Local SEO Case StudyHealth & Fitness
From "Overpromised and Underdelivered" to +2,846% More Organic Traffic
Kellen had already tried an agency before BCC, and it hadn’t worked — the results never showed up, and the partnership never felt real. Fit Club had the credentials and a website he thought was good; what it didn’t have was a way to turn either into new patients. That was the job.
The Results
From a Handful of Rankings to a True Content Engine
The Challenge
He Thought His Website Was Working. It Wasn't.
Before working with BCC, Kellen had already been through an agency relationship that didn’t work. In his own words: “Before them I had someone who was very unresponsive. Their results were not what I was looking for. I felt like I was getting over-promised and under-delivered. I never felt like a true, cohesive team.”
Fit Club had the credentials, the locations, and a genuinely strong practice; what it didn’t have was a website doing any real work to bring new patients in.
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“Working with Cory and the team at BCC has been the exact opposite of my previous experience. I’ve been able to have regular check-ins with them, making sure we were aligned on our strategy, our goals, our targets, and hitting our targets, and that has been super helpful.
— Dr. Kellen Scantlebury, Owner, Fit Club NY
Our Approach
Built Around Real Questions, Backed by Real Communication
Getting Lumos ready for reopening meant solving for two different moments at once: what people were searching for right that second, and what they’d be searching for once COVID wasn’t the reason they were searching at all. The fix wasn’t a bigger push on the same strategy Lumos already had; it was a rebuild that worked for right now without expiring the moment “right now” changed.
1
Built joint-specific guides that funneled directly back to care
Instead of generic fitness content, we built the strategy around the injuries and questions people actually search by body part — back, shoulder, knee — each guide designed to funnel readers back toward booking an evaluation. The IT band knee-pain guide now ranks #1 for “knee hurts when bent” (9,900 monthly searches), and a calf-pain guide built specifically for runners captures a cluster of running-injury searches, timed to piggyback on moments like the NYC Marathon when search interest in running injuries spikes citywide.
2
Built the Local SEO presence from the ground up, location by location
We optimized every Google Business Profile and corrected citations across the entire directory ecosystem, then built dedicated pages for every location and service Fit Club specialized in, the kind of location-level depth needed to compete with much larger physical therapy chains like Spear.
3
Moved the entire site off Squarespace and onto WordPress
Squarespace had a hard ceiling on what the site could actually do from an SEO standpoint. Migrating to WordPress unlocked real control over page speed and site architecture — the technical foundation everything else in the strategy depended on.
4
Streamlined the entire customer experience, not just the content
Instead of forcing every visitor through a contact form and a manual back-and-forth, we rebuilt the site so people could buy booking packages and gift cards directly — turning a multi-step manual process into something a patient could complete on their own, in one visit, without ever needing to wait on a reply.
BUILT TO LAST
From More Traffic to Additional Locations
The result wasn’t just a better-looking analytics dashboard. Kellen described the shift directly: “Our situation has changed because now we are people who are finding us… now with the increased traffic we’re getting increased calls, we’re getting increased conversions.” That growth became real enough to justify physical expansion — Fit Club opened an additional office on the strength of it.
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“We’ve been able, in conjunction with what’s been happening online and also in real life, to open up another office as well, and the plan is to just continue to grow and keep all ships rising.
— Dr. Kellen Scantlebury, Owner, Fit Club NY
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