Case Study: How Blogging Brought 90% More Organic Traffic and Real Leads for an HME Provider

In the home medical equipment (HME) industry, few topics are as personal—or as important—as catheter care. For patients living with urological conditions, questions like “Why does my catheter have an odor?” or “Can I still play sports with a catheter?” are often too awkward to ask in person. That’s why people turn to Google first.

One East Coast HME provider, specializing in urological supplies, realized they needed to do more than have a website—they needed to:

• Build trust with potential customers
• Establish themselves as a credible, local expert
• Reach people at the moment they’re searching for answers

So they partnered with VGM Forbin to launch a strategic blogging initiative that would do exactly that—and the results were anything but average.

Over the course of a year, the provider saw:

• 1,328% increase in blog views
• 94% new visitor rate to their website
• 2% conversion rate from blog traffic
• Major boosts in both organic and direct website traffic

Let’s break down how a focused blog strategy helped them grow their online presence—and how it could work for your HME business too.

Key Takeaways: The Power of Blogging for HME Businesses

• 1,328% increase in blog views—content significantly expanded online visibility.
• 90% increase in organic traffic and 88% in direct traffic to the website.
• 94% of blog visitors were new—bringing fresh eyes to the brand.
• 2% conversion rate—a healthy indicator of bottom-funnel behavior.
• Most traffic came from Google—proof of strong SEO performance.
• Average session duration increased by 32.9%—visitors stayed longer and explored more.
• Steady quarter-over-quarter growth—a sign of long-term blog ROI.

Thinking about adding a blog to your website? Let's explore what made this one such a success!

Blogging for HME Businesses: Why It Matters

Your website can only help you grow if people actually find it. That’s why blogging is a powerful strategy—especially in a sensitive niche like catheter care.

• Boosts Search Engine Rankings – Each blog creates a new opportunity to rank on Google, making it easier for customers to find you.
• Educates and Builds Trust – 81% of consumers research online before making a purchase. Helpful blog content positions your business as a trusted resource.
• Drives More Traffic and Leads – Companies that blog generate 67% more leads per month than those that don’t.

1. Breaking Down the Year-Over-Year Blog Performance

This provider saw a huge leap in performance between 2023 and 2024—and an even stronger start to 2025.

What It Means:

This HME provider went from barely visible to attracting engaged visitors actively reading and interacting with their blog content.

Why This Growth Matters:

• More visitors = More potential customers.
• Higher engaged sessions = Visitors finding content relevant and valuable.
• Longer time on site = Increased trust in the brand.

Key Takeaway:

A strong blog strategy doesn’t just increase traffic—it brings in the right traffic that sticks around.

2. Quarter-by-Quarter Growth: How Blogging Built Momentum

Blogging isn’t a quick fix—it's a long-term investment that builds steady, lasting growth.

Key Takeaway:

Blogging works best over time—the more high-quality content you publish, the more momentum you build—leading to compounding gains in traffic and engagement.

3. Traffic Sources: It’s All About Organic Search

The blog didn’t just bring in clicks—it brought in free, high-intent traffic.

• 90% increase in organic search traffic
• 88% increase in direct traffic

Why It Matters:

These users weren’t served an ad. They either searched for a problem and found the blog, or bookmarked it to return later—both signs of real value.

Key Takeaway:

Your blog becomes your 24/7 digital rep—answering questions when your audience needs it most.

4. Reaching a Brand-New Audience

Blogging helped the client grow their reach, with 94% of blog visitors being new to the website.

Why It Matters:

That’s not just retargeting—it’s fresh leads entering the funnel. For niche providers, this kind of exposure is gold.

Key Takeaway:

Blogging grows your audience—and your authority.

5. Quality Engagement, Even with Volume Surge

Even as traffic surged, engagement stayed strong:

• 51% of the blog visitors were “engaged”
• Direct traffic engaged at a 60% rate
• Organic traffic engaged at 48.5%

Why It Matters:

More eyes on your content means more chances to earn trust and move users closer to conversion.

Key Takeaway:

Driving traffic is great—keeping it engaged is even better.

6. Early Conversions Are Already Happening

Typically, blog visitors are in the “research” phase, but conversions are the end goal—and this blog strategy delivered signs of bottom-funnel activity.

• 2% blog-to-catalog click conversion rate
• 6 users clicked through to the product catalog in a single month
• 5 of those came from Google searches

Key Takeaway:

Your blog can educate and convert. It’s like giving a free seminar—then watching the audience walk over to browse your products.

7. What Made These Blogs So Effective?

The most popular content focused on:

• Catheter care tips—cleaning, odor prevention, usage.
• Lifestyle advice—daily activities, physical limitations, confidence.
• Product education—choosing the right catheter, how they work.

Why These Topics Worked:

• They answered real questions users were already Googling
• They were optimized for search and user experience
• They were written to help—not just sell

Key Takeaway:

Blogging is about providing value, not just selling products. The more helpful your content, the more visitors will trust your brand.

8. A Real Blog Conversion Example

One catheter care blog alone attracted hundreds of views in a single month.

Why It Worked:

• Optimized for high-traffic keywords.
• Addressed a common concern for first-time users in a friendly, helpful tone.
• Linked to related product pages with a clear CTA.

Key Takeaway:

A single blog post created real conversion opportunities—without a single dollar spent on advertising.

9. What About That Bounce Rate?

While bounce rate did increase to 49%, it’s still better than the healthcare industry average of 58.29%.

Why It’s Okay:

• New visitors may find what they need and leave.
• Blog content often solves the user’s problem in one page.
• As traffic volume increases, bounce rate naturally rises.

How to Improve It:

• Add internal links to related blogs and product pages.
• Use stronger CTAs to keep users on the site longer.
• Optimize for mobile and fast page speed.

Key Takeaway:

A rising bounce rate isn’t always a red flag—it just means there’s room to guide visitors more effectively.

How VGM Forbin’s Blogging Services Can Help Your HME Business

This success didn’t happen by chance—it was the result of VGM Forbin’s structured blogging strategy.

• SEO-focused blogs designed to rank higher in Google searches.
• Research-backed, human-first content that keeps readers coming back.
• Consistent content creation to build website authority.
• Performance tracking to continuously improve results.

Want these results for your business? Let us build your custom blog plan and turn your website into your best-performing marketing tool.
Learn More About Blogging

Conclusion: Blogging Works—Is Your Business Next?

Whether you’re a national HME provider or a local supplier, your audience is searching for answers. The only question is—will they find your business or someone else’s?

If you’re ready to:

• Drive targeted, free traffic to your website
• Build trust and visibility
• Attract the right audience
• Turn blogs into business

Then VGM Forbin is ready to help. Let’s build a blog strategy that works for your HME business.
Speak to an Expert at VGM Forbin

Metrics Explained: Understanding the Data

• Views—Total number of times a blog page was visited.
• Sessions—A visitor’s interaction with the site before leaving.
• Engaged Sessions—Sessions where visitors scroll, click, or spend a significant time reading.
• Engagement Rate—Percentage of sessions that were engaged.
• Organic Search—Visitors who found the blog via Google and other search engines.
• Catalog Clicks—Visitors who clicked from the blog to view products.
• Conversion Rate—Percent of visitors who took a desired action (e.g., catalog click).
• Bounce Rate—The percentage of visitors who leave after viewing one page.
• Session Duration—The average time visitors spend on the site in one session.