Challenge
Pulmonary & Sleep Academy faced 4 years of sluggish growth. They had been using a “specialised” agency for their website and SEO, however with high fees and poor execution they were unable to scale their business to its full potential.
After an initial onboarding period, I identified several opportunities to quickly increase their sale. This included migrating their legacy Wordpress website to a more modern solution and to expand their advertising efforts to Google Search Ads.
My Approach
1. Design refinements
- Produced high‑fidelity Figma concepts that refined the existing brand. This was a crucial step pre-migration to ensure the final result matched expectations.
- These changes improved structure and UX whilst adhering to the original brand aesthetic.
2. Rebuild in Webflow
- Migrated the site to Webflow for faster load times and a cleaner interface.
3. Streamlined analytics
- Unified Google Analytics, Google Tag Manager and Google Business Profile under one login owned by PSA (not there old agency).
- Implemented GA4 + custom e‑commerce tracking for precise revenue attribution.
4. Google Ads launch
- Built a full account structure that follows best practice—tight ad groups, relevant copy and focused landing pages.
- Optimised ad copy and extensions to maximise CTR from potential customers.
- Leveraged new tracking and analytics to drive positive ROAS.
Results
The results were almost immediate with sales increasing by 72% vs. expected over a 34 day period. I am now working closely with PSA to further improve the website, add additional content to improve SEO rankings and explore additional advertising channels to further their reach.
