Jonathan's Web Marketing Blog
4.05.2007
Layers of Information
People visiting your website usually have a question about one of your services. They are hungry for information. The trouble is that some people are hungrier than others. So, how do you avoid "over feeding" one person while also avoiding "starving" the other person? The answer is to layer the information. Use multiple pages of information that will allow the visitor to dig as deep as they want to.
So, if you're a plastic surgeon that wants to market to potential breast augmentation patients online, you should address all aspects of breast augmentation by structuring your information in layers:
You don't have to add all of these pages at one time, and in fact, adding them
gradually with show the search engines that your website is growing all the time. Good pages to start with are the top level general page, an FAQ (frequently asked questions) page, and a before and after gallery page.
It's important to note that since the search engines choose which pages will show up on the search engines, we have to be careful to present the information in such a way that navigating to the other pages is easy, and that the visitor can easily understand what to do if they get dropped into a page that is a third level, and they just want top level information. Don't make the visitor think. It has to be easy to navigate around your site.
The added bonus to layered, deep content is that it gives your search engine optimization specialist multiple pages of content to work with, thereby making your search engine placement more successful.
I used plastic surgeons as an example in this post, but this concept applies to any type of website.
So, if you're a plastic surgeon that wants to market to potential breast augmentation patients online, you should address all aspects of breast augmentation by structuring your information in layers:
Top level: Breast Augmentation - general, "at a glance", information that links to sub pages below:
Second Level - Breast Augmentation Options
---Third Level - Breast implant shapes and textures
---Third Level - Incision options and implant placement
---Third Level - The risks of breast augmentation
---Third Level - "Is breast augmentation right for me? Am I a candidate?"
You don't have to add all of these pages at one time, and in fact, adding them
gradually with show the search engines that your website is growing all the time. Good pages to start with are the top level general page, an FAQ (frequently asked questions) page, and a before and after gallery page.It's important to note that since the search engines choose which pages will show up on the search engines, we have to be careful to present the information in such a way that navigating to the other pages is easy, and that the visitor can easily understand what to do if they get dropped into a page that is a third level, and they just want top level information. Don't make the visitor think. It has to be easy to navigate around your site.
The added bonus to layered, deep content is that it gives your search engine optimization specialist multiple pages of content to work with, thereby making your search engine placement more successful.
I used plastic surgeons as an example in this post, but this concept applies to any type of website.
Labels: Content, Content Freshness, For Attorneys, For Dentists, For Ophthalmologists, For Plastic Surgeons, Optimization, Visitor Conversion
posted by Jonathan Fashbaugh
Email Me
3.27.2007
"The Philadelphia Predicament" or "Sojourners from South Jersey"
When I get calls and emails from people in the southern part of New Jersey, the client and I are faced with a bit of a predicament. I would liken it to a planet's gravitational pull. People in South Jersey, especially Southwestern New Jersey, who are searching for professional services online, do not search for New Jersey terms.
There's a common-sense psychology to search engine marketing strategy that most people don't realize. Even if someone lives several miles outside of Philadelphia (or any major metropolitan area), even if they live across a nearby state line as in our South Jersey scenario, they will still tend to search using the broader term because they are narrowing their search, starting broad, and ending narrow. It's for this reason that statewide searches, while seemingly desirable, are not as important as the major metropolitan search (in this case Philadelphia for New Jersey even though Philadelphia isn't part of New Jersey).
Occasionally, the users will assume that they have to drive into the city in order to see the best doctor/lawyer, so they will do a search for something like "philadelphia cosmetic surgeon". When they find someone who is near them and whose website they connected with, they are likely to email that doctor.
In general, it doesn't hurt to optimize for a couple smaller locations along with the major metropolitan area (i.e. Trenton in addition to Philadelphia), but you don't want to try to optimize your entire website for every bedroom community out there. The search engines won't understand which phrase is most important, and they won't see that you intend to appeal to any specific location. Consequently, you'll likely only show up for the least competitive, least desirable searches.
Instead, you can pick up the lesser areas with an inexpensive pay-per-click campaign if you absolutely have to be there when that rare search comes about. You can also use a page or two of content that is focused on that area and optimize that page for that specific locale, but that's another blog entry.
So, whether you're in Philadephia or not, whether you're a plastic surgeon, a cosmetic dentist, a lasik surgeon, or an attorney, be sure to prioritize the locations that you will target with your website marketing starting with the major metropolitan area and expanding to smaller location names only as necessary.
There's a common-sense psychology to search engine marketing strategy that most people don't realize. Even if someone lives several miles outside of Philadelphia (or any major metropolitan area), even if they live across a nearby state line as in our South Jersey scenario, they will still tend to search using the broader term because they are narrowing their search, starting broad, and ending narrow. It's for this reason that statewide searches, while seemingly desirable, are not as important as the major metropolitan search (in this case Philadelphia for New Jersey even though Philadelphia isn't part of New Jersey).
Occasionally, the users will assume that they have to drive into the city in order to see the best doctor/lawyer, so they will do a search for something like "philadelphia cosmetic surgeon". When they find someone who is near them and whose website they connected with, they are likely to email that doctor.
In general, it doesn't hurt to optimize for a couple smaller locations along with the major metropolitan area (i.e. Trenton in addition to Philadelphia), but you don't want to try to optimize your entire website for every bedroom community out there. The search engines won't understand which phrase is most important, and they won't see that you intend to appeal to any specific location. Consequently, you'll likely only show up for the least competitive, least desirable searches.
Instead, you can pick up the lesser areas with an inexpensive pay-per-click campaign if you absolutely have to be there when that rare search comes about. You can also use a page or two of content that is focused on that area and optimize that page for that specific locale, but that's another blog entry.
So, whether you're in Philadephia or not, whether you're a plastic surgeon, a cosmetic dentist, a lasik surgeon, or an attorney, be sure to prioritize the locations that you will target with your website marketing starting with the major metropolitan area and expanding to smaller location names only as necessary.
Labels: For Attorneys, For Dentists, For Ophthalmologists, For Plastic Surgeons, Keywords, Optimization
posted by Jonathan Fashbaugh
0 comments
Email Me
3.26.2007
"Law Offices" / "Doctor's Office"
If you have a website, then you've acknowledged the power of marketing to at least some degree. A huge part of marketing is making your practice stand out among the myriad other providers out there. So, why, after having spent time, energy, and maybe even having had Lady Luck herself prompt someone to call you, would you answer the phone in the same way that your competitors answer the phone!?
"Law office."
No kidding? Yes, I know that I called a law office, but who are you? Which office did I call? When the answer to the ring is, "Law office," it makes people uneasy. It feels as though we have to justify to you why we made you pick up the phone. This curt script has got to go.
Instead, have your receptionist use a caring demeanor to answer the phone. Potential clients/patients need your help. Yes, doctors make this mistake too. The receptionist should briefly acknowledge that the caller reached the right number by mentioning your firm's name, and then should go into caring mode. "How can I help you?" is worlds better than, "Law office."
You want the person answering your phones to be memorable, and the most memorable receptionists are personable receptionists. They are people, not telemarketers. Your receptionist should introduce her/himself and refer to the caller by his/her name. Here's a possible transcript of a great call:
Ring, ring!
"Hello, thank you for calling Fukui, Fashbaugh & Espinoza. My name is Jonathan. How can I help you today?"
-Hi, I was in a car accident, and I think I might need a lawyer.
"Okay, thanks for calling us. Your name, please?"
-Mark.
"Thanks, Mark. What's your last name?"
-Miller.
"Great. Mark, if you'll hold on for just a minute, I'm going to transfer you to Michelle, one of our paralegals. She's going to ask you some questions to see how we can help you. Would you please hold?"
-Sure.
"Thank you."
...etc.
This is a much more warm approach to intake. It's also important to note that you should use the same warmth in your email correspondence to prospective clients/patients. Please don't reply to an email inquiry with:
"Call my office to schedule a consultation."
They won't call. They probably received five other similar responses and were put off by each one. Send a more personal response. If you don't have the time or inclination to be more personal, then designate someone in your office as the online intake person. Include links back to your website so that the person remembers who you are and why they emailed you.
Your leads are a precious commodity. If you don't care for them, they will die on the vine and may even spread negative PR about your practice. Guard your investment with a little intake TLC.
"Law office."No kidding? Yes, I know that I called a law office, but who are you? Which office did I call? When the answer to the ring is, "Law office," it makes people uneasy. It feels as though we have to justify to you why we made you pick up the phone. This curt script has got to go.
Instead, have your receptionist use a caring demeanor to answer the phone. Potential clients/patients need your help. Yes, doctors make this mistake too. The receptionist should briefly acknowledge that the caller reached the right number by mentioning your firm's name, and then should go into caring mode. "How can I help you?" is worlds better than, "Law office."
You want the person answering your phones to be memorable, and the most memorable receptionists are personable receptionists. They are people, not telemarketers. Your receptionist should introduce her/himself and refer to the caller by his/her name. Here's a possible transcript of a great call:
Ring, ring!
"Hello, thank you for calling Fukui, Fashbaugh & Espinoza. My name is Jonathan. How can I help you today?"
-Hi, I was in a car accident, and I think I might need a lawyer.
"Okay, thanks for calling us. Your name, please?"
-Mark.
"Thanks, Mark. What's your last name?"
-Miller.
"Great. Mark, if you'll hold on for just a minute, I'm going to transfer you to Michelle, one of our paralegals. She's going to ask you some questions to see how we can help you. Would you please hold?"
-Sure.
"Thank you."
...etc.
This is a much more warm approach to intake. It's also important to note that you should use the same warmth in your email correspondence to prospective clients/patients. Please don't reply to an email inquiry with:
"Call my office to schedule a consultation."
They won't call. They probably received five other similar responses and were put off by each one. Send a more personal response. If you don't have the time or inclination to be more personal, then designate someone in your office as the online intake person. Include links back to your website so that the person remembers who you are and why they emailed you.
Your leads are a precious commodity. If you don't care for them, they will die on the vine and may even spread negative PR about your practice. Guard your investment with a little intake TLC.
Labels: For Attorneys, For Plastic Surgeons, Visitor Conversion
posted by Jonathan Fashbaugh
0 comments
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Web Marketing Consultant:
Jonathan Fashbaugh
A cache of internet marketing insights from Jonathan Fashbaugh, a consultant at Page 1 Solutions. Check back frequently for great web marketing ideas for cosmetic dentists, personal injury lawyers, plastic surgeons, and ophthalmologists.
Favorite Internet Marketing Posts
- Closing The Book On The Yellow Pages
- "Law Office"
- Where Do Directories Fit In?
- The Too Busy Signal
- Clarifying the Importance of Links
- Multiple Websites As A Search Engine Marketing Strategy
- Layers of Information
- How to Shop for A Web Marketing Firm - Going Beyond Price
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