CASE STUDY
Cassins Healthcare Design & Construct
How a specialist healthcare fitout company with 35 years of expertise got the online presence to match through a full-service marketing strategy.
Cassins Healthcare Design & Construct is a Sydney-based healthcare fitout company with over 35 years of experience designing and building medical, dental, veterinary, and specialist spaces.
This family-owned and run built a reputation for delivering projects on time, on budget, and defect-free. With its strong track record but limited online visibility, Cassins partnered with Olivetree Marketing to grow its digital presence and rank for competitive industry keywords so it can reach the right audience at the right moment.
Here’s what we did for them:
Website Design
A strong digital presence starts with a website worth landing on, which is why we designed a fresh website for Cassins that is both aesthetically pleasing and ultra-clean—a look that fits the standard of work they build for their clients.
The site displays photos from their completed projects in organised, easy-to-browse categories, making it straightforward for potential clients to find work that reflects their own practice type.
Beyond the look and feel, the website was built from the ground up with SEO in mind. It is fast-loading and structured to give every page the best possible chance of ranking well on Google.
SEO
Our SEO strategy for Cassins covered several core pillars: local SEO, on-page optimisation, and off-page SEO.
The goal was to help Cassins rank for the specific terms their ideal clients search for when they need a healthcare fitout specialist in Sydney.
Using thorough keyword research, we optimised their website content to make sure that it contained all the relevant information and keywords that their target marketing is for. We also made sure it adhered to good SEO practices in terms of formatting.
The result: a marked increase in the number of organic visitors and engagement.
Local SEO
We fully optimised their Google Business Profile and kept it active with regular posts that cover key services and snippets from the blog and web pages. Over the course of our work together, the GBP results spoke for themselves.
Reaching the right local audience means showing up where they search. A consistently updated Google Business Profile allowed Cassins to become far more discoverable to healthcare practitioners and clinic owners in Sydney searching for fitout specialists in its serviced area.
On-Page Optimisation
We’ve been producing a steady stream of SEO-optimised blogs, landing pages, service pages, and location pages that have helped Cassins to rank for the full range of terms their clients use.
All content addressed a real question or decision point for their audience, whether it’s designing a veterinary fitout, planning a clinic renovation, or choosing a medical colour palette. We take into account the service Cassins wants to push, and findings from our keyword research.
The results below show what strategised content production can achieve.
Off-Page Optimisation
Ranking well on Google takes more than good content. Search engines also look at how other websites talk about you, and whether the right ones do at all.
To position Cassins as a credible, established name in Sydney’s healthcare construction space, we secured placements across relevant Australian directories and industry listings. Each one tells Google that Cassins belongs among the leaders in their field, which helps their pages rank higher and appear more authoritative to potential clients who are comparing their options. For a business operating in a high-trust and high-investment industry, this makes a measurable impact.
Google Ads
Cassins serves a very specific market. Its ideal clients are healthcare practitioners, including dentists, GPs, specialists, imaging centres, and veterinarians—each with different needs, timelines, and budgets. Getting in front of the right people at the right moment required a paid ads strategy built around that specificity.
Several campaigns ran simultaneously: Performance Max and Search campaigns for each vertical, allowing us to capture high-intent search traffic while also reaching prospective clients earlier in their decision-making journey.
January 2026 was a standout month, with 180,249 impressions, 3,728 clicks, and 146 conversions at an average CPC of just $0.92. Across 2025 and 2026, the campaigns generated consistent results, maintaining a monthly ad spend while adapting bidding and keyword strategy to maximise results.
GEO (Generative Engine Optimisation)
The goal of GEO is to get a brand cited and recommended by AI tools like ChatGPT, Google AI Mode, Gemini, and Google AI Overviews.
As more people use AI platforms to research suppliers and services, showing up in those answers has become a meaningful new channel for brand visibility.
To do this, we tracked specific prompts relevant to the healthcare fitout space and ensured that Cassins’ pages were structured enough to earn mentions across multiple AI platforms.
After only three months, by March 2026, Cassins was being cited by ChatGPT, Google AI Mode, and Google AI Overviews for prompts including:
- What are the latest trends in medical centre fitouts?
- Can you suggest top Australian companies for medical clinic fitouts and their services?
- Which materials and design features are best for hygiene and infection control in medical fitouts?
- What should I look for when choosing a dental fitout specialist or contractor?
- Specialist vet fitout companies Sydney
By April 2026, AI mentions, citations, and cited pages grew by 66.7%, 50%, and 33.3%, respectively. For a niche B2B brand competing in a specialised industry, that level of AI visibility is worth celebrating.
