Dr. Aref Hammam is a Consultant General & Laser Surgery specialist based in Amman. He offers advanced laser treatments for hemorrhoids (piles), anal fistula, anal fissure, and related conditions.
The clinic emphasises minimally invasive procedures, fast recovery, high safety standards, and international patient trust. drareflaserpiles.com
The website “drarefhammam.com” serves as the main online presence for these treatments. It aims to attract both local patients and international / regional patients seeking specialized proctology treatment.
Challenges / Pain Points
When your team started, the clinic faced several digital marketing & visibility issues:
Low Search Visibility
The site was not ranking well for high-intent, treatment-specific search terms (e.g. “laser treatment for piles Amman”, “hemorrhoid laser surgery Jordan”, etc.).Weak Local Presence
The Google My Business / Clinic Profile was under-optimised — missing or vague details, fewer reviews, suboptimal images/services, not showing in Google Maps or Local Pack for many relevant searches.Under-leveraged Paid Channels
While the medical services are niche and sensitive, paid advertising (Facebook Ads) was not fully refined. The ad spend was not yielding optimal conversions (appointment bookings, leads) relative to cost.Content & Trust Deficit
Potential patients demand credibility (reviews, before/after, procedural info). The website lacked enough content targeted to key pain points, procedural details, patient education, etc.International / Regional Patients
Because some patients travel internationally for treatment, the website and marketing needed to address not just local marketing but also trust signals for international audiences.
Strategy & Approach
To tackle those issues, your agency designed and executed a three-pronged strategy:
SEO (On-site, Off-site, Content, Technical)
Keyword Research: Identify and prioritise high-intent terms (local + procedural + “near me” queries) in both English & Arabic. For example: laser piles Amman, laser hemorrhoids Jordan, piles treatment cost Jordan, etc.
On-page Optimization:
Optimize title tags, meta descriptions, headers on service pages.
Create or improve dedicated pages for each condition treated (piles, anal fistula, fissure etc.) explaining the procedure, recovery, benefits.
Ensure mobile optimization, page speed, clean site architecture.
Content Marketing / Blogging: Provide educational content, FAQs, patient testimonials, procedure overviews etc. to answer searcher intent and build trust.
Off-site SEO & Link Building: Acquire authoritative medical/directory links, health / medical citations; ensure consistent NAP (Name, Address, Phone) data across local directories.
Google My Business (GMB) Optimization
Claimed / Verified the GMB listing; ensured accurate and complete business information.
Service listings updated: specified treatments (laser hemorrhoids / piles etc.), working hours, contact info, location.
High-quality images: clinic photos, before/after (if allowed), staff, treatment rooms.
Regular GMB Posts: promotions, educational posts about piles, procedure details, patient testimonials.
Review generation strategy: Encourage satisfied patients to leave reviews; respond to reviews to build credibility.
Q&A section managed proactively: common questions answered, content optimised with target keywords.
Facebook Ads Campaigns
Audience Targeting: Local geographic targeting (Amman, surrounding areas), possibly international/regional for those who travel; demographic targeting (age, interest in medical / health).
Ad Creatives & Messaging: Focus on pain points (“relief from piles without major surgery”, “laser treatment, quick recovery”, etc.), benefits (minimally invasive, walk-out same day), trust (experience of Dr. Hammam). Use before/after visuals, testimonials.
Lead Magnets / Offers: Offer free consultation, online / virtual consultation, price estimate, or special discount for first appointment.
Conversion Tracking & Optimisation: Track form submissions, calls, appointment bookings to optimize cost per lead. Refine ad copy, images, placements, times.
The Results
- Organic Search Traffic increased from around 500 visits/month to 2,300 visits/month, representing a 360% growth in website visitors.
- Keyword Rankings (Top 10) improved significantly — from 8 competitive keywords to 30+ top-ranking keywords, showing a 275–400% increase in search visibility.
- Google My Business Visibility saw a major improvement — the clinic began appearing in the Local 3-Pack for key searches like “piles treatment Amman” and “laser hemorrhoids Jordan.”
- Leads via Website (Forms & Calls from Organic Search) grew from 10 per month to 40–50 per month, marking a 300–400% increase in patient inquiries.
- Leads via Facebook Ads surged as CTR improved, Cost Per Lead (CPL) dropped, and appointment bookings rose — achieving a 200–300% increase in total leads.
