Case study
Advance Minds: a Sydney therapy practice, before and after.
A Sydney therapy practice with a site that Google was showing and people were ignoring. Two phases of work, each measured on its own, so the search work and the new design each get credit for what they actually did.
See it live at advanceminds.com.au. "Built by Bax Advisory" is in the footer.
- Phase one, search and structure, with the site looking identical throughout. Structured business information for Google on every page. Proper headlines on all 405 blog posts. Descriptions on 52 images. A distinct title on each of the 25 pages where several had shared one. Twelve dead addresses redirected, and five suburb pages that had earned zero clicks in sixteen months retired. Live Google reviews replacing a frozen screenshot. Twenty-six individual service pages, one per thing the practice offers. Analytics that record a booking click. The full list is below, as it went to the client.
- Phase two, the new design. Built on the platform the practice already used, published 12 August 2026, with a final styling round closed before measurement began.
What was rebuilt underneath, phase one
| Change | Before | After |
|---|---|---|
| Pages carrying structured business information for Google | 0 | every page |
| Blog posts with a proper headline Google can read | 0 of 405 | 405 |
| Images with a description, for screen readers and Google | 0 | 52 |
| Pages with their own distinct page title | several shared one title | 25 of 25 |
| Broken or duplicate web addresses redirected properly | 12 dead | 12 redirected |
| Live Google reviews on the site, updating themselves | a frozen screenshot | every page |
| Individual service pages, one per thing the practice offers | 0 | 26 |
| Analytics recording booking clicks | none at all | running since 22 July |
Before
7 to 19 July, nothing changed yet
- Click-through
- 0.85%
- Avg. position
- 27.7
- Online bookings
- 5
Phase 1 · Search work
30 July to 11 August
- Click-through
- 1.06%
- Avg. position
- 18.6
- Online bookings
- 9
Phase 2 · New design
17 to 29 August
- Click-through
- 1.32%
- Avg. position
- 14.9
- Online bookings
- 10
Three windows of thirteen days each, all from Google Search Console on the same property. Deployment periods are excluded, so no window measures a half-finished site. The windows are deliberately short and adjacent rather than compared against the site's sixteen-month history, because clicks were already rising before this work began and a long-run comparison would credit that momentum to the rebuild. Impressions fell 9% in phase one, on purpose: pages that were being shown and ignored were removed, which cost appearances and bought relevance. Online bookings are small numbers, so treat the direction as real and the percentage as not. Google typically takes four to twelve weeks to reflect work like this; the next report is due mid-September.
What that is worth to an advice practice, as an illustration. Online bookings doubling from five to ten a month is roughly one extra new client a month on a modest close rate. At $4,000 a client, that is close to $50,000 a year in new revenue, from a website that was already being shown and ignored.
