Is your website flatlining?
Simple hacks to improve the health of your website traffic and conversion ratio.
You know that traffic is key to the success of a website. But what happens when your traffic stalls, your visitors aren’t converting into consultations, or your site isn’t making it on page one of Google?
It’s time your website had a check-up.
Do you actually know what your visitors are looking for?
Learn what keywords people are using to land on your site. You can collect this invaluable keyword research by signing in to Google Webmaster Tools (if you haven’t already set up Google Webmaster Tools, do yourself a favour and make this a priority; it’s easy to use and gives you access to loads of data, tools and diagnostics to improve your site). Once you know what people are actually searching for, accommodate your content and keywords accordingly.
Search engine optimisation is a long-term, ongoing process – you’ll need to be vigilant in keeping on top of changing trends in keywords in the aesthetic and beauty industries, as well as the viewing habits of your audience.
Content will always be king when it comes to organic SEO growth, and the more quality (read: engaging and unique) content you post, the more information you are giving Google to work with.
If you’re only posting a blog or article every so often, it will be hard to make much of an impact in terms of growth and search engine rankings. More posts also mean more avenues for your audience to find and reach you, not to mention increased social signals and social traffic when you share on Facebook and Instagram, etc.
Don’t become overly preoccupied about the number of words per post. What matters most is quality of content, rather than whether it’s short-form or long-form content. If you don’t have the resources or time for longer form content, short-form posts should be around 400 words.
Are your social signals optimised?
Do you have social media buttons on each page? Where are they positioned? Research has found placement of social buttons to Facebook, Twitter, Instagram, et al, to greatly impact how many shares a post will receive?
Opinion is divided on the “holy grail” placement of social sharing buttons, but it seems the preferred options are left and top of the page. Considering the top-left portion is the most viewed part of a web page, it would appear the best choice for positioning social buttons is the top-left of each page.
Google factors in the speed of your website when ranking your site, so ensure your site is running as cleanly and smoothly as possible. This is usually a job for a web expert, but small changes can also make big headway in helping your pages load more quickly. Some of these can include removing inactive plugins or widgets, poorly optimised themes if you’re using WordPress, and optimising images to reduce their size.
To find out how your site fares, check out PageSpeed Insights in Google Webmaster Tools.
Visitors not staying on your site or not converting into patients?
There are some relatively quick and easy ways you can increase reader engagement and, ultimately, convert them into real-life patients! These include: Call attention to your call to action. Have a clear call to action, and a design layout that intuitively leads your readers to it. This might be a call to action to sign up for your newsletter, request a call back or book an appointment.
Rethink navigation and user experience. Keep it clean, with clear pathways to your different topics. Remove duplicated content and don’t overload pages with excessive information and widgets.
Deliver your message in a more compelling way. Is there a more clever way to grab someone’s attention once someone lands on your page? Consider an explainer video on your homepage and any other big-ticket pages. Keep it entertaining and educational and your conversion number is sure to reach new heights. And remember – invest in quality video that is a direct reflection of your brand offering.
￼Are you mobile/tablet optimised?
With well over 50 percent of all internet traffic now happening on a mobile device, and with Google’s latest page ranking algorithm now penalising non-mobile friendly sites, it is imperative that your website is mobile/tablet friendly. Not being mobile-friendly will penalise your page ranking and make your website more difficult to find.
Depending on the platform that your site is hosted on (WordPress, Joomla, etc), this can be as simple as adding a plugin and/or an additional or alternative template to your site. Or it may be time for a website makeover that will allow you to utilise a responsive template to ensure that your website looks just as good and has the same functionality no matter what type of device your prospective patient is using.