Building a digital-first brand for hair loss specialists
How we transformed Optima Hair’s online presence with a complete WordPress redesign, viral podcast content, and strategic SEO—growing their Instagram following by 500% and generating consistent consultation bookings.
25 years of expertise, hidden from the digital world
Optima Hair Specialists has been transforming lives in Birmingham for 25 years. Founded by Pete Murtha—who experienced hair loss firsthand—the clinic has built a reputation for empathy, expertise, and life-changing results. Their problem? Almost nobody could find them online.
Their website was dated, their social media presence was minimal, and they were relying almost entirely on word-of-mouth referrals. In a sensitive industry where people actively research solutions before reaching out, being invisible online meant losing potential clients to competitors with better digital presence.
They needed more than a new website—they needed a complete digital transformation that would showcase their unique story, build trust through content, and convert searchers into consultation bookings.
A complete digital transformation
We rebuilt their entire digital presence—from a conversion-focused website to a content strategy that showcases their expertise and unique story.
WordPress Redesign
Complete website rebuild with YOOtheme, creating a modern, empathetic design that builds trust from first visit. Optimised user journeys from treatment pages to consultation booking with strategic CRO implementation.
Podcast & Video Content
Launched a podcast series featuring real client stories, expert insights, and Pete’s own journey. Distributed across YouTube, Instagram, and Facebook—generating tens of thousands of views and building authentic connection.
Social Media Growth
Strategic Instagram and Facebook content plan showcasing transformations, behind-the-scenes, and client stories. Grew following from 1,000 to over 6,000 with engaged, qualified audiences actively seeking hair loss solutions.
SEO & Content Marketing
Comprehensive SEO blog content strategy targeting hair loss questions and treatment queries. Created informational content that ranks, builds authority, and nurtures potential clients through their research journey.
From invisible to industry authority
A complete transformation across every digital channel—and most importantly, a significant increase in consultation bookings.
🎙️ The Optima Hair Podcast
Real stories from real people. The podcast features client transformations, expert insights on hair loss conditions, and Pete’s own journey—creating authentic content that resonates with people researching solutions.
Website & SEO Performance
| Metric | Before | After | Change |
|---|---|---|---|
| Organic Sessions (Monthly) | 840 | 3,690 | 340% |
| Keywords in Top 10 | 12 | 87 | 625% |
| Keywords in Top 100 | 156 | 892 | 472% |
| Blog Articles Published | 4 | 48 | 1,100% |
| Page Load Speed | 5.8s | 1.9s | 67% faster |
Conversion & Leads
| Metric | Before | After | Change |
|---|---|---|---|
| Monthly Consultation Bookings | 24 | 68 | 183% |
| Website Conversion Rate | 1.4% | 3.8% | 171% |
| Phone Enquiries | 18 | 42 | 133% |
| Google Ads ROAS | 2.4x | 4.8x | 100% |
| Cost Per Consultation | £86 | £38 | 56% lower |
The key strategic shifts
It wasn’t just about looking better—it was about connecting authentically with people at their most vulnerable.
🎯 Story-Led Marketing
Pete’s personal hair loss journey became the centrepiece of the brand. Authentic storytelling replaced generic marketing—because people researching hair loss solutions want to know they’re understood.
📹 Video-First Content
Invested heavily in video content—podcasts, transformation stories, educational content. In a visual industry, showing real results beats telling every time.
🔍 Educational SEO
Created comprehensive content answering every hair loss question. When someone searches “alopecia treatments Birmingham”, Optima is there with expert, empathetic answers.
💬 Trust-Building CRO
Redesigned the website around building trust—success stories, before/after galleries, team profiles, and clear paths to booking. Every element designed to reduce anxiety and encourage action.
From 1,000 followers to an engaged community of 6,000+—and consultation bookings nearly tripled
Increase in monthly consultations
Ready to build your digital presence?
Whether you need a website that converts, content that builds trust, or a social strategy that grows your audience—let’s talk about what’s possible for your business.
Let’s talk