Avoid The Five Big Website Mistakes

Posted on by Neil Sanderson

Landing Pages For Your Website

landing pageBefore we go any further I better explain just what a landing page actually is.

A landing page is where you send someone to a specific page on your website to inform them of a promotion you are running or a service you are offering, something like this Landing Page.

Usually a landing page has no tabs across the top of the page. This means that the person can't go anywhere else and has two options (1) they respond to you or (2) they leave.

Why use a landing page

Study after study have shown that the fewer choices you give people when they come to your website, the more likely they are to respond to you, this is why we use landing pages.

They are also incredibly useful for letting you know how your Google Adwords, Facebook or email advertising campaign is doing. Because the only way that people can find these pages on your site is if you send them there.

Landing pages are effectively hidden within your website. So you set up a Google Adwords campaign for let's say dental implants. Instead of sending people to your home page you send them to the landing page.

When someone calls the practice for the service in question, you know that they have called as a result of the Google advert. This is a great help when you are trying to see how your return on investment is going.

Mobile Traffic

I've said before that most people will come to your website on a mobile phone, not on a desktop computer (now in the region of 70%+). If people don't get what they want to see immediately on a mobile phone they leave.

So you make your ads work in conjunction with your landing page. This is how the process works.

  1. They type a keyword into Google e.g. dentist in (your area).
  2. Google shows your advert to them
  3. They click on the advert and arrive at your landing page
  4. Your landing page should have some sort of offer on it to encourage them to call you or contact you.

Using landing pages effectively can increase your conversion rate on Google by a factor of 200% as opposed to just sending them to your home page.

If you would like more information on how landing pages could work for you. Call me on 01767 626 398. Email me at sales@dentalmarketingexpert.co.uk. Visit my website at www.dentalmarketingexpert.co.uk. Go to my Facebook page. Try my Twitter page.

Posted on by Neil Sanderson

Why Your Website Has To Be Mobile Ready

mobile readyYou may be thinking here he goes again, banging on about your website being mobile ready and you'd be right. But it is now critical that you take action and ensure that your site is mobile ready.

I recently met a dentist who has spend £46,000 over the last three years on Google Adwords. Over the last two years he has seen a drastic decline in conversions (new patients).

He called men and asked me to look at his Google Adwords campaign and tell him what he was doing wrong. I won't go into the technicalities of what was right and wrong with his Google Adwords campaign, it was the fact his website wasn't mobile ready that was the biggest problem.

For every prospective patients that visited his site, 60% of them came via a mobile phone. 20% came via a desktop and 20% came via tablets.

This meant that 60% of the £46,000 he has spent on Google Adwords was wasted simply because his site wasn't mobile ready, let me put that into cash figures for you £27,600!

This was a very extreme example of why your site has to be mobile ready. But it's just as important if you're not spending with Google too. In 2015 Google announced a major update on their search criteria.

Effectively if your site is not mobile ready you will not show up when people search for your on a mobile device.

But let's assume that someone has actually managed to find our website. If it's not mobile ready they will have to squeeze and expand it, in order to read what's there. So they will just leave.

When you search on a mobile phone, you are never as engaged as when you search on desktops or laptops. If you sit in front of a desktop you are normally very focussed. The opposite is true on mobiles.

You will inevitably be doing something else e.g. watching TV, cooking dinner, sat in a restaurant, on a bus etc. etc. Which means you are easily distracted.

You will also have little or no patience, so you'll want to see everything immediately. If you want to contact the company you are searching, you simply want to click the phone number and it should ring.

This is the way you have to set up your website. Everything has changed and continues to change. Being mobile ready will put you in front of your competition. It will give you a huge advantage over those practices who's sites are not mobile ready (approximately 50% of all websites).

The figures I am quoting now will almost certainly be higher by the end of this year. We expect that by the end of 2017 70%+ of all search will be on mobile phones. If you're not mobile ready, this will affect your practice significantly.

If you need a mobile ready website, call me on 01767 626 398. Email me at sales@dentalmarketingexpert.co.uk. visit my website at www.dentalmarketingexpert.co.uk. Or visit my Facebook or Twitter pages.

Posted on by Neil Sanderson

If Your Not On Page One Of Google You're Nowhere

page oneYou probably already know how important it is to be on page one of Google, it's pretty simple really the guys who's listings are at the top of the page get all the traffic.

Last year Google changed how it presents your listings on it's search engine on page one. First are Google Adwords (up to five of them). Then there are the Google local listings. Then the rest.

You simply have to be on page one in one of these areas or you may as well be on page 5,000 as people simply won't spend any time looking for you, especially on mobile phones and remember 60% of all the people who visit your site come to you via a mobile phone.

Google Adwords

So to guarantee you are at the top of page one you have to advertise with Google, this is called Google Adwords. Which also known as pay per click, in that each time someone clicks on your advert you pay Google a fee.

Google Local Business

You then have the Google local business listings. As you'd expect these are for local businesses and contain all the information about your practice. You can update this yourself and I would encourage you to do this.

You then have the page one organic listings.

If you are happy to pay Google to be at the top and I would also encourage you to do this, then your ad will normally be viewable at the top page one.

Search Engine Optimisation

page oneIf you don't want to pay Google you need to think about the other two options and this is where you have to deploy SEO (search engine optimisation).

Effectively this means that you optimise your Google local business listing by having as much information as possible on it and you have as many Google reviews as possible.

You will then need to continually optimise your site to keep it at the top of page one. This includes working on the site its self and also creating lots of back links to the site from around the web.

We also recommend having a strong social media presence. Now you may not be a fan of Facebook and Twitter! Google is and it will raise the profile of your website on page one if you post correctly.

All this is very time consuming and is something of a black art. I would strongly recommend you get professional help to do this as you may just create the wrong impression with Google and make things worse.

See the screen shot of a search I created which clearly shows the adverts at the top of page one, then the Google local listings, then the rest.

If you want to be on page one via the route of search engine optimisation and social media. We can help out with our SEO and Social Media services. For more information call us today on 01767 626 398. Email sales at sales@dentalmarketingexpert.co.uk. Visit our website at www.dentalmarketingexpert.co.uk. Visit our Facebook and Twitter pages.

 

Posted on by Neil Sanderson

Major Changes For Google Adwords

 

google adwordsIf you thought that you could bypass Google Adwords (the pay per click paid for listings at the top of the search page), think again. Google has made some major changes that are going to make search engine optimisation even more difficult.

As I've been telling you in this blog for some time now most people will come to your website via a mobile device not a desktop. Google has also recognised this and now has adopted the slogan and philosophy "mobile first".

50-60% Of All Search Is Now On Mobile Devices

Because 50-60% of all search is conducted on a mobile device Google is taking advantage of this like never before. Here are the changes and you'll quickly see why search engine optimisation is going to be even more difficult.

Google Adwords is Google's main source of revenue. They don't really want you to click on one of those free listings. To make this more difficult they've made their ads 50% bigger.

The consequence of this is that now the ads take up 50% more space on the first page of Google. In mobile terms, this effectively means that there are no "free" listings on the first page of Google's search.

Even if you have the best search engine optimisation company working on your website, it's highly likely that you won't be seen on a mobile search.

So how has Google Adwords made its adverts 50% bigger?

Before the change you used to have one line for a headline and around 40 characters for your text. Google has expanded this to two lines for the headline, and given you 85 words to write your text.

The upshot of this is that in almost all instances your click through rate (people seeing your ad and clicking on it) goes up by around 50-60%. This is great news if you are advertising with Google Adwords, not so great if you're not.

They have also let you put extra words in the URL line. This just makes the advert more attractive, encouraging even more people to click on it.

There are now no adverts down the right hand side of the screen, just the top four or five Google Adwords ads at the top and usually three or so at the bottom of the page.

This has really squeezed the free listings, so that whilst you might get three or four on a desktop search, you really don't get to see any on a mobile search.

And mobile users are much less likely to scroll down below the Google Adwords ads, they almost always click on one of these.

Google becoming an Adverts Engine

I stated around eighteen months ago that Google would effectively change from being a search engine to an adverts engine and this concept isn't new.

Just think back a few years to the Yellow Pages. To get noticed you had to pay for a larger advert, Google Adwords are no different.

If you are really serious about promoting your dental practice. Grasp the nettle and start to use Google Adwords. But be beware, if you don't know what you are doing it can cost you dearly.

Take my advice and get a marketing expert involved. In the long run it will make your ads so much more effective and potentially save you a fortune too.

If you would like to know how we can help you with your pay per click Google Adwords. Call me today on 01767 626 398 or email me at sales@dentalmarketingexpert.co.uk. Visit either our website dentalmarketingexpert.co.uk or Facebook or Twitter pages.

Posted on by Neil Sanderson

5 Big Website Mistakes

 

website mistakesHere are the five biggest website mistakes that most dental practices make.

Website Mistake One

A Website with pictures or graphics at the top of your home page

I've talked a lot in the past about the 8 second rule, this is when someone lands on your website and if you don't get their attention within the first eight seconds they will leave.

Simply having a photograph or graphic and worse still those photographs that slide in and out are the worst thing you can have on your home page and just about every dental practice has them, this is my number one of website mistakes. They do not work in fact they work against you. If you have them on your site get rid of them.

Website Mistake Two

Your website is not on page one of Google

If your website isn't on page one of Google then you may as well not exist at all, this is true on desktop devices but even more so with mobile. People simply do not go beyond the first page on a mobile device.

In order to get your website onto page one of Google you have to employ search engine optimisation.

Search engine optimisation can take many forms, but you have to employ some, or ideally all of them to ensure that your site is visible to the world. Most dental practices simply have a website built, publish it and leave it. Just think about this, if you were setting up a new practice would you rather it be prominent on the high street or hidden in some back street, this is number two of the five big website mistakes.

Website Mistake Three

Lack of online video - or video that isn't right

As I said in the first section, most practices have a large photograph at the top of their home page which is top of the list in website mistakes. But one of the best things you can do is put video prominently on your home page.

This should start to play automatically, it should not be more than two minutes long and should get your message across as quickly as possible. here is an example of what good video should be like click here to view video. Having good video like this on your home page will engage with visitors and keep them on your site.

Bad video are those artistic type that move around the practice, or worse still you put a video from one of your suppliers on your site e.g. Invisalign or Inman Aligners. There is nothing wrong with these products, but if you are going to put video on your website, make sure it is one of your own.

Website Mistake Four

Non Mobile Friendly Website 

This one is huge in the list of website mistakes and one you all probably know about too. What you probably don't realise is that 60-70% of all website traffic now comes from mobile devices.

There are two massive reasons your website should be mobile friendly.

  1. You'll lose 60% of your potential patients because they simply won't look at your site on a mobile device, this is because they can't navigate around it correctly. They'll just leave.
  2. Google will remove your site from search so they won't be able to find you anyway, so why have a website at all?

Of all the website mistakes in this article this is probably the most serious.

Website Mistake Five

Giving responsibility for your online marketing to a website designer

This one is quite controversial I know but I still put this in my list of website mistakes. There is nothing wrong with website designers, they are some of the nicest people you would choose to meet, but they are called website designers because they design websites!

What they don't do is market your practice, they don't get traffic to your site, they don't ensure that the site converts visitors into paying patients, this is done by marketeers (someone like me).

We develop websites that get patients into your practice, we don't try and win design awards. Having a website built is just the start of the process, you then have to ensure that your get traffic to it and convert that traffic into patients, this is what Dental Marketing Expert does for you.

If you would like to know how we can not only build you a website that works but also attract new patients to your practice and encourage the patients you have to spend more with you, call us on 01767 626 398 or email me at sales@dentalmarketingexpert.co.uk or visit the website at www.dentalmarketingexpert.co.uk or visit our Facebook or Twitter pages.