Brief
This highly respected sinus clinic revolutionized the balloon sinuplasty treatment for chronic sinusitis and has managed to remain a dominant force in an increasingly crowded space. To ensure that his practice could keep up with the growing demand for balloon sinuplasty, Dr. Kaplan decided to refresh his old website to emphasize this revolutionary procedure.
The challenge
The challenge faced by Dr. Kaplan's practice stemmed from a previous website that offered a diluted homepage experience with a cluttered menu that failed to guide potential patients efficiently. Visitors were met with an overload of service offerings and medical information, which diluted the emphasis on balloon sinuplasty — the clinic's primary and most sought-after service.
In collaboration with Baal & Spots, a strategic shift was made in the site's redesign to ensure that balloon sinuplasty was positioned front and center. The new layout streamlined the navigation, creating a user-centric experience that directly funneled users toward information on the balloon sinuplasty procedure, Dr. Kaplan's expertise, and how to schedule a consultation, thereby aligning the website more closely with the clinic's key service offering and strategic goals.
The results
Over 6+ years of engagement with Baal & Spots, the practice has seen significant growth and ROI across their ongoing marketing efforts. As of January 2026, the site has experienced a 1,241% increase in keywords ranking in the first three positions, a 825% increase in keywords ranking on the first page, a 986% increase in keywords ranking in the first 20 positions, and a 1,026% increase in overall keyword rankings.
This dramatic increase in keyword rankings has resulted in a 617% increase in organic website traffic. These impressive results are a testament to the power of strategic web design and SEO optimization, as well as the expertise of Dr. Kaplan and his team at the sinus clinic.
Moreover, with the new focus on balloon sinuplasty, the clinic has seen a 266% increase in rankings for keyword variations containing “balloon”, Kaplan’s primary service, and a 184% increase in local keyword rankings, making it clear that the redesigned website successfully achieved (and continues to achieve) its goal of driving attention and conversions for this revolutionary treatment.
How we did it
1. A new site designed to inform and convert
Thanks to years of prior strategic content marketing, Kaplan Sinus Relief had already grown a strong search presence in a competitive niche. To ensure the new site would retain the hard-won rank, our design and content teams worked together to retain a rich content strategy — redesigned for simplicity and conversions.
2. Intuitive mobile experience
In-depth content requirements shouldn’t make a site hard to navigate on mobile. To ensure potential patients can find the information they need while on-the-go, we devised a simple, spacious mobile navigation designed to direct users to the right pages quickly and intuitively.
3. Interactive sinus quiz
People looking for relief don’t want to waste their time — neither does our client. To help site visitors determine whether or not balloon sinuplasty is the right solution for them, we worked with Dr. Kaplan to develop a simple online quiz that users can complete in under three minutes.
4. A social media strategy that doesn’t follow trends, but sets them
Starting in October 2024, Baal & Spots began integrating an aggressive Facebook and Instagram marketing strategy that works hand-in-hand with our ongoing SEO efforts. This includes dynamic posts that do more than just pop on the screen: they educate, inform, and do the legwork necessary to build true brand recognition and a consistent brand experience both on and off of Kaplan Sinus Relief’s website.
Starting in October 2024, this strategy has earned Kaplan Sinus Relief an increase of 3,023 Facebook followers as well as 252 followers on Instagram.
