Let's start with a quick concept about our modus operandi (which is a fancy way of saying how we work):
We don't complicate things or do things that won't move the needle for your Ophthalmology practice.
If you've done, you've heard of, or you want to:
We will charge you $4,000/mo for 4 blog posts, $4,000/mo for a weekly post on Social media, and build complicated reports... It's such a waste of time, that we'll need to get compensated with at least $8,000/mo for the trouble...
I know I started a bit strong and direct, but there's no time to waste in order to grow your practice, and some of these have their time but not as a starting point... now that we have that out of the way...
In order to build a strong SEO foundation and get the best rankings and the fastest possible, you need to focus on the 80-20 rule. 20% of the efforts are going to give you 80% of the results, and until you start getting these 80% results (which by themselves will help you grow your practice dramatically), you shouldn't focus on the other efforts that are the "fine tunning stage". Here they are:
The traffic with the highest probability to convert on your website are your city + service pages, these are pages targeting the following searches:
If you don't offer some of these procedures or offer additional ones, that's fine, but you need to build very good and high-converting pages that target these searches.
We'll also need to build the right website architecture to make sure they are crawled, and they rank in Google.
Each of these landing pages needs to have a specific format (more of that in the Conversion part of the strategies).
This includes but is not limited to:
After these landing pages are built, there's a need to improve them on a monthly basis to make sure we keep fine-tuning them over time, and we're on top of it. That would be adding additional items like FAQ sections, modifying the content, keywords and semantic terms, and some other things.
Links are the fuel of your SEO. They are mentions from other websites that have a link to some of your landing pages. That powers them up and helps your overall website to rank higher in Search Engines. The steps we take for building links are, but not limit:
- Research competitor links.
- Do anchor text analysis.
- Researching websites to create links on.
- Gathering their links.
- Finding webmaster emails.
- Pitch webmaster's ideas about articles.
- Negotiate fees.
- Add the links to these websites.
- Keep track and create reports for live links.
A lot of other things like technical analysis, citation building, competitor analysis, CTR optimization, and more, but the first three are where you need 80% of the effort to get results with SEO.
Google Ads can be very lucrative, but you need to treat these leads like gold. Your front office needs to call them right after they submit a form or answer the phone and be on top of it (I'd say the same applies for every lead, but even more with Ads leads).
That is a visitor who fills out a form, is "qualified," and meets the requirements you need to work with them.
That is a very profitable Ophthalmology clinic.
To get these results, we do:
- Keyword Research.
- Campaign Creation.
- Ads Optimization.
- Ads Management.
- Negative keywords monthly filtering.
- Budget modification.
- Click Through Rate Optimization.
- Landing page optimization.
- Tracking implementation.
- Consistent communication about lead quality and tweaking accordingly.
This is one of the worst and most abused statements any practice (and any business, really) uses to "Show value". Relying on your great patient service to differentiate yourself from the sea of Ophthalmology clinics that pop up every day is like going to a dealership and hearing the salesperson saying:
"We're great because our cars have engines".
Maybe in the 2,000's this was great but not in this day and age.
You need to step up your game and start doing 21st-century Conversion Rate optimization.
These are some things we help with and you should be doing:
If you want to stand out, you need to create an intro video that builds trust and connection with the visitor. Like the one you hopefully saw on the homepage.
If you've been in business for a while, you already understand your patient's problems, and your website visitors have the same problems, so show them you understand their problems and how you can help.
If you don't want to create an intro video, that's fine, but it'll help.
In order to build a message that is different you need to dig a bit about who you are and how you communicate. Yes, I know this about inbound marketing and not about personal growth, but we need to discover how you're different.
Maybe you're a polished person, maybe you're more relaxed, maybe you're more technically focused, or maybe you're a patient care freak. Whatever you and your practice "look like" is something you need to show.
Over time we can tweak your message, and the words written on your website to make it stand out. Use proven converting pages to increase the probability of someone submitting a form, calling, or creating an appointment.
However, you need to have an amazing website. You won't believe how many times a patient will choose one practice instead of another one based on how the website looks like and how easy it is to navigate it.
You may think, really? Does it make that much impact?
Your website is a reflection of your practice. The easier, simpler, better looking, and easier to navigate, the closer the visitor of your website will think the experience with their procedure will be.
This is subconscious.
And the first impression happens when interacting with your website.
Other ways we can improve conversion is by filtering robocalls, sales calls, spam, and things that are annoying and waste your team's time.
The better your office location, the more you're going to get from your Google Business Profile when optimizing it correctly.
Because Google Business Profiles rankings are geo-targeted, you won't be able to rank in Google if you're too far from the locations where people search for eye surgery services.
To get your Google business profile ranking in the top 3 we need to:
- Optimize the listing itself, including the name.
- Optimize your landing pages (Your Google Business Profile is directly linked to your website optimization).
- Optimize your Google Site (that's different than your website).
- Update your profile (with post updates).
- Build citations (with correct NAP).
- Some secret sauce (some strategies are better to explain "live").
A customer fills up a form on your website. What happens next?
You or someone in your team receives an email. If you're a bit more advanced, that would go to your CRM. And then what happens?
Automation should look like this:
- Your website chat should connect with your CRM.
- Your Form should connect to your CRM.
- Your phone number should connect to your CRM.
- Your email should connect to your CRM.
- You should offer a calendar appointment to someone who fills up your form (or offer it directly on your website).
- You should have automation for calendar confirmations.
- Your CRM should be able to tag where the lead came from (Organic, paid, direct, referral).
- Your CRM should be automatically updated based on what actions users do.
- You should automate Google Business Profile reviews also synced with your CRM.
- Your team should receive notifications every time a new lead gets into your CRM
Automation not only saves time but also minimizes human error.
What is the next step?
Get in touch to see if we may be able to help you grow your practice.
* Depending on your circumstances we may be able to work in an area, which includes more than one city for the same pricing. NOTE: We only work with one MSP per location.