CASE STUDY / Digital Project Management · Web Strategy · Technical SEO · UX/CRO · Analytics · Google Ads
Bienestar PlatinoFrom search traffic to a measurable acquisition system.
Strategy, delivery coordination, and technical execution for a website focused on high-intent queries, user education, and conversion to WhatsApp or an official store.
01 / CONTEXT
Context
The business needed to connect products with people seeking information and purchase options. Traffic was reaching informational pages without a clear next action. The work required better content structure, technical SEO, measurable high-intent interactions, and landing pages aligned with paid campaigns.
Digital acquisition channel for Immunotec products in Mexico, with guidance, comparison, and purchasing paths; iterative work throughout 2026.
02 / ROLE
My role
Digital Project Management · Web Strategy · Technical SEO · UX/CRO · Analytics · Google Ads
- Structured the information architecture across product pages, comparisons, packages, and purchasing paths.
- Implemented technical SEO: clean URLs, canonicals, sitemap, internal links, metadata, and page-specific JSON-LD.
- Designed distinct conversion journeys for WhatsApp, the official store, and packages, including persistent mobile CTAs and contextual messages.
- Set up and reviewed tracking for OUTBOUND_CLICK, store_click, and package_click in GA4 and Google Ads.
- Analyzed search terms, CTR, CPC, intent, and impression share losses to prioritize campaign and landing-page decisions.
- Performed responsive QA, semantic markup reviews, and PageSpeed-oriented adjustments without claiming an unverified performance score.
03 / DECISIONS
Decisions and deliverables
| Problem | Decision | Purpose |
|---|---|---|
| Fragmented acquisition | Build distinct paths by product and purchase intent. | Clearer next steps and better click-source context. |
| Inconsistent organic structure | Consolidate canonicals, internal links, and structured data. | A more consistent, crawlable technical foundation. |
| Mixed-intent paid traffic | Review search terms, match types, and negative keywords by group. | Better management of intent, CPC, and visibility. |
| Limited click traceability | Instrument WhatsApp, store, and package actions. | A more useful view of the conversion funnel. |
04 / PROCESS
Delivery process
- 01
Diagnosis
Purchase intent mapping, page inventory, and friction points.
- 02
Technical architecture
URL restructuring, links, structured data, and content.
- 03
Measurement
GA4 events, CTA tracking, and paid-search integration.
- 04
Iteration
Query analysis, advertising changes, landing pages, and sales follow-up.
05 / IMPACT
Observed evidence
Across five advertising stages reviewed through October 20, 2026, 1,195 clicks were recorded. One customer was identified as acquired during C2.1, with a later repeat purchase supported by sales follow-up. These are observed outcomes, not proof of profitability or causal attribution to each intervention. Optimization remains ongoing.
Data limitations
The 42, 241, and 1,384 counts describe implementation records, not current PageSpeed scores or validated organic growth. Acquisition figures are period observations, not a controlled experiment.
