INTERNET MARKETING
A web site is of no value if no one sees it. While you can
publish your web address on your business cards, brochures,
and letterhead, your potential is unlimited when you market
yourself properly on the World Wide Web. We can help you
by formulating and implementing a step by step plan for
getting more out of your web presence, driving more traffic
to your website, and ultimately converting those website
visitors into patients.
Step 1. Evaluate
your current website and your competition
Step 2. Develop and implement a strategic marketing plan
Step 3. Analyze your website traffic and make modifications
to stay ahead
STEP 1: EVALUATE
YOUR CURRENT WEBSITE AND YOUR COMPETITION
Design
Your site is only as good as its design and navigation.
If your site is not easy to navigate, you have links that
are not functioning or go to pages "under construction,"
your visitors will go somewhere else. Our goal is for your
visitors to easily and logically travel throughout your
website, and get to where they want to go in the fewest
number of clicks.
Branding
Whatever it is that makes you unique or superior to your
competition should be evident by looking at your website.
Do you fill a certain niche? Do you focus on one area? Is
your strength in being able to offer a wide range of services?
Your services should be easily identifiable, and the message
should be carried through the web site.
Content
The more information you provide, the more valuable your
website will be to your visitors. Information can be in
the form of text, photographs, diagrams, articles, tables,
and images. It should be presented in a clear, organized
fashion, and should be consistent with the image you wish
to portray.
Enhancements
Offering your visitors a reason to return to your site will
increase the likelihood that they become your patients since
each visit is an opportunity to convince them of your capability.
Web features that can enhance the user's experience include
frequent updates and additions, newsletters, guestbooks,
message boards, ecommerce, polls, glossaries, special offers
and news articles.
Accessibility
It is obvious how to contact your office to schedule an
appointment? If the visitor wants to contact you to ask
a question or schedule an appointment, he or she should
not have to search to find your contact information. If
you offer a free consultation, that should be apparent as
well. Once you receive an inquiry, the response should be
quick, accurate, and polite.
Search Engine Friendliness
and Optimization
Different methods of constructing and laying out a website
may make it easier for the search engines to find you. For
instance, a "splash" page in which your opening
page consists solely of a flash introduction will hurt you
in the search engines. There are nearly a hundred ways to
increase your search engine friendliness and optimize your
placement.
STEP 2: DEVELOP AN
INTERNET MARKETING PLAN
From the thorough web business analysis described above,
we will create a complete plan for search engine and marketing
improvements, a timeline and a fee estimate. Because people
find information on the internet in a variety of ways such
as clicking from another site, a specialized directory,
articles, search engines, or banner ads, it is important
to make your site visible through as many avenues as possible.
Your plan will be researched and executed deliberately,
with a reasonable budget relative to your goals. We will
create a plan to include:
Website Promotion
Through Search Engines
Keyword Analysis
We will research the keywords and phrases that are most
applicable to your practice and most likely to get you noticed
in the search engines.
Analysis of ''competitor"
sites
In order to get you high rankings, we need to know where
your competition ranks and what tactics they are employing
to maintain that position. Then we'll know how best to approach
your website marketing plan to give you the best chance
for the highest rankings.
Copy writing to incorporate
keywords
A large part of search engine optimization involves the
incorporation of useful content that is relevant to your
area of expertise. Effective use and placement of designated
keywords in the right location, density, and formatting
within that text will increase your chances of higher search
engine results.
Optimization for search
engines
Not only does the layout and design of the page and the
programming code, graphics, audio, and video have to be
"search engine friendly", but metatags, keyword
density, image tags, and overall content and structure of
the website
Search engine submission
Submission to search engines including google, yahoo, aol,
msn, ask jeeves, etc.
Link building campaign
increase your search engine rankings and click-throughs
from related sites
Website Promotion Through Other
Means
Listings in online directories (beautysurg.com,
etc.) - analysis of the best placements
paid inclusion: pay an annual
fee per website page to be listed in a directory
online advertising: paid
text or banner advertisements on other websites
pay per click advertising:
cost based on market rate per keyword, plus start up costs
newsletters: use your email
lists to bring visitors and patients back to your website
press release writing and submission:
interface with online press release services
STEP THREE: COLLECT DATA, ANALYZE REPORTS, AND MAKE ADJUSTMENTS
statistics tools - Install
password protected web analytics tool used to analyze traffic
analyze traffic
- provide reports of traffic - including # of visitors,
page views, top search engines, keywords, referrers.
Please
contact us for a complimentary site analysis and fee information.
310.559.4820
