How PN Medical Increased Organic Traffic 87% and Improved Conversion 160%
PN Medical had an innovative respiratory training product and an opportunity to reach a much larger audience of healthcare professionals, clinics, and customers online.
Click Laboratory partnered with PN Medical as an extension of its marketing team, working across SEO, website experience, content, conversion, training, and backend systems to help the business grow.
The results included:
Increase in Organic Traffic
Improvement in Goal Conversion Rate
14% → 37%
Increase in New User Accounts From Organic Search
The growth did not come from one campaign or one website change.
The Opportunity: Reach More of the People Who Could Benefit From the Product
PN Medical has developed respiratory muscle training devices since 1980.
Its flagship product, The Breather, is designed for inspiratory and expiratory muscle training and is used by individuals and healthcare professionals in respiratory rehabilitation and training programs.
The company wanted to expand its online presence and increase awareness among medical practitioners, clinics, and other potential customers.
That required more than attracting visitors.
Acting as an Extension of the Marketing Team
Rather than focusing on a single channel, Click Laboratory worked across PN Medical’s broader digital presence.
Our role included:
SEO
Expanding PN Medical’s organic visibility and helping more relevant audiences discover the company through search.
Content
Refining written content so products, applications, and resources were easier for visitors to understand.
User Experience
Improving how information was organized and making important content easier to access.
Website Development
Adding and improving WordPress functionality as PN Medical’s digital needs evolved.
Graphic Design
Supporting the visual communication needed across the website and marketing.
Marketing Technology
Connecting website activity with systems used by sales and customer support.
More Traffic Was Only Part of the Goal
SEO was an important part of the strategy.
But increased traffic only matters if more of those visitors take meaningful action.
Click Laboratory worked to strengthen PN Medical’s organic visibility while also improving the experience people encountered after arriving on the website.
That meant looking at the full journey:
As organic visibility improved, visitors were reaching a website that made it easier to understand PN Medical’s products and take the next step.
That combination produced significant growth.
It was helping create new customer relationships.
Google Organic Traffic Increased 87% Year Over Year
Even more importantly, new user accounts generated from organic search increased by:
138%
Turning More Visitors Into Action
Click Laboratory also focused on conversion.
As website traffic increased, we looked for opportunities to organize the experience more effectively and make important information easier to find.
Over the course of the engagement, PN Medical’s measured goal conversion rate increased from approximately:
14% → 37%
That’s an improvement of approximately:
160%
That result is especially important because it demonstrates why traffic and conversion should not be treated separately.
If PN Medical had simply increased organic traffic without improving what happened after visitors arrived, much of that opportunity could have been lost.
Building More Than a Marketing Website
PN Medical’s digital experience also needed to support people after they became interested in or purchased the product.
Click Laboratory helped introduce functionality that extended beyond traditional website marketing.
Video training
One example was a video-based training experience designed to help people learn how to use The Breather.
Zoho CRM integration
The website also needed to connect with systems used elsewhere in the business.
Click Laboratory integrated website forms with Zoho so PN Medical could better track sales activity and customer information.
Help-desk connection
Customer support information could also flow into the company’s help-desk process, giving the support team better visibility when responding to customers.
Connecting Marketing With What Happens After the Lead
This is where the PN Medical engagement becomes particularly relevant to how Click Laboratory works today.
Generating traffic was only one part of the opportunity.
All of those interactions affected the customer’s experience with PN Medical.
Click Laboratory helped connect:
The Result: Growth Across Traffic and Conversion
The improvements produced gains across multiple parts of PN Medical’s digital performance.
Organic Search Traffic
87% year-over-year increase
Goal Conversion Rate
14% → 37%
Approximately 160% improvement
New User Accounts From Organic Search
138% increase
These results are stronger together than any one of them is individually.
PN Medical wasn’t simply attracting more visitors.
And the systems behind the website were better equipped to support what happened next.
What This Case Study Demonstrates
PN Medical could have approached its growth needs as a collection of separate projects.
Instead, Click Laboratory worked across the full digital experience.
That broader view matters.
If SEO brings more visitors but the website doesn’t convert, growth is limited.
If the website generates leads but those leads don’t flow effectively into sales systems, opportunity is lost.
If customers purchase but struggle to access training or support, the experience suffers.
Services Used
Your Website Should Do More Than Generate Traffic
Many companies invest heavily in getting people to their website.
But the click is only the beginning.
Click Laboratory helps companies look across the complete journey to understand where traffic is being lost, where conversion can improve, and where marketing systems need to connect more effectively with sales and customer experience.
