For a healthcare practice, the content on your website can mean the difference between influencing someone to pick up the phone to book an appointment with your practice or driving them away from your site to find another healthcare provider.
How can you implement an effective content strategy for your website to maintain and increase growth over time?
Creating effective content strategies and an overall strong digital presence in the field of healthcare marketing has been a passion of mine for over 10 years! My team and I have used our medical marketing expertise and extensive knowledge of SEO to help clients stand out from their competition online and increase traffic to their businesses.
The problems we’ve faced and the solutions we’ve found regarding creating an effective content strategy for one of our clients are explained in the case study below.
We had an experience with a urology practice located in Atlanta, Georgia that specializes in urologic care for both men and women, as well as several other specialties. They didn’t have a clue about what they needed to do for their website to have results.
They also had no experience with online marketing and hadn’t added new content to their website in years. And they were only using radio ads and billboards for the majority of their advertising.
When they came to us, they were using a medical marketing platform that wasn’t delivering the results they were looking for. They were searching for a healthcare marketing agency to help them attract more local patients to their practice and stand out from their local competition.
They were also frustrated with the lack of customer support from the medical marketing platform that they were with previously.
Two major problems this practice was experiencing before we started working with them were:
The figures below show the urologic practice’s SEO rankings before we started working with them.
When we started working with this client, they had several goals for their practice but didn’t know what they needed to do to reach them. That’s where we came in. We developed a strategy based on their goals and determined that the following steps were required to optimize their site and reach their goals:
We were able to reach all of this client’s goals by first doing the following:
An example of a “content silo” we use for our clients can be seen in the image below.
The results of our content strategy speak for themselves. After about a year and a half, our client saw tremendous growth in their keyword rankings overall and a 664.40% growth in their organic traffic!
We’ve continued to add engaging and optimized content to their site, ranking above other reputable websites, such as Mayo Clinic, for very difficult keywords. The content strategy we created led to an increase in online visibility, new patients, and of course…revenue for the practice.
The graph below shows the dramatic growth that this client experienced in organic traffic after they started working with us.
The figures below show the urologic practice’s SEO rankings after we started working with them.
They experienced a significant increase in the following ways:
710.62% increase in the Total No. of Keywords637.73 % increase in Organic Search Traffic924.54% increase in Users664.41% increase in the number of keywords on the top 3 spots of the first page of Google.
In terms of ROI (return on investment), these figures translate to a value of $37,000 per month if they were to pay for advertising — which is about $444,000 per year worth of FREE organic search traffic.
Let us become a part of your success story! An effective content strategy has proven to be a very effective method of digital marketing in the healthcare field.
It allows a practice more opportunities to grab the attention of potential patients, build trust with them, and boost SERP rankings. My team and I pride ourselves on being personally dedicated to our clients by providing the expertise and care they need to make their business soar!
Take control of your digital presence! Contact us today to see how we can help you achieve higher online visibility and drive traffic to your medical business!
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