a specialist physiotherapy practice serving Haywards Heath and the wider West Sussex area from Kingfisher House, Hurstwood Grange. The clinic is known for personalised, home-based rehabilitation for older adults, helping patients regain mobility, confidence and independence through manual therapy, therapeutic exercise, gait training, balance work, falls prevention and Pilates.
We were engaged to build a new website and run SEO plus paid search behind it. This case study covers what we did, the SEMrush data on the SEO side, and the full Google Ads performance data for the programme to date.
The Challenge
A specialist clinic with a genuinely differentiated service in home-based physiotherapy for older adults, but a digital presence that wasn’t getting that message to the people looking for it.
- Legacy website that didn’t convert visitors into enquiries.
- Thin organic search presence for high-intent terms like ‘physiotherapy Haywards Heath’ and ‘home physiotherapy’.
- No structured paid search, so no way to buy visibility for ready-to-book patients.
- Primary audience (55+) requires clarity, trust signals and a low-friction contact route – not a design-led brochureware site.
What we did
NEW WEBSITE
Rebuilt the site around the patient’s decision: what’s wrong, can you help, and how do I book. Service pages targeted at the search terms people actually use (physiotherapy Haywards Heath, home physiotherapy, physio for elderly, falls prevention, arthritis, hip, back and neck), clear calls to action on every page, and a mobile-first layout tuned for the 83% of the audience that lands from a phone.
SEO foundation
Local-first SEO focused on Haywards Heath and surrounding West Sussex towns. On-page targeting, internal linking across service and location pages, technical hygiene, and a steady link-earning programme from relevant local and health sources.
Google Ads (PPC)
Two non-brand search campaigns covering the Haywards Heath catchment and Eastbourne, focused on high-intent terms. Campaigns kept deliberately tight – only keywords that convert stay live – which is why the CTR and cost-per-click figures come in healthy across the board.