Orthotown July/August 2022 - 48

" Focus on quality as
well as strategically
selecting the page
to link. You could
send all backlinks
to your homepage,
but a better option
would be to make
the user journey
hyper-relevant. "
A benchmark conversion rate for a
solid website is 5%, which based on the
same number of visitors would give the
practice 50 new calls or filled-out forms. By
increasing the conversion rate by 2.5%, you
can double your new-patient calls without
spending a dime on paid advertising. This
is why website performance is critical to
your practice success.
Top tips for a high-performing
website
Set up proper tracking. To make datainformed
decisions, you must have tracking
properly set up on your website. Tools like
Google Analytics will track, measure and
report on website activity and visitor behavior,
including traffic, clicks and conversion
rate. This is the best way to ensure you can
monitor what's happening on your website:
You can see what is and isn't working and
make adjustments accordingly.
Monitor these two KPIs. The most
important key performance indicators to
focus on are conversion rate and average
session time. As mentioned above, conversion
rate is the percentage of unique visitors who
convert to a call or completed form-and it
should be above 5%. (The average website
my company manages converts at 7.3%.)
Average session time measures the average
length of time visitors spend on a website,
from the moment they land on the site
48 JULY/AUGUST 2022 // orthotown.com
to when they exit. Your average session
time should be greater than one minute.
Things that affect session time include
user experience (UX), website load speed
and having high-value pages that entice
visitors to stay longer.
Perform A/B testing. You may launch
a website with a brand new design that has
a very low conversion rate, but this doesn't
always mean there's a need to redesign! Your
website is never truly done-your team
should be A/B testing various components
and making recommendations based
on CRO best practices to help improve
performance.
The key with any A/B test is making
incremental changes so you can accurately
attribute increased performance to that
particular change. For example, A/B test
the headline on your homepage but leave
everything else on the page the same. Then
monitor the performance of the website for
a month to see which version of the headline
outperformed the other.
Onsite SEO
While the above performance helps you
convert more of your website visitors, when
your website ranks well on Google, you'll
increase the amount of visitors to your site.
There are many different elements to this
and approaches to take, but these tips will
get you started.
Have a clear strategy. While I'm here
giving you tips, if you take them out of
context from your overall strategy, you won't
get far. Your strategy must be mapped out and
planned to ensure you can achieve specific
results. For example, know which keywords
you want to target. It's not advised to have
only one " treatments " page where you're
targeting braces, aligners, adults, kids and
retention; instead, optimize each individual
page with a goal of targeting a niche set of
keywords. So, you might decide to have a
main " Treatments " page that lists all the
options, then interlink to individual pages,
each dedicated to a particular treatment.
Create keyword-rich content. This
doesn't necessarily mean you need to write
new pages consistently, like blog posts, but
you need to ensure all of the pages on your
site are properly optimized. This includes
the headers of each page (H1 and H2). Word
count is important for all main pages; make
sure they have about 800-1,000 words.
Add backlinks. A backlink is a link from
one website to another. The best kind of
backlinks come from partnerships, charities
and other quality sources, so when you
sponsor the local soccer club, for example, be
sure it gets you a link on the club's website.
Focus on quality as well as strategically
selecting the page to link. You could send
all backlinks to your homepage, but a better
option would be to make the user journey
hyper-relevant. In the soccer club example,
you could create a co-branded landing page
that showcases patients involved in the soccer
club, information about any offer exclusive
to the club's athletes and what to expect at
the new patient consultation.
Conclusion
To win big, you need to marry UX and
SEO. The Google algorithm is becoming
more and more advanced and you simply
cannot fake the system. Google knows that
its users care about UX, and now it's using
UX elements as a ranking factor. Ultimately,
find a website provider who can deliver the
design you want and be a partner in the
ongoing optimization process. n
http://www.orthotown.com
Orthotown July/August 2022

Table of Contents for the Digital Edition of Orthotown July/August 2022
