Website Traffic, How To Increase Yours

Posted on by Neil Sanderson

Introducing The Complete Digital Marketing System

The digital marketing system

It would be great wouldn't it, if all you had to do was create a website for your dental practice and forget about it. New patients would flock to your door and your existing patients would tell you just how much they enjoyed the content on your site.

Unfortunately that isn't how things happen in the real world, if you don't actively promote your site it will simply be a waste of your money. This is why you need a digital marketing system. To drive traffic to your website and convert that traffic into paying patients.

Here are the consequences of not being pro-active on the web!

  1. You won't be found on Google desktop, your website will almost certainly not be on page one.
  2. Your patients won't visit your website because there is no reason for them to do so.
  3. Your mobile rankings will fall and so you won't be found on a mobile device either.
  4. Anyone who does find you won't have a reason to do anything when they arrive.

The fact of the matter is that most dental practices may as well not have a website at all, simply because people can't find it and when they do, there is no call to action!

This is what a digital marketing system does.

You need to ensure that your website is on the first page of Google and ideally Bing and Yahoo too. There are two ways you do this (a) search engine optimisation and (b) advertising with Google/Bing/Yahoo. This means you simply have to have a digital marketing system in place.

Search engine optimisation makes your site relevant and vibrant, the search engines see that your site's content changes regularly, that there are relevant links back to it and that it is mobile ready.

Google advertising pretty much automatically gets you to the top of the search engine rankings, this is particularly crucial with mobile search.

Social Media You have to be active on Social Media. Whether you like it or not, Social Media is a reality, 50% of the UK's population spend 25 minutes every day on Facebook, and that doesn't include Twitter, Instagram etc. Quite literally if you're not on Social Media you are missing out on a massive opportunity.

Email marketing is still one of the most effective ways to get your message out. When we build a website we build in an auto-responder, which will automatically start sending out a series of emails to people who have visited the site, this is crucial for high value treatments such as implants, veneers and straightening.

Video is the new phenomenon that is driving the web forward. If your site doesn't have the right type of video you are simply not in the game. A site with video is 80% more effective at generating business than one that doesn't have video, particularly in dentistry.

Remarketing This is a new technology available from Google and Facebook, it works like this. When someone comes to your website we put a cookie on their computer. When they then visit sites like The Daily Mail, Daily Mirror, Sky, Ebay, Facebook (Google has millions of partners) your advert will be shown to them, they think that you have a massive advertising budget and you are all over the web, whilst in fact your ads are only being shown to people who have visited your site. This technology is making a massive difference to the conversion levels.

So if you are really serious about building your dental practice and increasing the number of new patients that you register you need a digital marketing system, so call me today on 01767 626 398 or email me at enquiries@dentalmarketingexpert.co.uk you can visit our website at www.dentalmarketingexpert.co.uk or click here to go to our Facebook page.

Posted on by Neil Sanderson

Why You Need A Website Landing Page

website landing page

Neil Sanderson Dental Marketing Expert

When most people think about their website they think about having a home page and maybe an "about us", "contact us", "treatments" etc. etc. But sadly most miss the biggest one of all and that is a website landing page.

A website landing page is where you want people to land on your website when they have searched the internet to find you.

So for instance if someone is interested in an implant, you don't want them to land on your home page, then click on treatments, then scroll down to implants, because they will have left your site long before they get to this stage.

Our search habits have been formed by the likes of Amazon and Ebay. So for instance let's assume you are interested in a 40" television and you put in a search for this.

I would guarantee that Amazon would have an advert or listing for a 40" television. When you click on the listing what would you do if you landed on Amazon's home page, you then had to navigate to products, then electrical products, then televisions etc. Do you see what I mean?

This is why a website landing page is so important and you should have a landing page for everything you want people to contact you about, this could be implants, straightening, sedation, whitening, white fillings.

When people search the internet for one of these topics you want Google to display your listing, which takes them directly to the correct landing page, NOT YOUR HOME PAGE.

You need to make it as easy as possible for people to find what it is you offer and then contact you about it. If you don't do this 95% of people will leave your website without taking any action at all, which somewhat defeats the object of your website in the first place.

So what are the must have's on a landing page?

  1. You need a headline that will catch the person who has landed on the page's attention immediately.
  2. You need a video that starts to play as soon as the page opens.
  3. You need your telephone number to be prominent.
  4. You need a form so that people can fill in their details and email them to you.
  5. You need a list of bullet points which outline exactly what you offer.

If you have all this on your website landing page, you will see your conversion go up massively. What you don't want is a scrolling image that changes all the time, with your logo prominent. These are of no interest to the person who is looking for a solution to their problem.

It's your job to tell each person that you have exactly what they are looking for immediately. Having the ingredients I have outlined above on your website landing page will make a massive difference to your conversions and of course to your bottom line.

If you would like to know how you can increase traffic to your website with a website landing page, improve conversions and boost your profits, call me on 01767 626 398 or email me at enquiries@dentalmarketingexpert.co.uk or you can visit may website at Dental Marketing Expert or visit my Facebook page

 

Posted on by Neil Sanderson

Dental Website or the lack of them!

dental website

Neil Sanderson Dental Marketing Expert

We've just been updating our database, which we do at least once per year, you would be amazed as to how much changes in a record on your database from one year to another, so I strongly suggest that you make this one of your priorities and clean up your data at least once per year.

However that isn't the main reason why I am writing this blog. No this blog is about how many dental practices don't have a dental website, or any other website for that matter.

We just finished updating London records, and we list every record on our database that doesn't have a website so that we can obviously target them.

I was staggered to discover that almost 30% of all dental practices in the capital still don't have a dental web site, please bear in mind this is the biggest city in our country, not some small town in the sticks.

There is no doubt that the first place that people go to when  they are looking for a dentist or any other business is Google or one of the other search engines. It's essential that your dental website is at the top or near the top of the Google search, but to not have one at all is just amazing, and for such a large percentage of practices to not have a website is staggering.

I have been doing this dental marketing stuff for coming up to three years, and the vast majority of people who contact me to work for them do so after visiting my website.

In fact I can't think of anyone who has contacted by who hasn't at least visited the website once or twice.

For any business in 2015 to not have a website is unthinkable, it's akin to not having any premises. I really don't know how these dental practices get any new business, other than word of mouth, which can be very hit and miss and you have absolutely no control over it either.

If you don't have a dental website currently you need to get one now, this isn't me touting for business either. Of course I would obviously recommend myself to build you a website but you really need to get  one, starting today.

Yellow Pages is essentially now dead on buried, or at least on life support. You could of course use direct mail and leaflets, but these are expensive ways to get your message across and are limited in space.

You not only need a dental website, but you also need a digital marketing strategy to go with it. You have to be active on Social Media, you have to send out regular emails, you need to rank highly on Google. But without a website you are effectively counting yourself out of all these different marketing media.

So if you don't have a website, call me today on 01767 626 398 or email me at enquiries@dentalmarketingexpert.co.uk or visit my website www.dentalmarketingexpert.co.uk or visit my Facebook page

 

Posted on by Neil Sanderson

Search Engine Optimisation (part one)

Using search engine optimisation
search engine optimisation

Neil Sanderson Dental Marketing Expert

You are probably aware that Google now gives the top three search results to it's paid advertising e.g. pay per click or Google Adwords. This is without doubt the most effective and quickest way to get your website to the top of Google's rankings.

However there is also a case to be made for being near the top of the rankings organically or free listings. Some people just prefer to click on the free area rather than clicking on an advert. So whilst I would always advocate using Google Adwords as your first choice, I'd like to talk a little about search engine optimisation.

Search engine optimisation is effectively trying to make your website rank towards the top of Google's listings. You must remember that fourth place is probably the best you will ever get because of the pay per click.

But if you can get yourself to position four of five it's certainly better than being on page two. So  what do you need to do?

Search Engine Optimisation must do's
  1. Video You must have video on your website, this is now crucial. Not only does video move you up the rankings but it also is a brilliant tool for keeping people on your page and remember to make your video autoplay. Ideally the video should be on either YouTube or Vimeo with a link to you website rather than being embedded in your site.
  2. Blog Write a regular blog, between 300-500 words. A blog is also extremely effective in influencing Google, make sure you put lots of links back to your website into the blog and also have outbound links. you also need to optimise any images you put into your blog. You also need to think of the keywords you are trying to influence Google with.
  3. Google local business. This is an area often overlooked by most practices but is highly effective at getting you up the local rankings. Put as much content into this area including video, images, your opening times, any special offers, in fact as much as possible. Then get as many reviews from your patients as possible.
  4. Metatags These are the short descriptions you see when you search for something and are presented with the listings, ensure that these are relevant and have your key words in them.
  5. Links. If you have any links in you page ensure that they still work, Google will check for broken links, if you have lots they will mark your site down.
  6. Navigation Analysis ensure that your site has good navigation and all links within the site work.
  7. URL names ensure that your URL (the name of the page) is relevant and has your key words in it.
  8. Content Change you need to make sure that your content changes regularly, Google doesn't like static sites, it wants to see things changing regularly, just as you update your Social Media ensure that you regularly update your website too.

I'll go through some of the other SEO tactics in later posts, but if you start to adopt these you should see your rankings improve, although this isn't guaranteed and you are at the mercy of Google. As I said earlier, the only tried and tested way to get your site to the top of the listings is to advertise with Google.

If you would like help with your digital marketing, call me on 01767 626 398 or email me at enquires@dentalmarketingexpert.co.uk or visit my Facebook page

Posted on by Neil Sanderson

Mobilegeddon

From the 21st April Mobilegeddon happens, you need to act now

For some time now I've been banging on about how your website should be mobile ready because 60% of all search is now carried out on mobile devices and you should have your website ready for these visitors.

Well things are just about the heat up even more. Google have announced major changes to their algorithms, (the industry is calling this Mobilegeddon that will do two things.

  1. They are going to tag all websites in the search listing that are mobile ready.
  2. They will lower your ranking if your site isn't mobile ready.

The marketing press have been full of this, Read This Article. So just what does this mean to you as a dental practice? Well basically everything. As I have mentioned on many occasions 60% of all search is not done on mobile devices. This means that if your site isn't mobile ready, people searching for you will probably never see your site listed.

But and it's a big but, if your site is actually found by someone who is searching for you, your listing will not have the Google mobile stamp of approval so they may well decide not to bother with your site.

This Google update is not some small thing that they will roll out as they have been doing over the last two years with most people not noticing, this is a major deal for Google, (Mobilegeddon), this is why they have been flagging this up for some time.

So what do you need to do to ensure that your website is mobile friendly and you won't fall foul of Mobilegeddon?

  1. Ensure the mobile version of your site is active and functional. Responsive designs are the most popular, these are the one's that we supply, but you can also have a separate hosted mobile version of your site. Google doesn’t have a preference, as long as mobile users’ experience isn’t interrupted.
  2. Ensure Google’s mobile bots can crawl your site. If Google can’t see it, it may as well not even be there.
  3. Check each individual page of your site on a mobile device to ensure navigability. Just because your home page is mobile friendly doesn’t mean the rest of your site is.

In addition Google are offering you a new tool to test your website, click here to check your website and ensure that it is mobile ready, this tool is completely free and safe, it will give you all the information you need to ensure your site is mobile ready.

Incidentally Google are also checking to see if you have a mobile app too, and again if you pass this test they will rank you higher than if you don't so you might want to think about getting yourself a mobile for the practice (we sell these too) click here to see how our Mobile App can build your practice, it's been designed specifically for dental practices.

We are now very busy converting many websites to make them mobile ready, if you would like us to give you a quote on making your website mobile ready, call us today on 01767 626 398 or email us at enquiries@dentalmarketingexpert.co.uk or visit the website www.dentalmarketingexpert.co.uk or check out our Facebook page.

Posted on by Neil Sanderson

Your Mobile Strategy

If you are reading this you are more than likely a dentist so you almost certainly haven't heard the rumours about what Google is doing for mobile search, which is why you should read this regarding your mobile strategy.

We understand that later this month Google will be ranking websites very differently, depending on whether or not their website is mobile ready or not, I'll give you more on this over the next couple of weeks.

However there is one item that should be top of your list in your mobile strategy thinking and that is a mobile app for your business.

Until recently only the very large corporations had a mobile app, however all that is now changing and even you can have one. But why would you want one, how on earth could a mobile app help your business, well here's why.

I suspect that you already have a website and are no doubt proud of it, however did you know that whilst many of your patients undoubtedly spend time on their desktop or laptop, the average Brit spends more than two hours on their mobile per day, which is why you should be there.

Push Messaging

One of the biggest pluses for having an app is that you can push messages directly to everyone who has it. Push messaging is free and is has a 95% read rate, Compare this to an average "open rate" of just 20% for an email.

Loyalty Scheme

Another great feature is the LOYALTY SCHEME, so instead of sticking things on that card you issue them, all you have to do with an app is scan a code in the practice and the patients card is automatically marked, they can then redeem a voucher when they reach a certain number. All this is done automatically.

Branding

Branding is also a biggy with a mobile and should always be part of your mobile strategy, just think how many of your competitors will have their own app? Very few, you can lift your brand way above everyone else and charge premium rates because of it.

Improved patient engagement

This is also a great plus, your patients can message you directly from they app, they can request an appointment for specific items of treatment, they can ask you questions and of course they have direct access from the app to your Facebook and Twitter accounts as well as your blog etc.

Referral

With a mobile app your patients can refer you directly to their friends and family via Facebook, Twitter, email or text. There is simply no more powerful form of advertising than personal referral, if 100 of your patients sent out a referral to just 10 of their friends this could net you 1,000 new patients alone, just think how much you would normally spend on that?

Having a credible mobile strategy is now at the top of every business's agenda and it should be right up there with yours too. Google has seen this as being crucial to its strategy and you need to too.

Ensure you have a mobile app and that your website is mobile ready today, get your mobile strategy into place, it could make the difference between success and failure of your practice over the next year or two.

If you would like to know about our dental mobile app, click here, or call me on 01767626398 or email me at enquiries@dentalmarketingexpert.co.uk or visit the website www.dentalmarketingexpert.co.uk or check out our Facebook page

 

Posted on by Neil Sanderson

How To Plan Your Website

Your website needs careful planning just as everything else that is important does, this article will hopefully give you some tips on how to plan your website.

The first thing you need to think of when you plan your website is the URL (Uniform Resource Locator). This is effectively the address of your website. If possible try and have your location and name in the URL e.g. "Ickwell Dental Practice" which would be www.ickwelldentalpractice.co.uk.

Equally you can have a .com name, there is no benefit really in either but if you take the .co.uk domain, try and make sure you also own the .com version too, just in case a competitor tries to take it.

Once you have your domain you need to think about your website pages. When you plan your website you are effectively planning the website pages.

If you take anything from this article remember this. Every page on your website should have a purpose! So when you plan your website, think about what purpose that page you are spending so much time on is going to do for you.

We design and build many websites for dental practices and many clients add lots of pages for no reason whatsoever. The ideal website needs no more than 20 pages.

So when you plan your website, here are the pages you need, anything else is basically a waste of time.

  1. You need a home page, this isn't as important as everyone thinks but it's a place to start, ideally most people will never see this as they are going to go to the page they want.
  2. You also need a contact us page with a map and all your contact details.
  3. You need an about us page (more for the GDC than anything else). It should have details of all members of staff and if applicable their GDC numbers.
  4. You need a blog, this is incredibly important
  5. You need an offers page for all your special offers.
  6. You then need a separate page for each of your treatments, however many you offer. Do not put them all on a single page this is a huge mistake. I would be inclined to only highlight your private specialities such as straightening, whitening, implants, sedation etc. etc.

That's about it for content so when you plan your website, use these items as a minimum, as I said earlier, anything else is just a waste of time. nobody will visit them.

Ensure that every page has your key words in them, so start planning your key words immediately when you start planning your website.

You need to have video on all your treatment pages, ideally this video should be on your YouTube channel and linked to the site. This will boost your rankings substantially.

Your blog is equally important, don't think for a minute that everyone who visits your site will read your blog, but the search engines will note that you post regularly, just as I am doing now.

Make sure you have lots of links into your site from your Social Media channels, e.g. Facebook, Twitter, LinkedIn, YouTube etc. etc.

Social Media links are also crucial to your Google rankings too, you can't have enough of these.

Ensure that all your photographs on your site have captions and are also optimised for the search engines.

If you follow these simple guidelines you won't go too far wrong.

If you need more information about planning your website, call me on 01767 626 398. Or email me at sales@dentalmarketingexpert.co.uk or visit the website www.dentalmarketingexpert.co.uk or even visit our FACEBOOK page.

Posted on by Neil Sanderson

Your Landing Page

Most people think of a website as an entity in its self, this is not the case. A website is a series of pages of which you need to think about landing pages.

What is a landing page? Well the description is in the name really, it's where people land when they first come to your website.

Most people think that the place people should first see when they arrive at your site is the home page, this again is not the case, ideally you need people to land on the correct landing page, let me explain.

I'm sure that all of you have at one time or another gone to Amazon. Can you ever think of a time when you arrived on a home page which had menu options across the top for you to find what you are looking for?

No of course you haven't. You always land on the page that you wanted. For instance if you are looking for a camera. I typed in the search "Canon EOS 70D" and below is the search I got.

Screen-Shot-2015-03-14-at-12.10.38

All the search items are about the EOS 70D which is what you would expect, some are reviews and technical pages others are sales pages, but effectively all of them are about this particular camera.

So whenI click on the search item which takes me to the "landing page". It comes as no surprise that the page I land on is about the Canon EOS 70D.

Because Amazon is so good at this you are presented with everything you need to purchase this camera, there are reviews, things that people also bought when they buy this camera etc. In fact just about everything you need to make a purchase, this is a typical Amazon landing page and they are very good at it.

Screen-Shot-2015-03-14-at-12.13.24

So what has this got to do with your website and the landing page that your prospective patients land on?

Well it's about this, we have all been tought by the likes of Amazon that we want to land on exactly the page we are interested in. We don't want to land on the "home" landing page, we know what we want and we want it right now.

People are not prepared to come to a "home" landing page and navigate around the website until they find the item they are looking for, this is why you have to promote your landing pages all the time, so that your visitors get exactly what they are looking for immediately.

If someone is looking for teeth whitening, most dental websites are set up so they will come to the "Home" landing page, they will then click on the treatment tab, then they will find the whiting link and click on that, do you see the issue?

If you want people to visit your teeth whitening page you need to start optimising this page so that Google can pick it up and display it, this needs to become your whitening landing page.

The same goes for all your other treatment, such as facial aesthetics, implants, straightening etc. etc.

Writing a blog is a great help but having the right key words on the page is also crucial, along with the correct meta description. Get ahead of your competition and ensure that your treatment pages are optimised to be your landing pages.

However you can bypass all this an just use Google Adwords, which will always send people to exactly the page you require, this is one of the huge benefits of Adwords.

If you would like more information on your website, call me on 01767 626  398 or email me at sales@dentalmarketingexpert.co.uk or visit our Facebook page.

www.dentalmarketingexpert.co.uk

Posted on by Neil Sanderson

Dental Blog For your Website

Here's a blog about how to write a dental blog, which I think is quite amusing, but blogging is now essential for your Google Rankings, it can literally be the main reason why you appear on the first page or not.

So what do you need to do to write a dental blog for your website?

WordPress

The first thing is to write in WordPress (it's free), ideally your website should also be built using WordPress or at least as a front end, which means you can edit the rest of the site too. WordPress has all the tools you need to start blogging.

When you write a dental blog, you have two audiences, (1) your patients and prospective patients (2) Google, not necessarily in that order either.

Theme

When you start blogging, every dental blog you write should have a theme e.g. "dental blog" which is the theme for this one. This is your keyword and what you want the blog to rank on.

Don't cover lots of subjects in a single blog, try to keep each dental blog you write to one subject.

Ensure that the URL of your blog has the keyword you are promoting in it, with WordPress you can edit the URL. So for instance if your are writing about teeth whitening, ensure this is in your URL.

In addition to being in your URL, it also needs to be part of the main headline. So for instance the keyword for this article is "dental blog", you'll note that the words dental blog are in the URL and are part of the headline, you need to do the same.

Keywords

The keyword also needs to appear in the text, but don't go mad, ideally no more than 5% of your text should have your keyword.

There is a great plugin for WordPress, called WordPress SEO by Yoast, which is what I am using as I write this blog. It will actually tell you exactly where your dental blog is scoring well and badly for Google SEO.

It will tell you if you have too many keywords or too few, so when you open up your WordPress dental blog, download this plugin as you'll find it an invaluable tool to help you create your blog.

How long?

The blog should be between 300 and 500 words long, if your blog is longer than this it isn't a problem, but you won't get any more brownie points from Google, if it is less than 300 words though, Google may not recognise it as a blog at all.

Meta description

This is the description you give your dental blog to Google, it's not really for the general public, although they will see the description under the heading when it appears in a Google listing. It is mainly for Google to list and rank the blog, it needs to have your keyword as part of the description.

Categories

You should ideally give your dental blog a category too or several categories. For instance I have given this one "dental marketing" "SEO" "dental website design" and "dental blog". This is what I want Google to see and rank on.

Headings

Ideally you should make all your sub-headings a Headline too, in computer speak this is a H1, H2, H3 setting, you can see how I've laid out the sub-headings in this article

Tags

Give your dental blog tags, this is more help for Google to see what your blog is about, for instance I've tagged this blog "dental marketing" "online marketing" etc. etc.

Links

Finally ensure that you have lots of links back to your website, so if you are blogging about teeth whitening, have a link back to your teeth whitening page, if you are writing about implants, link back to our implant page. You also need at least one external link, so put one to one of your suppliers or your Facebook page etc.

If you would like more information on how we can help you with your website, call us on 01767 626 398, or email us at sales@dentalmarketingexpert.co.uk or visit the website www.dentalmarketingexpert.co.uk or visit our Facebook page

Posted on by Neil Sanderson

 Website Traffic, How Facebook Can Increase Yours Completely Free Of Charge

We all know that saying thank you is a great courtesy and makes the person who is receiving, feel much better don't we. Well here's a tip to make those two little words "Thank You" increase your website traffic too.

As I've said on many occasions before, there are two things you need to concentrate on with your website, (1) you need to maximise your website traffic. (2) you need to converts as much of that website traffic as possible into paying patients.

So here's a little tip that will cost you absolutely nothing, it may endear you to your patients and you'll get more traffic to your website and if your website has the right things on there when they land you'll start to get more new patients too.

70% of the population now owns a smart phone, which is quite staggering, and just about every person who has a smart phone knows how to use an app. Additionally 50% of the population use Facebook for at least half hour per day every day.

So when you have done a great job for one of your patients and they say "thank you", why don't you ask them to put a link onto their Facebook page and just say thank you, it's as simple as that.

They can even do this whilst you are with them on their Facebook app!

Let me elaborate on how powerful this little "thank you" can be to increase your website traffic. Let's say you see fifty patients per day and one in five of them post this link to your website on their Facebook page.

The average person has 500 friends and likes on their Facebook account, this means that the link to your website could potentially be seen by 5,000 people every day.

Now I know that not everyone is going to do this for you, however much you try and persuade them. So we'll scale this down (a lot). Let's say that only 50 people per day get to see a link posted by one of your patients. This means that upwards of 1,000 people will see the link every month (12,000 per year).

Even if only 10% of them actually click through to your website, this means that 1,200 new patients will visit your site, simply because you asked your patients to say "thank you" on their Facebook page with a link to your site.

The best thing about this is that all this new website traffic is completely free, you're not spending a penny on advertising anywhere.

But you also need to remember that you have the right wording, graphics, video etc. on your site to convert them from website traffic to paying patients and that is a whole different subject and incidentally even more important.

If you would like to know how I can help you grow your dental practice, call me on 01767 626 398 or email me at sales@dentalmarketingexpert.co.uk or visit the website www.dentalmarketingexpert.co.uk, or you can visit our FACEBOOK page too.