Massage Clinic
Overall Interactions
Website Clicks
Calls
Introduction
A massage therapy business in Lombard, IL., had been open just six months when they started working with us. At that point, they struggled to get noticed, as many new businesses often do. They were receiving very few calls, website clicks, or online interactions. Most potential clients had no easy way to find them or book appointments online.
This case study tracks the growth of the office after we upgraded their website, began managing their Google Business Profile (GMB), and started actively encouraging reviews.
By combining functional website improvements with local SEO and review management, the business began connecting with the people who needed their services.
Starting Numbers
In the month before the completed changes, the office had limited online traction:
- Calls: 6
- Website Clicks: 18
- Overall Interactions: 54
- Business Profile Reviews: 2
These numbers reflected how hard it was for potential clients to find the office online.
Even though massage therapy offices are common throughout the Chicagoland area, only a few provide services grounded in healthcare and designed to help patients heal beyond simple muscle relief. This should have made their Lombard office more highly sought after.
Goals
Our primary goals were clear from the start:
- Move the office into a top 3 position on Google’s Map Pack for searches like “massage therapy Lombard IL” and broader local searches, including Chicago.
- Grow website clicks to over 100 per month.
- Reach a total of 250+ overall interactions per month.
- Increase the number of reviews to a minimum of 20 by the end of 6 months.
To achieve these goals, our approach focused on several necessary elements.
We started from square one, focusing on improving the website and adding local content to broaden coverage. At the same time, we managed the Google Business Profile, encouraged reviews, and created content that reinforced credibility.
Website Updates
The first step was a full website redesign with features aimed at improving crawlability and usability.
It didn’t need anything flashy, but simple improvements to its features made a noticeable difference. Search engines could better understand the site, while customers found answers to their questions and an easier booking experience.
FAQ Section: Addressed common questions about therapy types, session length, and expectations, especially for seniors and clients with medical conditions.
Integrated Map: Made it easier for clients to locate the office and reinforced local relevance to search engines.
Local Pages and Keywords: Targeted Lombard neighborhoods, other nearby suburbs, and broader areas throughout the Chicagoland area to expand visibility.
Improved Booking Options: Prominent appointment buttons reduced friction and encouraged conversions.
Educational Blog Posts: Answered questions for clients with healthcare concerns, from post-surgery recovery to joint pain management, showing the office’s expertise.
Google Business Profile Updates
Updates to the Google Business Profile were simple but impactful. They did a great job of ensuring NAP (name, address, phone number) data was accessible and consistent. After our first meeting, they gathered photographs of the location, making sure to include images that showed the parking lot and accessibility entrances.
Our job was to add keywords that hinted at the areas served and therapies provided. This way, when someone searches for a specific type of massage therapy or in any area nearby, we would be a natural first result.
The next step was review outreach. Considering the business only had 2 reviews on its Business Profile, this was bound to make a major difference in relevancy. We aimed to increase the number of reviews by automating outreach to customers through email and SMS after appointments.
Once a customer reviewed their site, we replied using keywords that reinforced the business’s profile with authority.
These updates made it easier for searchers to find the office, understand its services, and schedule appointments, while improving its position in local searches.
Business Profile Calls
Calls to the business through the Google Business Profile increased slowly in the first month but took a swing upward in the following few months, reaching a peak and steadying out in February.
Not only is the time of year relevant, as many people are known to spend less money at the start of the year, but updates to SEO and GMB can take some time to create results.
Month | Calls | Month-over-Month Change | Cumulative Growth % |
Jan 2025 | 6 | – | – |
Feb 2025 | 11 | +83% | +83% |
Mar 2025 | 26 | +136% | +333% |
Apr 2025 | 47 | +81% | +683% |
May 2025 | 71 | +51% | +1,083% |
Jun 2025 | 102 | +44% | +1,600% |
The business began with a modest increase, up from 6 calls to 11, likely due to changes to the business profile.
By March, they had gained traction and were showing up in more search results.
Thanks to updates to the Google Business Profile and adding a map to the site, calls grew exponentially to over 100 in June, a 1,600% increase.
Making the hours, photos, and other information easily accessible drove the initial increase while changes to the website were finally gaining recognition from search engines in the following months.
Website Clicks
Website clicks showed a sharp increase between March and April, and from there had steady growth. Even the moderate jump at the start of the year had a 61% increase.
Month | Clicks | Month-over-Month Change | Cumulative Growth % |
Jan 2025 | 18 | – | – |
Feb 2025 | 29 | +61% | +61% |
Mar 2025 | 46 | +59% | +156% |
Apr 2025 | 78 | +70% | +333% |
May 2025 | 101 | +29% | +461% |
Jun 2025 | 112 | +11% | +522% |
Clicks had an increase thanks to increased authority from a keyword strategy that had a few blog posts gaining traction in search results.
However, most of what we see here comes from local landing pages that target more neighborhoods, townships, and various parts of nearby Chicago. The increase in locations listed on the website communicates to search engines that this business belongs on the map pack for searches that happen outside of Lombard, IL.
Plus, search engines are now able to quickly read and utilize content on this massage parlor’s website due to strategic pieces, like the FAQ, calls to action, and additional media.
Overall Interactions
Overall interactions captured the combined impact of calls, clicks, and other actions.
The increase in overall interactions emphasizes the power of review management.
Encouraging reviews through SMS and email made a noticeable impact on the business’s trustworthiness. It takes a little prompting, but having real customers vouch for their experience goes a long way in showing the business is dependable and worth choosing. But customers rarely use the search terms or location names that help search engines understand where a business fits.
This is where review replies come in.
Many business owners overlook them, but they offer plenty of room to naturally work in the keywords that matter. By responding to reviews thoughtfully and weaving in well-researched terms, it becomes easier for search engines to recognize the business’s relevance.
Overall Impact Summary
After six months:
- 1,600% growth in calls
- 522% growth in website clicks
- 502% growth in total interactions
- Google Business Profile reviews grew from 2 to 32
The office moved from near-invisibility to being a trusted, discoverable massage therapy provider.
Closing Summary - Why This Works
The approach worked because it filled in the gaps that were missing, giving search engines enough proof that it was relevant to the people who needed it.
Results came from giving Google a much clearer picture of who the business helps and where those clients are located.
Before the updates, the website barely mentioned the surrounding area, so search engines had no reason to connect the office to searches happening outside Lombard itself. Once we created a new site and added location pages for nearby towns, Google finally had anchors to work with. The site now includes pages for places like Wheaton, Schaumburg, and even broader areas like the western suburbs of Chicago.
It also now explains the types of pain, recovery needs, and age-related concerns the office treats, which helped tie the business to real search activity happening in those towns. For many people searching from these areas, this was the first time Google recognized that the Lombard office could be relevant to them.
Search engines could finally see that the office wasn’t just another massage place, but a clinic serving people dealing with pain, recovery, and age-related issues.
Alongside the site changes, the Business Profile needed to show signs of activity. When reviews began coming in more consistently, and each one was replied to, it created a feedback loop that Google pays close attention to.
More reviews helped prove that real clients were visiting.
The responses showed that the business was active and attentive. Over time, this pattern made the profile look healthier and more trustworthy, which made Google more comfortable placing it higher in local results.