/ Findability Audit and build spec
STRIVE Performance Dietetics
A Sydney sports nutrition clinic that ranked well and still lost the enquiry after the phone call.
Client
STRIVE Performance Dietetics is a sports nutrition clinic in Alexandria, Sydney, led by founder Kristof Szanto, an Advanced Sports Dietitian, with a team of four Accredited Practising Dietitians. Services are consultations from $189 to $289, DEXA body composition scans from $149, and RMR metabolic testing, plus youth academy programs and female athlete support.
The brief
Improve search visibility for a Shopify site competing against hospital imaging providers and national chains for DEXA and sports dietitian searches in Sydney. Partway through, a second problem surfaced that mattered more than rankings: enquiries were arriving by phone, getting a good conversation, and then not booking.
What I found
- The site was invisible on the terms the clinic actually sells. Fifteen indexable pages, and the service pages carried no distinct titles or descriptions to compete on "DEXA scan Sydney" or "sports dietitian Sydney". The content was strong. The labelling told Google nothing.
- AI assistants had nothing structured to read. Asked for a DEXA scan in Sydney, assistants pulled from imaging clinics and directories that publish their prices and locations in machine-readable form. STRIVE's prices, address and practitioner credentials existed only inside page copy.
- The real leak was after the call, not before it. Kristof takes the first calls himself and is good at them. Enquiries would ask about DEXA or a consult, get a genuinely useful conversation, then go quiet. There was no capture of the caller's number, no booking link sent while the call was still warm, and no follow-up sequence. On a $149 scan and a $189 to $289 consult, a handful of unbooked calls a week is the largest single line item in the business.
- Bookings already ran on Acuity Scheduling, and nothing used it. Acuity supports pre-filled scheduling links and booking webhooks, which means a caller can be sent a link with their name, mobile and the right appointment type already filled in, and any follow-up can be killed the moment they book. None of that was switched on.
- Compliance was a live constraint, not a footnote. Under the NSW Surveillance Devices Act 2007, recording a private conversation generally needs all-party consent, and as a health provider the Privacy Act applies regardless of turnover, so call transcripts are health information and cannot be allowed to flow into Shopify or email marketing tools. Any call system had to be designed around that from the start, not retrofitted.
What I delivered
Search and AI visibility. Rewritten titles and meta descriptions across the service pages, built to the terms and the suburb the clinic sells in: DEXA Scan Sydney from $149, Sports Nutrition Consults Sydney, Female Athlete Nutrition Sydney, Youth Athlete Nutrition Sydney, Contact Us in Alexandria, Sydney. LocalBusiness schema with address, geo coordinates, practitioner and a service catalogue, so the clinic's services and location are machine-readable on every page. FAQ schema on the DEXA page, the highest-intent page on the site.
A published body of work, not blog filler. Eleven long-form articles across two editorial streams, general sports nutrition and a dedicated female athlete stream, each 3,000 to 5,200 words and each attributed to an Accredited Sports Dietitian: DEXA timing, GLP-1 medications, weight cutting for female fighters, refuelling after weigh-in, youth athlete nutrition, caffeine, immune function.
An AI-readable layer most Australian clinics do not have yet. An agents.md file and an agent discovery sitemap stating services, prices, address, phone and credentials in plain text for assistants and shopping agents, plus UCP and MCP endpoints on the store. When an assistant is asked for a Sydney DEXA provider, there is now a canonical, correct source to read.
A build spec for the phone leak. A phased system that leaves the part he is good at alone: an AU number in front of his mobile for call logging and caller ID capture, missed-call text-back inside ten seconds, an Acuity link pre-filled and sent within a minute of hanging up with a recap of whatever he promised, a four-touch follow-up ladder at +1 minute, 2 days, 5 days and 12 days, and an Acuity webhook that stops the sequence dead on booking. Running cost roughly $100 to $150 a month at 150 calls. Phase zero is deliberately manual: two weeks of logging calls and sending links by hand, to produce the baseline number the build gets measured against.
Explicitly not recommended: an AI voice agent answering the phone. His warmth on a first call is the conversion advantage. Automating the strong part to patch the weak part is the wrong trade.
What is still open
Three items remain on the list at the time of writing, and they are published for the same reason the crawler mistake on my own site is.
- The homepage still ships a bare "Strive Dietetics" title, no meta description and an empty H1, while every service page underneath it is fully optimised. It is the single highest-value fix left.
- Two pages have no meta description: youth-athlete-dietetics and shop.
- Three overlapping youth athlete pages, and a /shop page duplicating /nutrition-guides, are splitting relevance for the same searches. Consolidation is queued.
What happened
Baseline measurement is in progress. This section will be updated when the numbers are in.
Quote
“I thought I needed more traffic. The traffic was fine, I was losing people after a good phone call, and I had no idea.”
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