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Irish Physio Presentation - Good website practice
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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. ...

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.

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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 Irish Physio Presentation - Good website practice Presentation Transcript

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