Melt Site Icons - Final

Spire Healthcare: Increasing organic traffic and improving UX through content strategy

Research, strategy, SEO and content

  • Full content strategy supported by large-scale keyword research
  • SEO strategy and information architecture
  • Consultancy including tone of voice and style guide

Spire Healthcare is the UK’s second-largest private healthcare provider and is listed on the London Stock Exchange. The group has over 40 hospitals and clinics around the UK, each with its own digital assets.

Spire Healthcare: Content strategy for a huge ecosystem

Spire Healthcare was undergoing digital transformation and needed a partner to guide this. Spire’s main challenge was a lack of SEO and content strategy coupled with poor user experience.

A decentralised editorial process meant it was difficult to manage, and resulted in site-wide inconsistency. Each of the group’s 30+ hospitals had its own site that existed on the top-level domain, with a lot of content managed by local teams and some overseen by a central team. This also meant there were large volumes of duplicate content.

The solution: Intensive audits, discovery, analysis and strategy

To clearly understand the user and their needs we created clear personas, carrying out user journey mapping alongside keyword research, also working with a UX consultancy.

We audited carried out content an in-depth content audit, benchmarking every type of content – including both editorial and clinical – against the user requirements and competitors. We also carried out stakeholder interviews to produce an optimized editorial workflow, working in a consultancy remit.

This informed a comprehensive and robust SEO and content strategy, covering a huge number of facets from site architecture to tone of voice. We provided a roadmap for pages about treatments, services and information for patients across all Spire’s locations, along with recommendations on process, tools, style and more.


Our strategy formed the basis for a wide-ranging digital transformation, putting in place a clear roadmap to excellence in both content and digital performance. The strategy resulted in improved rankings and visibility for local search for treatments at Spire’s hospital locations.

Previous Case Study
Quidco: Improving rankings across key merchant pages and increasing traffic
Next Case Study
The Hotel Guru: Increasing organic traffic through technical SEO and content strategy