Healthcare content marketing and on-site SEO for healthcare consultancy

Client:

CF Consulting

Year:

2024

Services:

The Challenge

CF is an award-winning healthcare management consultancy working across the UK and international markets. In early 2024, the company sought strategic marketing consultancy from Future Stories to improve the visibility of its advisory services online within the UK.

Despite high-value offerings in areas such as healthcare system strategy, life sciences and health investment, the CF website was underperforming in Google UK search rankings. Content wasn’t aligned with the distinct needs of the company’s diverse client base, and the site lacked a strategic approach to on-page SEO – limiting visibility for key search terms.

The Solution

Future Stories led a consultancy project focused on refining CF’s messaging and implementing a site-wide SEO strategy. The work included:

Engaging with internal stakeholders to build detailed client profiles, mapping their pain points across NHS systems, life sciences and health investment sectors.
Defining distinct value propositions for each advisory service page, aligned to the motivations and decision-making needs of key audiences.
Identifying high-impact keywords using SEO tools and search behaviour insights, with an emphasis on relevance to each ideal client persona.
Rewriting service pages with SEO-informed messaging and tailored value propositions for each audience.
Implementing on-page SEO optimisation, including optimised meta titles, descriptions and structured keyword placement - still in use across the site today.

This work was carried out in close collaboration with CF’s internal marketing team, with implementation completed in early 2024.

The Outcome

Following implementation, CF has seen a marked improvement in its organic search visibility. Based on Future Stories’ review and keyword analysis conducted in May 2025:

10 out of 13 of the optimised service pages are now appearing on page one of Google UK for their targeted search terms.
The homepage ranks first on page one of Google UK for a high-priority industry keyword aligned with CF’s core offering.

Naturally, search rankings are influenced by many factors, including CF’s strong domain authority, built through its high quality thought leadership and backlink profile. However, prior to this project, the site did not rank for these terms. The combination of persona-led messaging, clearly defined value propositions and a structured approach to on-page SEO played a key role in turning their brand reputation into online visibility.

Healthcare content marketing and on-site SEO for healthcare consultancy

The Challenge

The Solution

The Outcome

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