Patient-First Approach Drives 3X Conversion Surge for Digital Sleep Startup

Industry: Digital Health
Client Name: Dawn Health

Facing numerous challenges as a start-up in the difficult digital health space, Fire&Spark delivered an SEO transformation for Dawn Health, a digital sleep therapy provider in the insomnia treatment space. This strategy resulted in a 3x increase in organic conversions by focusing on building a patient-focused website from the ground up and achieving measurable business outcomes for investors.

Organic Conversion Growth in 10 Months

Patient-focused website built on trust and expertise drove a significant increase in conversions.

The Challenge

Overview

Dawn Health, a digital Cognitive Behavioral Therapy for Insomnia (CBT-I) app, entered a crowded market with a clear mission: to provide expert-led, clinically-proven insomnia treatment through an accessible and convenient platform. However, as a startup navigating a full site migration, they faced the dual challenge of establishing a strong online presence while simultaneously demonstrating tangible business results to investors.

They aimed to both demonstrate short-term customer acquisition while implementing a strategic foundation for long-term growth. Operating in the highly complex digital health space, they recognized the need for a strategic partner to build their new site on SEO best practices, meeting Google’s stringent health ranking criteria.

Primary Challenges

Building an SEO Foundation During Site Migration: Dawn Health needed to ensure their new website was built on a solid SEO foundation from the outset to avoid costly revisions and maximize long-term growth potential.
Demonstrating Expertise and Trustworthiness: In the competitive digital health landscape, establishing credibility and trust with both Google and potential patients was crucial.
Pressure to Deliver Measurable Results: As a startup seeking to attract further investment, Dawn Health needed an SEO strategy that could deliver quick wins while laying the groundwork for sustainable growth.

Fire&Spark recognized these challenges and developed an SEO strategy that prioritized patient needs, leveraged expert insights, and delivered measurable results that would attract investors.

The SEO Strategy & Implementation

Fire&Spark’s strategy for Dawn Health went beyond generic SEO tactics. We knew that in the challenging digital health space, the key to success was building trust and showcasing expertise across their website.

The aim was to increase authority and visibility where it mattered, attracting patients actively seeking help, guiding them to supportive resources, and providing the education needed to empower them in their insomnia treatment journey.

The ultimate goal was to reach individuals seeking better insomnia treatment.

Key Elements of the Strategy

SEO-Centric Site Migration

We developed detailed SEO requirements for the new website to ensure optimal functionality and minimize migration risks.
We proactively incorporated trust factors into page templates, such as testimonials and expert credentials, to enhance credibility.
We collaborated with developers to optimize landing page designs for improved user experience and conversions.

Building Industry Expertise

We harnessed the knowledge of Dawn Health’s medical partners to create authoritative content, including medically-verified resource pages, treatment-focused blogs, and FAQs.
We incorporated trust factors throughout the website to demonstrate Dawn Health’s unique expertise, leveraging testimonials, medically-reviewed content, and real-world author credentials to cement their leadership in the field.

Patient-Centric Content Approach

We conducted an in-depth analysis of Dawn’s positioning, competitive landscape, and patient needs to understand what information is most important to individuals on their insomnia treatment journey.
By aligning content with the information most valuable to insomnia sufferers, we attracted visitors genuinely interested in learning about insomnia treatment, particularly CBT—a keyword set for which Dawn was particularly well-positioned to achieve rapid growth.

Data-Driven Adjustments and Iterations

We continuously monitored engagement metrics and adjusted the SEO strategy in real-time to ensure ongoing alignment with patient needs and search behaviors.

The Results & Business Impact

Fire&Spark’s SEO strategy delivered transformative results for Dawn Health:

3x Increase in Organic Conversions

By providing expert-driven content that supported patient decision-making, we achieved a significant increase in conversions within ten months.

6x Growth in Organic Traffic

Our trust-focused content campaign earned Google’s confidence, resulting in a 600% increase in organic clicks within just ten months.

Top Rankings for Competitive Health Terms

In a search environment dominated by high-authority medical websites, Dawn Health established itself as a trusted expert in the insomnia space, securing top rankings and standing shoulder-to-shoulder with industry leaders in search results.

Reduced Patient Acquisition Costs

Within just a few months of SEO investment, Dawn Health’s growth team achieved a better ROI from organic search than paid advertising, significantly reducing customer acquisition costs by decreasing their reliance on paid ads.

Fire&Spark’s SEO strategy enabled Dawn Health to position itself as a trusted authority in insomnia care, connect with more patients than ever before, and deliver measurable business outcomes that appealed to investors.

Looking Forward Long-Term Value

Today, organic search has become a cornerstone of Dawn Health’s acquisition strategy, thanks to Fire&Spark’s results-focused SEO strategy. The surge in organic traffic and conversions delivered better ROI than paid ads, reduced patient acquisition costs, and impressed investors, positioning Dawn Health as an industry leader in digital sleep therapy. Eventually, their excellent rate of growth led to them successfully getting acquired.

Why Fire&Spark for Dawn Health?

The digital health space is notoriously challenging for SEO. So, what enabled Fire&Spark to succeed with Dawn Health when others have fallen short?

It’s simple:

With over 20 years of experience in SEO, Fire&Spark focuses on what truly drives business growth. Our specialization in digital health startups allows us to create a tailored strategy that helps your patients while attracting investors through measurable results.

Unlike traditional agencies that focus on SEO best practices, we were able to prioritize strategies that address the unique concerns of Dawn’s audience, demonstrate industry leadership, and deliver a strong experience to users.

The results speak for themselves:

Fire&Spark’s custom SEO approach delivered sustainable growth and patient acquisition that led to Dawn’s eventual acquisition, underscoring the advantage of a strategy that prioritizes long-term scalability over short-sighted “best practice” optimizations.

More Results

See how other digital health clients leveraged Fire&Spark’s SEO expertise for measurable success:

30X

Organic Conversion Growth in 2 years

See the Results

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