Hull & East Riding Fertility

Following a successful major website redevelopment in 2017 and subsequent SEO campaign, all taken care of by Figment, the Hull IVF Unit was enjoying excellent online success. A few years on, when the unit rebranded as Hull & East Riding Fertility, a new domain led to a drop in rankings. Because this is something to be expected with a brand new domain, we fully anticipated the issue. So we quickly focused our attention on recovering those rankings, and getting East Yorkshire’s only registered infertility clinic back on the online map.

Services Provided

  • Content Management System
  • eCommerce
  • Local SEO
  • Logo Design
  • Managed SEO Campaign
  • Web Design & Build
  • Website Care & Hosting

Hatching a Plan to Gain Back Ground.

Established in 1986, The Hull IVF Unit quickly acquired a highly respected reputation as East Yorkshire’s only registered infertility clinic. A few years later, when the clinic was looking to refresh its brand identity and boost its online visibility, we became their agency partners.

From redesigning their logo and rebuilding their website to enhance the user experience and better order their extensive resource library, to creating a bespoke booking system and managing a SEO campaign to boost online visibility, we achieved excellent success. The Hull IVF Unit was riding high in the search engines, and enjoying good levels of organic traffic.


Fast forward to 2022, and it was time for another rebrand, but this time with a new name. Now known as Hull & East Riding Fertility, the clinic launched online with a fresh new domain. But with that new domain came fully anticipated dropped search rankings. Our job? To recover those rankings, and get the clinic back on top.

The previous website had enjoyed high Domain Authority. It was something we’d built up successfully over time through ongoing SEO. Clawing back those successes was the challenge we faced. But experience helped us foresee the issue, and we had plenty of tactics up our sleeves.

As well as regaining those top ranking spots, we were also tasked with the new brief of achieving top positions for keywords associated with the clinic’s new satellite locations.

So it was all systems go. On-page optimisation was the starting point, updating all the meta tags and header tags to fit with the new keywords and domain name. A back-linking and citation campaign brought everything into line off-page, whilst a thorough technical SEO sweep made sure the website was on track performance and speed wise.

Rankings Recovered… and Exceeded.

A content campaign backed our efforts. A local landing page was created to capture visibility for the new satellite locations in York, whilst regular blogs helped to drive search traffic to the site.

The results said it all. In just nine months, not only had the original rankings been recovered, they’d actually been exceeded. Hull & East Riding Fertility was now flying high with 94 Google rankings in the top three positions, and 148 Page One rankings.

Organic Traffic Up. Challenge Met.

In the first nine months of the campaign alone, organic traffic increased by 15% on average month-on-month.

And in terms of local SEO, vital for driving traffic to the clinic’s new satellite locations, there were an impressive 141 top three positions in the user-trusted Google Map Pack.

Goal completions were also up, showing more enquiries, and more leads.

It was good news all round for Hull & East Riding Fertility. Satisfying too for Team Figment as we met a challenge head-on, and exceeded expectations. We now look forward to continuing our long term relationship with the clinic, and to supporting their future plans for growth.


“Excellent service. The innovative and friendly team at Figment have transformed our website. The Hull IVF Unit website is now easy to navigate and very eye catching. Thank you Figment!”

– Christine Leary, Partner // Hull IVF Unit


  1. In the first 9 months of the campaign

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