Getting More Business from the Web<br />Strictly Private and Confidential © Denobi Ltd 2009    					Presenter Seán Kirwan<...
This Evenings Agenda<br /> 1. Why the web works for other practices<br />2. Attracting Visitors through Google<br />3. Wha...
Who’s yer man?<br /><ul><li>Business Development Director with Denobi
 9 employees,7 years old
Award winning agency
350+ websites
 95% of these are sales based websites
 Presenter of debonosociety.com podcast  with Edward de Bono</li></ul>Strictly Private and Confidential © Denobi Ltd 2008 ...
Why the web works for other practices<br />Where do sales come from?<br /> 1. Word of mouth<br />Strictly Private and Conf...
Why the web works for other practices<br />How does the web help?<br />Improves Word of Mouth<br />Delivers new patients<b...
Why the web works for other practices<br />New groups and referrals<br />Strictly Private and Confidential © Denobi Ltd 20...
Why the web works for other practices<br />Summary<br /> Attracts new patients / customers<br />Improves word of mouth, bu...
Attracting Visitors through Google<br />Strictly Private and Confidential © Denobi Ltd 2009<br />   <br />
Attracting Visitors through Google<br />According to Google*:<br />4220 searches per month for <br /><ul><li>Physio
Physiotherapist
Physiotherapy</li></ul>*ref Keyword tools within Google Adwords<br />Strictly Private and Confidential © Denobi Ltd 2009<b...
Attracting Visitors through Google<br />Strictly Private and Confidential © Denobi Ltd 2009<br />   <br />
Pay Per Click Advertising (Google Adwords)<br />Attracting Visitors through Google<br />Strictly Private and Confidential ...
Pay Per Click Advertising (Google Adwords)<br />Variation on an Online Auction<br />- the more competition, the more expen...
Google Adwords – Working Example<br />Physiotherapy Clinic X just hired a new physio<br />Now has 40 hours of extra capaci...
Parking
Flexible Appointment times</li></ul>Location: Town and County<br />Specialist Services: RSI and Ski Injuries<br />General:...
Experience
Qualifications </li></ul>Specialist Services:<br /><ul><li>Equipment
Specific Experience / Results
Testimonials</li></ul>Strictly Private and Confidential © Denobi Ltd 2009    					Presenter Seán Kirwan<br />
Google Adwords – Working Example<br />Strictly Private and Confidential © Denobi Ltd 2009    					Presenter Seán Kirwan<br />
Google Adwords – Working Example<br />Strictly Private and Confidential © Denobi Ltd 2009    					Presenter Seán Kirwan<br />
Google Adwords – Tips<br />Not all adverts are created equal<br />- the more relevant your advert and landing page are, th...
Organic Results (SEO)<br />5 minute Q&A<br />Strictly Private and Confidential © Denobi Ltd 2009    					Presenter Seán Ki...
Search Engine Optimisation (SEO)<br />It’s getting to the top of Google’s search results with using PPC or Google Business...
Search Engine Optimisation (SEO)<br />Google User over 250+ variables when calculating page position<br />Server Setup<br ...
Organic Results (SEO)<br />The term is most important<br />Visitors can’t distinguish between PPC and Organic<br />Page 1 ...
Strictly Private and Confidential © Denobi Ltd 2009    					Presenter Seán Kirwan<br />
SEO – Tips<br />Go for the low hanging fruit first<br /><ul><li> Physio location, physiotherapist location</li></ul>Resear...
Organic Results (SEO)<br />5 minute Q&A<br />Strictly Private and Confidential © Denobi Ltd 2009    					Presenter Seán Ki...
Google Adwords – Tips<br />Strictly Private and Confidential © Denobi Ltd 2009    					Presenter Seán Kirwan<br />
Local Business Results: How it works<br />It’s still the wild west, but some things we know<br />Location<br />Listing<br ...
Local Business Results - Summary<br /><ul><li> Can bump you ahead of sites that been no 1 for years
 Local Search results only going to become more prevalent
 Visitors from local search are of high quality</li></ul>Strictly Private and Confidential © Denobi Ltd 2009    					Prese...
Local Business Results <br />5 minute Q&A<br />Strictly Private and Confidential © Denobi Ltd 2009    					Presenter Seán ...
What Makes a Good Website<br />It’s a 2 Way Street<br />Visitor<br />Website Owner<br />Strictly Private and Confidential ...
Good Websites (Visitor Perspective)<br />Relevant<br />website content must be relevant to search result / advert it came ...
Good Websites (Owners Perspective)<br />Professional<br />First Impression needs to reflect well on your practice<br />Con...
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Irish Physio Presentation - Good website practice

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A copy of the presentation that was given by Seán Kirwan to the CPPP on the 5th of November 2009.

Includes information on how physio's can significantly increase business through their website.

Published in: Technology, Design
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  • Andrew Keoghfrom Aristo (sales coach)
  • Word of mouth referrals can dry up a little when you network is well established. New Patients keep it fresh and can deliver new groups like Football Clubs, Golf Groups,
  • Search on GoogleFollowed by resultsPPC advert
  • In August
  • Yellow – PPCRed – Google Local Green – Organic Results
  • Pay Per Click Advertising
  • Pay Per Click Advertising
  • Using Location within keywords has a significant impact on the performance of adverts and campaigns (Lower Cost per Click and improved conversion)Visitors will travel further for specialist servicesThe more tailored the advert, the better the click through rate and Quality Score (Google’s Rating)
  • Pay Per Click Advertising
  • NB: Calculations not based on any one specific physio click
  • What is SEO?
  • These sections include some example factors. The weighting of these is a closely guarded secret. Google uses 200+ variables when deciding on your websites page position
  • Position 1 becoming more competitiveAuthority website required a lot of contentPPC and Local Search has taken a larger chunk of page real estateVisitors don’t know that the 1st placements are Sponsored Links
  • A quick snapshot of how nitty gritty it can get!
  • Broad search like – physiotherapy, Pilates, orthotics
  • Google Local Business Results – Low cost and very effective..
  • How local business results are calculated
  • Making the sale, no more.
  • With all this content to write – it would be a shame if it was all to go to waste. But many companies do.They forget that each website needs hooks!
  • Proposition Joe Stewart of The WirePlayed By Robert F. Chew
  • Other relevant websites to have open:http://www.ashbournephysio.ie/http://www.ballsbridgephysio.com/http://www.courtclinic.ie/http://www.thephysiocompany.com
  • A quick snapshot of how nitty gritty it can get!
  • What are people saying about your brand right now?
  • Facebook allows you to build a fast CRM database and messaging delivery system at very low cost. Not just a website – it’s a CRM powerhouse
  • Straight forwardFacebook advertising
  • Don’t blog about rubbish – make sure it’s relevant and interesting to your audience (not just your peers)
  • Sample blog entry about tonight’s event on Denobi.com
  • Summary
  • Someone is getting the business, why shouldn’t your practice
  • Irish Physio Presentation - Good website practice

    1. 1. Getting More Business from the Web<br />Strictly Private and Confidential © Denobi Ltd 2009    Presenter Seán Kirwan<br />
    2. 2. This Evenings Agenda<br /> 1. Why the web works for other practices<br />2. Attracting Visitors through Google<br />3. What makes a good website<br />4. Recent Buzz... Facebook, Twitter, Blogging<br />5. Summary / Q&A<br />Strictly Private and Confidential © Denobi Ltd 2009    Presenter Seán Kirwan<br />
    3. 3. Who’s yer man?<br /><ul><li>Business Development Director with Denobi
    4. 4. 9 employees,7 years old
    5. 5. Award winning agency
    6. 6. 350+ websites
    7. 7. 95% of these are sales based websites
    8. 8. Presenter of debonosociety.com podcast with Edward de Bono</li></ul>Strictly Private and Confidential © Denobi Ltd 2008   <br />Strictly Private and Confidential © Denobi Ltd 2008    Presenter Seán Kirwan<br />
    9. 9. Why the web works for other practices<br />Where do sales come from?<br /> 1. Word of mouth<br />Strictly Private and Confidential © Denobi Ltd 2009    Presenter Seán Kirwan<br />
    10. 10. Why the web works for other practices<br />How does the web help?<br />Improves Word of Mouth<br />Delivers new patients<br />by 25%*<br />People are looking for treatment<br />Local Physio <br />People are looking for your practice<br />Taps you into new groups and referrals<br />Strictly Private and Confidential © Denobi Ltd 2009    Presenter Seán Kirwan<br />
    11. 11. Why the web works for other practices<br />New groups and referrals<br />Strictly Private and Confidential © Denobi Ltd 2009    Presenter Seán Kirwan<br />
    12. 12. Why the web works for other practices<br />Summary<br /> Attracts new patients / customers<br />Improves word of mouth, but creating referrers<br />Transparent, affordable and controllable<br />Strictly Private and Confidential © Denobi Ltd 2009    Presenter Seán Kirwan<br />
    13. 13. Attracting Visitors through Google<br />Strictly Private and Confidential © Denobi Ltd 2009<br />   <br />
    14. 14. Attracting Visitors through Google<br />According to Google*:<br />4220 searches per month for <br /><ul><li>Physio
    15. 15. Physiotherapist
    16. 16. Physiotherapy</li></ul>*ref Keyword tools within Google Adwords<br />Strictly Private and Confidential © Denobi Ltd 2009<br />   <br />
    17. 17. Attracting Visitors through Google<br />Strictly Private and Confidential © Denobi Ltd 2009<br />   <br />
    18. 18. Pay Per Click Advertising (Google Adwords)<br />Attracting Visitors through Google<br />Strictly Private and Confidential © Denobi Ltd 2009    Presenter Seán Kirwan<br />
    19. 19. Pay Per Click Advertising (Google Adwords)<br />Variation on an Online Auction<br />- the more competition, the more expensive the ad<br />A bit like chess<br />- Easy to understand, difficult to master<br />Complete Control<br />- Costs<br />- Advert<br />- Delivery Time and Location<br /> - Budget <br />Strictly Private and Confidential © Denobi Ltd 2009    Presenter Seán Kirwan<br />
    20. 20. Google Adwords – Working Example<br />Physiotherapy Clinic X just hired a new physio<br />Now has 40 hours of extra capacity per week<br />Worksheet<br />Decides to advertise on the web to capture new business<br />Where do they advertise the website?<br />What so great about the service..<br />The Adverts.<br />Location: <br /><ul><li>Convenience
    21. 21. Parking
    22. 22. Flexible Appointment times</li></ul>Location: Town and County<br />Specialist Services: RSI and Ski Injuries<br />General: <br /><ul><li>CPPP and ISCP
    23. 23. Experience
    24. 24. Qualifications </li></ul>Specialist Services:<br /><ul><li>Equipment
    25. 25. Specific Experience / Results
    26. 26. Testimonials</li></ul>Strictly Private and Confidential © Denobi Ltd 2009    Presenter Seán Kirwan<br />
    27. 27. Google Adwords – Working Example<br />Strictly Private and Confidential © Denobi Ltd 2009    Presenter Seán Kirwan<br />
    28. 28. Google Adwords – Working Example<br />Strictly Private and Confidential © Denobi Ltd 2009    Presenter Seán Kirwan<br />
    29. 29. Google Adwords – Tips<br />Not all adverts are created equal<br />- the more relevant your advert and landing page are, the lower the cost<br />Limit your budgets<br />- be sure to limit your budgets on a ‘per click’ and ‘daily budget’ basis .<br />Outsource it<br /> - It’s time consuming and can be a good thing to outsource. Be wary of cowboys<br />Strictly Private and Confidential © Denobi Ltd 2009    Presenter Seán Kirwan<br />
    30. 30. Organic Results (SEO)<br />5 minute Q&A<br />Strictly Private and Confidential © Denobi Ltd 2009    Presenter Seán Kirwan<br />
    31. 31. Search Engine Optimisation (SEO)<br />It’s getting to the top of Google’s search results with using PPC or Google Business Results<br />
    32. 32. Search Engine Optimisation (SEO)<br />Google User over 250+ variables when calculating page position<br />Server Setup<br />Content <br />Links<br />Quantity<br />Domain Name<br />Relevance<br />Relevance<br />Location<br />Quantity<br />X<br />X<br />Quality<br />Website Age<br />Format<br />Format<br />Configuration<br />Presentation<br />Strictly Private and Confidential © Denobi Ltd 2009    Presenter Seán Kirwan<br />
    33. 33. Organic Results (SEO)<br />The term is most important<br />Visitors can’t distinguish between PPC and Organic<br />Page 1 position can often be expensive to reach<br />No Guarantees as Google likes to move the furniture<br />Strictly Private and Confidential © Denobi Ltd 2009<br />   <br />
    34. 34. Strictly Private and Confidential © Denobi Ltd 2009    Presenter Seán Kirwan<br />
    35. 35. SEO – Tips<br />Go for the low hanging fruit first<br /><ul><li> Physio location, physiotherapist location</li></ul>Research is vital for more popular searches<br />- You need to be sure that the target keyword does convert results <br />Be Patient <br /> - Time is a massive factor. 6 to 12 months<br /> - Use Google webmaster tools for results tracking<br />Outsource it<br /> - It’s time consuming and can be a good thing to outsource. Be wary of cowboys<br />Strictly Private and Confidential © Denobi Ltd 2009    Presenter Seán Kirwan<br />
    36. 36. Organic Results (SEO)<br />5 minute Q&A<br />Strictly Private and Confidential © Denobi Ltd 2009    Presenter Seán Kirwan<br />
    37. 37. Google Adwords – Tips<br />Strictly Private and Confidential © Denobi Ltd 2009    Presenter Seán Kirwan<br />
    38. 38. Local Business Results: How it works<br />It’s still the wild west, but some things we know<br />Location<br />Listing<br />Website<br />Relevance<br />Distance from central point <br />Relevance<br />Quality<br />Format<br />X<br />X<br />Format<br />Age<br />Links<br />Strictly Private and Confidential © Denobi Ltd 2009    Presenter Seán Kirwan<br />
    39. 39. Local Business Results - Summary<br /><ul><li> Can bump you ahead of sites that been no 1 for years
    40. 40. Local Search results only going to become more prevalent
    41. 41. Visitors from local search are of high quality</li></ul>Strictly Private and Confidential © Denobi Ltd 2009    Presenter Seán Kirwan<br />
    42. 42. Local Business Results <br />5 minute Q&A<br />Strictly Private and Confidential © Denobi Ltd 2009    Presenter Seán Kirwan<br />
    43. 43. What Makes a Good Website<br />It’s a 2 Way Street<br />Visitor<br />Website Owner<br />Strictly Private and Confidential © Denobi Ltd 2009    Presenter Seán Kirwan<br />
    44. 44. Good Websites (Visitor Perspective)<br />Relevant<br />website content must be relevant to search result / advert it came from<br />Informative <br />Visitors must get the information they want<br />Easy to Use<br />The website must be easy to use with information quickly available<br />Strictly Private and Confidential © Denobi Ltd 2009    Presenter Seán Kirwan<br />
    45. 45. Good Websites (Owners Perspective)<br />Professional<br />First Impression needs to reflect well on your practice<br />Converts<br />Allows visitors become customers / patients<br />A Good website provides only enough information to make the sale. Avoid providing the solution on your website<br />Strictly Private and Confidential © Denobi Ltd 2009    Presenter Seán Kirwan<br />
    46. 46. You’ve got them to the website now....<br />You’ve got to Hook them in!<br />Strictly Private and Confidential © Denobi Ltd 2008   <br />Strictly Private and Confidential © Denobi Ltd 2008    Presenter Seán Kirwan<br />
    47. 47. Hook’em in!<br />Hooks are simply areas of your website that capture visitor information and interest.<br />Strictly Private and Confidential © Denobi Ltd 2008   <br />Strictly Private and Confidential © Denobi Ltd 2008    Presenter Seán Kirwan<br />
    48. 48. Sell like a drug dealer:<br />80% of heroin addicts didn’t pay for their first hit!<br />Hooks work best when you give a small percentage away free..<br />Strictly Private and Confidential © Denobi Ltd 2008   <br />Strictly Private and Confidential © Denobi Ltd 2008    Presenter Seán Kirwan<br />
    49. 49. Tips for updating / creating a website<br /><ul><li> Deal with a professional web design company
    50. 50. 20% of our new business is “cowboy” cleanup
    51. 51. Don’t over do design. Just make sure it’s professional
    52. 52. People scan websites. Write in bullets and use summary for large information sections
    53. 53. Encourage contact on every page</li></ul>Strictly Private and Confidential © Denobi Ltd 2008   <br />Strictly Private and Confidential © Denobi Ltd 2008    Presenter Seán Kirwan<br />
    54. 54. Strictly Private and Confidential © Denobi Ltd 2009    Presenter Seán Kirwan<br />
    55. 55. Good Website Design<br />5 minute Q&A<br />Strictly Private and Confidential © Denobi Ltd 2009    Presenter Seán Kirwan<br />
    56. 56. Buzz (Twitter)<br />Twitter is used for micro blogging.<br />It’s like text messaging the world, everyone can read what you write. <br />What People Are Tweeting About<br /><ul><li>Pointless Babble (also known as the “Sitting in my chair now!” tweets*) 40.55%
    57. 57. At Replies (@TwitterUser) 37.55%
    58. 58. Retweets(RT @TwitterUser) 8.70%
    59. 59. Self-Promotion5.85%
    60. 60. Spam 3.75%
    61. 61. News 3.60%</li></ul>Strictly Private and Confidential © Denobi Ltd 2009    Presenter Seán Kirwan<br />
    62. 62. Brand Protection<br />People are talking about your product today..<br />It’s important to have your say..<br />Strictly Private and Confidential © Denobi Ltd 2009   <br />Strictly Private and Confidential © Denobi Ltd 2009    Presenter Seán Kirwan<br />
    63. 63. Buzz – Facebook<br />Web 2.0 is all about community<br />Sharing, contributing, interacting in real time<br />If used correctly, it can be very powerful offline. EG Special Offers or Gift with Purchase promo’s<br />615<br />1 week<br />900+<br />Strictly Private and Confidential © Denobi Ltd 2009   <br />Strictly Private and Confidential © Denobi Ltd 2009    Presenter Seán Kirwan<br />
    64. 64. Buzz (Facebook)<br />Strictly Private and Confidential © Denobi Ltd 2009    Presenter Seán Kirwan<br />
    65. 65. Buzz (Blogging)<br />A blog is basically a journal that is available on the web. The activity of updating a blog is “blogging” and someone who keeps a blog is a “blogger.”‘ <br />Google Loves Blogs as it provides fresh updates<br />Strictly Private and Confidential © Denobi Ltd 2009    Presenter Seán Kirwan<br />
    66. 66.
    67. 67. Summary<br />Marketing with Google brings visitors.<br />A good physio website should be able to drive over 800 visitors a month<br />That could lead to over 80 enquiries a month for your practice<br />Strictly Private and Confidential © Denobi Ltd 2009    Presenter Seán Kirwan<br />
    68. 68. According to Google*:<br />4220 searches for <br /><ul><li>Physio
    69. 69. Physiotherapist
    70. 70. Physiotherapy</li></ul>*ref Keyword tools within Google Adwords<br />Strictly Private and Confidential © Denobi Ltd 2009    Presenter Seán Kirwan<br />
    71. 71. Q & A<br />Go raibhmílemaithagat<br /><ul><li> 1 hour free consultation available
    72. 72. €75 voucher for Google Adwords</li></ul>Seán Kirwan<br />016283800<br />sean@denobi.com<br />Strictly Private and Confidential © Denobi Ltd 2008   <br />Strictly Private and Confidential © Denobi Ltd 2008    Presenter Seán Kirwan<br />

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