This document outlines an agenda for a marketing your practice event. It includes topics such as positioning and competition, developing a website, internet marketing, conversion optimization, and strategies for getting more enquiries, appointments, patients and referrals. There are also breakout sessions planned on related subtopics. The agenda spans from 9:00am to 4:45pm and includes times allocated for each topic and break periods.

1. Marketing
your
practice

2. Agenda
Topic Time Duration
Positioning and competition 9:00 30m
Developing a website 9:30 1h
Breakout 1: Healthcare websites that sell 10:30 30m
Internet marketing 11:00 1h
Meet the experts 12:00 1h
Conversion optimisation 13:00 30m
Breakout 2: The 6 Ways to Grow Your Business 13:30 30m
Getting more enquiries 14:00 45m
Breakout 3: Optimising for web conversion 14:45 15m
Getting more appointments 15:00 45m
Breakout 4: Mystery Call Evaluation 15:45 15m
Getting more patients and more referrals 16:00 45m
Breakout 5: Wrap 16:45

3. More
available
Agenda online
Topic Time Duration
Positioning and competition 9:00 30m
Developing a website 9:30 1h
Breakout 1: Healthcare websites that sell 10:30 30m
Internet marketing 11:00 1h
Meet the experts 12:00 1h
Conversion optimisation 13:00 30m
Breakout 2: The 6 Ways to Grow Your Business 13:30 30m
Getting more enquiries 14:00 45m
Breakout 3: Optimising for web conversion 14:45 15m
Getting more appointments 15:00 45m
Breakout 4: Mystery Call Evaluation 15:45 15m
Getting more patients and more referrals 16:00 45m
Breakout 5: Wrap 16:45

4. Positioning
&
competition

5. What’s your biggest
marketing and sales
challenge today?

6. Too much time is wasted
worrying about problems
‘out there’.
Instead, focus on what
you can control.

7. Market positioning and competition

8. Market positioning and competition
• What’s everyone else saying?

9. Market positioning and competition
• What’s everyone else saying?
• What business are you in?

10. Market positioning and competition
• What’s everyone else saying?
• What business are you in?
• What’s the message you’re sending?

11. Market positioning and competition
• What’s everyone else saying?
• What business are you in?
• What’s the message you’re sending?
• Can you prove it?

12. Market positioning and competition
• What’s everyone else saying?
• What business are you in?
• What’s the message you’re sending?
• Can you prove it?
• Can you deliver?

13. Market positioning and competition
• What’s everyone else saying?
• What business are you in?
• What’s the message you’re sending?
• Can you prove it?
• Can you deliver?
• Are you willing to do what it takes? Even if it’s uncomfortable?

15. We’ll do
whatever it
takes!

16. We’ll do
We get you in
whatever it
and out!
takes!

17. We’ll do
We get you in
whatever it
and out!
takes!
We’re a
hospital.

18. We’ll do
We get you in
whatever it
and out!
takes!
We’re a Our stuff is the
hospital. best!

19. We take the We’ll do
We get you in
time to get it whatever it
and out!
right! takes!
We’re a Our stuff is the
hospital. best!

20. We take the We’ll do
We get you in
time to get it whatever it
and out!
right! takes!
We’re a Our stuff is the
We’re cheap!
hospital. best!

21. We take the We’ll do
We get you in
time to get it whatever it
and out!
right! takes!
We’re close
to you!
We’re a Our stuff is the
We’re cheap!
hospital. best!

22. We take the We’ll do
We’re a one We get you in
time to get it whatever it
stop shop! and out!
right! takes!
We’re close
to you!
We’re a Our stuff is the
We’re cheap!
hospital. best!

23. We take the We’ll do
We’re a one We get you in
time to get it whatever it
stop shop! and out!
right! takes!
We’re close
to you!
We’re We’re a Our stuff is the
We’re cheap!
everywhere! hospital. best!

24. We take the We’ll do
We’re a one We get you in
time to get it whatever it
stop shop! and out!
right! takes!
Our
We’re close
surgeons are
to you!
really good!
We’re We’re a Our stuff is the
We’re cheap!
everywhere! hospital. best!

25. We take the We’ll do
We’re a one We get you in
time to get it whatever it
stop shop! and out!
right! takes!
Our
We’re close
surgeons are We’re huge!
to you!
really good!
We’re We’re a Our stuff is the
We’re cheap!
everywhere! hospital. best!

26. Where is your niche?

27. Where is your niche?
Focus

28. Where is your niche?

29. Where is your niche?

30. Where is your niche?
The greater the differentiation, the more reasons
you are giving someone to choose you over your
competition, and the less chance of needing to
compete on price

31. Asking the right
Questions

32. Asking the right
Questions

33. Asking the right
Questions
“If I had an hour to solve a
problem and my life depended on
the answer, I would spend the
first 55 minutes figuring out the
proper questions to ask. For if
I knew the proper questions, I
could solve the problem in less
than 5 minutes."

34. You must ask yourself the tough
questions

35. You must ask yourself the tough
questions
• Questions about

36. You must ask yourself the tough
questions
• Questions about
• The problem that “is” as opposed to the problem that “isn’t”

37. You must ask yourself the tough
questions
• Questions about
• The problem that “is” as opposed to the problem that “isn’t”
• Your target customers

38. You must ask yourself the tough
questions
• Questions about
• The problem that “is” as opposed to the problem that “isn’t”
• Your target customers
• Your competition

39. You must ask yourself the tough
questions
• Questions about
• The problem that “is” as opposed to the problem that “isn’t”
• Your target customers
• Your competition
• Your value

40. You must ask yourself the tough
questions
• Questions about
• The problem that “is” as opposed to the problem that “isn’t”
• Your target customers
• Your competition
• Your value
• Your approach to value creation

41. You must ask yourself the tough
questions
• Questions about
• The problem that “is” as opposed to the problem that “isn’t”
• Your target customers
• Your competition
• Your value
• Your approach to value creation
• Your marketing and communications

42. Quality
(high)
Price
(high)
(low quality / low price)

43. Quality
(high)
Underpriced Ideal for penetration Premium offering
Real Bargain Average Overpriced
Cheap goods Unhappy Customers Make the sale, and run!!!
Price
(high)
(low quality / low price)

44. Quality
(high)
Underpriced Ideal for penetration Premium offering
Real Bargain Average Overpriced
Cheap goods Unhappy Customers Make the sale, and run!!!
Price
(high)
(low quality / low price)

45. Quality
(high)
Underpriced Ideal for penetration Premium offering
Real Bargain Average Overpriced
Cheap goods Unhappy Customers Make the sale, and run!!!
Price
(high)
(low quality / low price)

46. Quality
(high)
Underpriced Ideal for penetration Premium offering
Real Bargain Average Overpriced
Cheap goods Unhappy Customers Make the sale, and run!!!
Price
(high)
(low quality / low price)

47. Quality
(high)
Underpriced Ideal for penetration Premium offering
Real Bargain Average Overpriced
Cheap goods Unhappy Customers Make the sale, and run!!!
Price
(high)
(low quality / low price)

48. Quality
(high)
Underpriced Ideal for penetration Premium offering
Real Bargain Average Overpriced
Cheap goods Unhappy Customers Make the sale, and run!!!
Price
(high)
(low quality / low price)

49. Quality
(high)
Underpriced Ideal for penetration Premium offering
Real Bargain Average Overpriced
Cheap goods Unhappy Customers Make the sale, and run!!!
Price
(high)
(low quality / low price)

50. Quality
(high)
Underpriced Ideal for penetration Premium offering
Real Bargain Average Overpriced
Cheap goods Unhappy Customers Make the sale, and run!!!
Price
(high)
(low quality / low price)

51. Quality
(high)
Underpriced Ideal for penetration Premium offering
Real Bargain Average Overpriced
Cheap goods Unhappy Customers Make the sale, and run!!!
Price
(high)
(low quality / low price)

52. Quality
(high)
Underpriced Ideal for penetration Premium offering
1
Real Bargain Average Overpriced
Cheap goods Unhappy Customers Make the sale, and run!!!
Price
(high)
(low quality / low price)

53. Quality
(high)
Underpriced Ideal for penetration Premium offering
1
2
Real Bargain Average Overpriced
Cheap goods Unhappy Customers Make the sale, and run!!!
Price
(high)
(low quality / low price)

54. Quality
(high)
Underpriced Ideal for penetration Premium offering
3
1
2
Real Bargain Average Overpriced
Cheap goods Unhappy Customers Make the sale, and run!!!
Price
(high)
(low quality / low price)

55. Quality
(high)
Underpriced Ideal for penetration Premium offering
3
1
2
Real Bargain Average Overpriced
4
Cheap goods Unhappy Customers Make the sale, and run!!!
Price
(high)
(low quality / low price)

56. Quality
(high)
Underpriced Ideal for penetration Premium offering
3
5
1
2
Real Bargain Average Overpriced
4
Cheap goods Unhappy Customers Make the sale, and run!!!
Price
(high)
(low quality / low price)

57. Quality
(high)
Underpriced Ideal for penetration Premium offering
3
5
1 YOU
2
Real Bargain Average Overpriced
4
Cheap goods Unhappy Customers Make the sale, and run!!!
Price
(high)
(low quality / low price)

58. Quality
(high)
Underpriced Ideal for penetration Premium offering
3
5
1 YOU
2
Real Bargain Average Overpriced
4
Cheap goods Unhappy Customers Make the sale, and run!!!
Price
(high)
(low quality / low price)

59. Quality
(high)
Underpriced Ideal for penetration Premium offering
3
5
1 YOU
Real Bargain Average Overpriced
2
4
Cheap goods Unhappy Customers Make the sale, and run!!!
Price
(high)
(low quality / low price)

60. Quality
(high)
Underpriced Ideal for penetration Premium offering
5
1 YOU
3
Real Bargain Average Overpriced
2
4
Cheap goods Unhappy Customers Make the sale, and run!!!
Price
(high)
(low quality / low price)

61. Quality
(high)
Underpriced Ideal for penetration Premium offering
4 5
1 YOU
3
Real Bargain Average Overpriced
2
Cheap goods Unhappy Customers Make the sale, and run!!!
Price
(high)
(low quality / low price)

62. Quality
(high)
Underpriced Ideal for penetration 5 Premium offering
4
1 YOU
3
Real Bargain Average Overpriced
2
Cheap goods Unhappy Customers Make the sale, and run!!!
Price
(high)
(low quality / low price)

63. Quality
(high)
Underpriced Ideal for penetration 5 Premium offering
4 6
1 YOU
3
Real Bargain Average Overpriced
2
Cheap goods Unhappy Customers Make the sale, and run!!!
Price
(high)
(low quality / low price)

64. Quality
(high)
YOU
Underpriced Ideal for penetration 5 Premium offering
4 6
1
3
Real Bargain Average Overpriced
2
Cheap goods Unhappy Customers Make the sale, and run!!!
Price
(high)
(low quality / low price)

65. Quality More
(high)
available
YOU online
Underpriced Ideal for penetration 5 Premium offering
4 6
1
3
Real Bargain Average Overpriced
2
Cheap goods Unhappy Customers Make the sale, and run!!!
Price
(high)
(low quality / low price)

66. What do customers really care about?

67. What do customers really care about?
/ Price

68. What do customers really care about?
1. Customer service
/ Price

69. What do customers really care about?
1. Customer service
2. Convenience
/ Price

70. What do customers really care about?
1. Customer service
2. Convenience
3. Perceived quality
/ Price

71. What do customers really care about?
1. Customer service
2. Convenience
3. Perceived quality
4. Perceived surgical skill
/ Price

72. What do customers really care about?
1. Customer service
2. Convenience
3. Perceived quality
4. Perceived surgical skill
5. Brand equity
/ Price

73. What do customers really care about?
1. Customer service
2. Convenience
3. Perceived quality
4. Perceived surgical skill
5. Brand equity
/ Price
6. Scope of service

74. Benefits over Price =Value

75. Benefits over Price =Value
• How do you set your prices?

76. Benefits over Price =Value
• How do you set your prices?
• What is psychological pricing?

77. Benefits over Price =Value
• How do you set your prices?
• What is psychological pricing?
• What are the two main pricing strategies?

78. Benefits over Price =Value
• How do you set your prices?
• What is psychological pricing?
• What are the two main pricing strategies?
• How to increase or decrease your prices without killing your profits?

79. Benefits over Price =Value
• How do you set your prices?
• What is psychological pricing?
• What are the two main pricing strategies?
• How to increase or decrease your prices without killing your profits?
• What’s the difference between price, cost and value?

80. Benefits over Price =Value
• How do you set your prices? you request our
Make sure
• Pricing White Paper. It’s on
What is psychological pricing?
www.liveseysolar.com/
• What are the two main pricing strategies?
escrs2011
• How to increase or decrease your prices without killing your profits?
• What’s the difference between price, cost and value?

81. Developing
a website

82. Developing a website in 2011

83. Developing a website in 2011
• What you need to know when you commission a website

84. Developing a website in 2011
• What you need to know when you commission a website
• 12 things your website should be and do

85. Developing a website in 2011
• What you need to know when you commission a website
• 12 things your website should be and do
• 22 tips to hire a good website designer

86. More
available
Developing a website in 2011 online
• What you need to know when you commission a website
• 12 things your website should be and do
• 22 tips to hire a good website designer

87. 80% of website design is a
waste of time and
money. Stop that.
Focus on the 20% that’s
really important.

88. What is the most important factor in the
design of a website?
Easy to find what I want
Cutting edge interactive experience
Beautiful visual design
Other
n=174 (Do not work in marketing or advertising)

89. What is the most important factor in the
design of a website?
Easy to find what I want
Cutting edge interactive experience
Beautiful visual design
Other
76%
n=174 (Do not work in marketing or advertising)

90. What is the most important factor in the
design of a website?
10%
Easy to find what I want
Cutting edge interactive experience
Beautiful visual design
Other
76%
n=174 (Do not work in marketing or advertising)

91. What is the most important factor in the
design of a website?
9%
10%
Easy to find what I want
Cutting edge interactive experience
Beautiful visual design
Other
76%
n=174 (Do not work in marketing or advertising)

92. What is the most important factor in the
design of a website?
9%
5%
10%
Easy to find what I want
Cutting edge interactive experience
Beautiful visual design
Other
76%
n=174 (Do not work in marketing or advertising)

93. 12 things you want your website to be
and do

94. 12 things you want your website to be
and do
1. Compete well and generate enquiries

95. 12 things you want your website to be
and do
1. Compete well and generate enquiries
2. Look good

96. 12 things you want your website to be
and do
1. Compete well and generate enquiries
2. Look good
3. Allow you to add, edit, delete pages and posts

97. 12 things you want your website to be
and do
1. Compete well and generate enquiries
2. Look good
3. Allow you to add, edit, delete pages and posts
4. Be multi-media ready

98. 12 things you want your website to be
and do

99. 12 things you want your website to be
and do
5. Have an analytics package attached

100. 12 things you want your website to be
and do
5. Have an analytics package attached
6. Be fully standards-compliant (mobile ready)

101. 12 things you want your website to be
and do
5. Have an analytics package attached
6. Be fully standards-compliant (mobile ready)
7. Not require “rebuilding”

102. 12 things you want your website to be
and do
5. Have an analytics package attached
6. Be fully standards-compliant (mobile ready)
7. Not require “rebuilding”
8. Allow multiple authors and location independent

103. 12 things you want your website to be
and do

104. 12 things you want your website to be
and do
9. Be blog and social media ready

105. 12 things you want your website to be
and do
9. Be blog and social media ready
10.Inexpensively support new functionality

106. 12 things you want your website to be
and do
9. Be blog and social media ready
10.Inexpensively support new functionality
11.Inexpensive and quick to build

107. 12 things you want your website to be
and do
9. Be blog and social media ready
10.Inexpensively support new functionality
11.Inexpensive and quick to build
12.SEO friendly at launch

108. 1.Your website has to sell the goals

109. 1.Your website has to sell the goals
• What’s the goal?

110. 1.Your website has to sell the goals
• What’s the goal?
• A phone call or

111. 1.Your website has to sell the goals
• What’s the goal?
• A phone call or
• a form submission

112. 1.Your website has to sell the goals
• What’s the goal?
• A phone call or
• a form submission
• contact me, blog subscription, info download, newsletter
subscription

113. 1.Your website has to sell the goals
• What’s the goal?
• A phone call or
• a form submission
• contact me, blog subscription, info download, newsletter
subscription
• Demo: London Vision Clinic

114. 2.Your website has to look good - and by
that we mean “simple”

115. 2.Your website has to look good - and by
that we mean “simple”
• Choose an off-the-shelf theme and customise it

116. 2.Your website has to look good - and by
that we mean “simple”
• Choose an off-the-shelf theme and customise it
• Usability is more important than design

117. 2.Your website has to look good - and by
that we mean “simple”
• Choose an off-the-shelf theme and customise it
• Usability is more important than design
• Stick to standards

118. 2.Your website has to look good - and by
that we mean “simple”
• Choose an off-the-shelf theme and customise it
• Usability is more important than design
• Stick to standards
• Keep it simple

119. 2.Your website has to look good - and by
that we mean “simple”
• Choose an off-the-shelf theme and customise it
• Usability is more important than design
• Stick to standards
• Keep it simple
• Demo: A or B - which performed better?

120. A

121. A

122. B

123. B

124. B performed significantly better than A

125. B performed significantly better than A
• +8.83% more visits

126. B performed significantly better than A
• +8.83% more visits
• +6.28% more absolute unique visitors

127. B performed significantly better than A
• +8.83% more visits
• +6.28% more absolute unique visitors
• +15.24% more Pageviews

128. B performed significantly better than A
• +8.83% more visits
• +6.28% more absolute unique visitors
• +15.24% more Pageviews
• +5.88% more Average Pageviews

129. B performed significantly better than A
• +8.83% more visits
• +6.28% more absolute unique visitors
• +15.24% more Pageviews
• +5.88% more Average Pageviews
• -5.45% lower Bounce Rate

130. B performed significantly better than A
• +8.83% more visits
• +6.28% more absolute unique visitors
• +15.24% more Pageviews
• +5.88% more Average Pageviews
• -5.45% lower Bounce Rate
• -2.32% lower new visits / +2.32% more repeat visitors

131. More
available
B performed significantly better than A online
• +8.83% more visits
• +6.28% more absolute unique visitors
• +15.24% more Pageviews
• +5.88% more Average Pageviews
• -5.45% lower Bounce Rate
• -2.32% lower new visits / +2.32% more repeat visitors

132. 3.Your website has to be easily updatable

133. 3.Your website has to be easily updatable
• Why?

134. 3.Your website has to be easily updatable
• Why?
• Fresh and compelling content is the most important thing

135. 3.Your website has to be easily updatable
• Why?
• Fresh and compelling content is the most important thing
• Updates have to be cheap, fast and easy (or you won’t do them)

136. 3.Your website has to be easily updatable
• Why?
• Fresh and compelling content is the most important thing
• Updates have to be cheap, fast and easy (or you won’t do them)
• Things change fast you want to be there first

137. 3.Your website has to be easily updatable
• Why?
• Fresh and compelling content is the most important thing
• Updates have to be cheap, fast and easy (or you won’t do them)
• Things change fast you want to be there first
• Easy updates make testing much easier and cheaper too

138. 3.Your website has to be easily updatable
• Why?
• Fresh and compelling content is the most important thing
• Updates have to be cheap, fast and easy (or you won’t do them)
• Things change fast you want to be there first
• Easy updates make testing much easier and cheaper too
• Demo: LiveseySolar Admin

139. Cost savings as a result of a CMS
* Based on producing 10 pages per month

140. Cost savings as a result of a CMS
Monthly Before Monthly After Monthly
Task Unit Cost
CMS* CMS Difference
Write a page 50 500 500 0
Design a page 85 850 0 850
SEO a page 85 850 0 850
Edit a page 42.50 425 0 425
Total 2625 500 2125
* Based on producing 10 pages per month

141. Cost savings as a result of a CMS
Monthly Before Monthly After Monthly
Task Unit Cost
CMS* CMS Difference
Write a page 50 500 500 0
Design a page 85 850 0 850
SEO a page 85 850 0 850
Edit a page 42.50 425 0 425
Total 2625 500 2125
* Based on producing 10 pages per month

142. Cost savings as a result of a CMS
Monthly Before Monthly After Monthly
Task Unit Cost
CMS* CMS Difference
Write a page 50 500 500 0
Design a page 85 850 0 850
SEO a page 85 850 0 850
Edit a page 42.50 425 0 425
Total 2625 500 2125
* Based on producing 10 pages per month

143. Cost savings as a result of a CMS
Monthly Before Monthly After Monthly
Task Unit Cost
CMS* CMS Difference
Write a page 50 500 500 0
Design a page 85 850 0 850
SEO a page 85 850 0 850
Edit a page 42.50 425 0 425
Total 2625 500 2125
* Based on producing 10 pages per month

144. Cost savings as a result of a CMS
Monthly Before Monthly After Monthly
Task Unit Cost
CMS* CMS Difference
Write a page 50 500 500 0
Design a page 85 850 0 850
SEO a page 85 850 0 850
Edit a page 42.50 425 0 425
Total 2625 500 2125
* Based on producing 10 pages per month

145. Cost savings as a result of a CMS
Monthly Before Monthly After Monthly
Task Unit Cost
CMS* CMS Difference
Write a page 50 500 500 0
Design a page 85 850 0 850
SEO a page 85 850 0 850
Edit a page 42.50 425 0 425
Total 2625 500 2125
* Based on producing 10 pages per month

146. More
available
Cost savings as a result of a CMS online
Monthly Before Monthly After Monthly
Task Unit Cost
CMS* CMS Difference
Write a page 50 500 500 0
Design a page 85 850 0 850
SEO a page 85 850 0 850
Edit a page 42.50 425 0 425
Total 2625 500 2125
* Based on producing 10 pages per month

147. 4.Your website should be multimedia
ready

148. 4.Your website should be multimedia
ready
• Today, reading text is not enough.Your visitors want

149. 4.Your website should be multimedia
ready
• Today, reading text is not enough.Your visitors want
• photos

150. 4.Your website should be multimedia
ready
• Today, reading text is not enough.Your visitors want
• photos
• illustrations

151. 4.Your website should be multimedia
ready
• Today, reading text is not enough.Your visitors want
• photos
• illustrations
• video

152. 4.Your website should be multimedia
ready
• Today, reading text is not enough.Your visitors want
• photos
• illustrations
• video
• audio

153. 4.Your website should be multimedia
ready
• Today, reading text is not enough.Your visitors want
• photos
• illustrations
• video
• audio
• animation

154. 4.Your website should be multimedia
ready
• Today, reading text is not enough.Your visitors want
• photos
• illustrations
• video
• audio
• animation
• Demo: WordPress Tutorial

155. 5.You have to be able to analyse your
website traffic

156. 5.You have to be able to analyse your
website traffic
• You cannot manage what you don’t measure

157. 5.You have to be able to analyse your
website traffic
• You cannot manage what you don’t measure
• It’s an early warning system for your business

158. 5.You have to be able to analyse your
website traffic
• You cannot manage what you don’t measure
• It’s an early warning system for your business
• Monitor your conversion rate to improve it

159. 5.You have to be able to analyse your
website traffic
• You cannot manage what you don’t measure
• It’s an early warning system for your business
• Monitor your conversion rate to improve it
• Demo: Google Analytics video

160. 6.Your website must be standards
compliant

161. 6.Your website must be standards
compliant
• How does your website look on different

162. 6.Your website must be standards
compliant
• How does your website look on different
• browsers and versions (IE, Firefox, Chrome, Safari)

163. 6.Your website must be standards
compliant
• How does your website look on different
• browsers and versions (IE, Firefox, Chrome, Safari)
• operating systems (PC, Mac)

164. 6.Your website must be standards
compliant
• How does your website look on different
• browsers and versions (IE, Firefox, Chrome, Safari)
• operating systems (PC, Mac)
• screen resolutions

165. 6.Your website must be standards
compliant
• How does your website look on different
• browsers and versions (IE, Firefox, Chrome, Safari)
• operating systems (PC, Mac)
• screen resolutions
• devices (iPhone, iPads, Blackberry, Android)

166. 7.You’re website should not require
rebuilding when adding content

167. 7.You’re website should not require
rebuilding when adding content
• Content and design templates should be separate

168. 7.You’re website should not require
rebuilding when adding content
• Content and design templates should be separate
• Both can be stored in a database

169. 7.You’re website should not require
rebuilding when adding content
• Content and design templates should be separate
• Both can be stored in a database
• Themes should be highly customisable in look and function

170. 8.Your website should allow web-based
authoring

171. 8.Your website should allow web-based
authoring
• Web-based authoring

172. 8.Your website should allow web-based
authoring
• Web-based authoring
• enables more than one author - sharing content development load

173. 8.Your website should allow web-based
authoring
• Web-based authoring
• enables more than one author - sharing content development load
• enables you to outsource your content development easily

174. 8.Your website should allow web-based
authoring
• Web-based authoring
• enables more than one author - sharing content development load
• enables you to outsource your content development easily
• enables updating from any location

175. 8.Your website should allow web-based
authoring
• Web-based authoring
• enables more than one author - sharing content development load
• enables you to outsource your content development easily
• enables updating from any location
• enables updating at any time

176. 9. Be blog and social media ready

177. 9. Be blog and social media ready
• Why have a blog?

178. 9. Be blog and social media ready
• Why have a blog?
• It’s the easiest way to publish and store new updates

179. 9. Be blog and social media ready
• Why have a blog?
• It’s the easiest way to publish and store new updates
• It enables interaction with your visitors

180. 9. Be blog and social media ready
• Why have a blog?
• It’s the easiest way to publish and store new updates
• It enables interaction with your visitors
• Why social media?

181. 9. Be blog and social media ready
• Why have a blog?
• It’s the easiest way to publish and store new updates
• It enables interaction with your visitors
• Why social media?
• it’s the easiest way to share your content across the web

182. 9. Be blog and social media ready
• Why have a blog?
• It’s the easiest way to publish and store new updates
• It enables interaction with your visitors
• Why social media?
• it’s the easiest way to share your content across the web
• it enables your visitors to share your content with friends

183. 9. Be blog and social media ready
• Why have a blog?
• It’s the easiest way to publish and store new updates
• It enables interaction with your visitors
• Why social media?
• it’s the easiest way to share your content across the web
• it enables your visitors to share your content with friends
• Both drive more visitors and more conversions

184. 10.Your website should support
inexpensive functional add-ons

185. 10.Your website should support
inexpensive functional add-ons
• An open-source system

186. 10.Your website should support
inexpensive functional add-ons
• An open-source system
• allows you to save money and time by adding free functionality

187. 10.Your website should support
inexpensive functional add-ons
• An open-source system
• allows you to save money and time by adding free functionality
• sharing, polls, navigation, plug-ins, widgets

188. 10.Your website should support
inexpensive functional add-ons
• An open-source system
• allows you to save money and time by adding free functionality
• sharing, polls, navigation, plug-ins, widgets
• keeps your functionality up to date because thousands of others are
doing it for you

189. 11.Your website should be cheap, fast
and easy to build

190. 11.Your website should be cheap, fast
and easy to build
• Spend less money on design

191. 11.Your website should be cheap, fast
and easy to build
• Spend less money on design
• Spend more money on web marketing

192. 11.Your website should be cheap, fast
and easy to build
• Spend less money on design
• Spend more money on web marketing
• Get updates to market faster

193. 11.Your website should be cheap, fast
and easy to build
• Spend less money on design
• Spend more money on web marketing
• Get updates to market faster
• Reduce maintenance costs

194. 12.Your website should be SEO friendly
from launch

195. 12.Your website should be SEO friendly
from launch
• SEO isn’t hard - it just takes time

196. 12.Your website should be SEO friendly
from launch
• SEO isn’t hard - it just takes time
• Most of SEO is hatched at site design stage

197. 12.Your website should be SEO friendly
from launch
• SEO isn’t hard - it just takes time
• Most of SEO is hatched at site design stage
• Designers create obstacles to search engines all the time

198. 12.Your website should be SEO friendly
from launch
• SEO isn’t hard - it just takes time
• Most of SEO is hatched at site design stage
• Designers create obstacles to search engines all the time
• It’s all about letting the search engines find you easier

199. 12.Your website should be SEO friendly
from launch
• SEO isn’t hard - it just takes time
• Most of SEO is hatched at site design stage
• Designers create obstacles to search engines all the time
• It’s all about letting the search engines find you easier
• Then you can do it yourself

200. The website audit

201. The website audit
• Get your website audited for

202. The website audit
• Get your website audited for
• Conversion

203. The website audit
• Get your website audited for
• Conversion
• SEO

204. The website audit
• Get your website audited for
• Conversion
• SEO
• Design

205. The website audit
• Get your website audited for
• Conversion
• SEO
• Design
• Usability

206. The website audit
You have requested a free
• Get your website audited for
website audit, right? No?
• Conversion Well, go here at the break:
• SEO www.liveseysolar.com/
• Design escrs2011
• Usability

207. Breakout: Healthcare websites that sell

208. Breakout: Healthcare websites that sell
• Handout and Exercise Instructions

209. Breakout: Healthcare websites that sell
• Handout and Exercise Instructions
• Get into partners

210. Breakout: Healthcare websites that sell
• Handout and Exercise Instructions
• Get into partners
• Consider what do your customers want

211. Breakout: Healthcare websites that sell
• Handout and Exercise Instructions
• Get into partners
• Consider what do your customers want
• Consider how can you make this EASIER to find?

212. Internet
marketing

213. 80% of internet
marketing is B.S.
It’s easier than you think.
Just start and you’ll figure
it out.

214. Internet marketing
What you need to know

215. Internet marketing
What you need to know
Tactic Attract visitors Nurture leads Get referrals
Search engine
Yes No No
optimisation (SEO)
Paid search
Yes No No
advertising (PPC)
Social media Yes Yes Yes
Email marketing No Yes Yes

216. Internet marketing
What you need to know
Tactic Attract visitors Nurture leads Get referrals
Search engine
Yes No No
optimisation (SEO)
Paid search
Yes No No
advertising (PPC)
Social media Yes Yes Yes
Email marketing No Yes Yes

217. Internet marketing
What you need to know
Tactic Attract visitors Nurture leads Get referrals
Search engine
Yes No No
optimisation (SEO)
Paid search
Yes No No
advertising (PPC)
Social media Yes Yes Yes
Email marketing No Yes Yes

218. Internet marketing
What you need to know
Tactic Attract visitors Nurture leads Get referrals
Search engine
Yes No No
optimisation (SEO)
Paid search
Yes No No
advertising (PPC)
Social media Yes Yes Yes
Email marketing No Yes Yes

219. Internet marketing
What you need to know
Tactic Attract visitors Nurture leads Get referrals
Search engine
Yes No No
optimisation (SEO)
Paid search
Yes No No
advertising (PPC)
Social media Yes Yes Yes
Email marketing No Yes Yes

220. Putting it all together

221. Putting it all together

222. Putting it all together
No, you don’t have to
read this tiny print.
This is a handout!!!

223. Putting it all together

224. The most important aspect of
internet marketing is
content development.

225. Develop the following types of content:

226. Develop the following types of content:
• Text (300 word chunks; both static and timely)

227. Develop the following types of content:
• Text (300 word chunks; both static and timely)
• Video (1-3 minutes in length; interesting)

228. Develop the following types of content:
• Text (300 word chunks; both static and timely)
• Video (1-3 minutes in length; interesting)
• Presentations (short and useful)

229. Develop the following types of content:
• Text (300 word chunks; both static and timely)
• Video (1-3 minutes in length; interesting)
• Presentations (short and useful)
• Photos (excellent quality; interesting)

230. Develop the following types of content:
• Text (300 word chunks; both static and timely)
• Video (1-3 minutes in length; interesting)
• Presentations (short and useful)
• Photos (excellent quality; interesting)
• Documents (valuable, information-heavy)

231. Develop the following types of content:
• Text (300 word chunks; both static and timely)
• Video (1-3 minutes in length; interesting)
• Presentations (short and useful)
• Photos (excellent quality; interesting)
• Documents (valuable, information-heavy)
• Audio (up to 20 mins; excellent quality; interesting)

232. Publish and share the content

233. Publish and share the content
Email Email
Type Publish to SEO? Twitter Facebook LinkedIn
newsletter follow up
Text articles Blog / Site Yes Yes Yes Yes Yes Yes
YouTube / Blog / Tag / describe /
Video Yes Yes Yes Yes Yes
Site transcribe
Slideshare / Tag / describe /
Presentations Yes Yes Yes Yes Yes
Scribd / Blog transcribe
Flickr / Picasa /
Photos Tag / describe Yes Yes Yes Yes Yes
Blog / Site
Tag / describe /
Documents Issuu / Blog Yes Yes Yes Yes Yes
transcribe
Soundcloud / Tag / describe /
Audio Yes Yes Yes Yes Yes
Blog transcribe

234. Publish and share the content
Email Email
Type Publish to SEO? Twitter Facebook LinkedIn
newsletter follow up
Text articles Blog / Site Yes Yes Yes Yes Yes Yes
YouTube / Blog / Tag / describe /
Video Yes Yes Yes Yes Yes
Site transcribe
Slideshare / Tag / describe /
Presentations Yes Yes Yes Yes Yes
Scribd / Blog transcribe
Flickr / Picasa /
Photos Tag / describe Yes Yes Yes Yes Yes
Blog / Site
Tag / describe /
Documents Issuu / Blog Yes Yes Yes Yes Yes
transcribe
Soundcloud / Tag / describe /
Audio Yes Yes Yes Yes Yes
Blog transcribe

235. Publish and share the content
Email Email
Type Publish to SEO? Twitter Facebook LinkedIn
newsletter follow up
Text articles Blog / Site Yes Yes Yes Yes Yes Yes
YouTube / Blog / Tag / describe /
Video Yes Yes Yes Yes Yes
Site transcribe
Slideshare / Tag / describe /
Presentations Yes Yes Yes Yes Yes
Scribd / Blog transcribe
Flickr / Picasa /
Photos Tag / describe Yes Yes Yes Yes Yes
Blog / Site
Tag / describe /
Documents Issuu / Blog Yes Yes Yes Yes Yes
transcribe
Soundcloud / Tag / describe /
Audio Yes Yes Yes Yes Yes
Blog transcribe

236. Publish and share the content
Email Email
Type Publish to SEO? Twitter Facebook LinkedIn
newsletter follow up
Text articles Blog / Site Yes Yes Yes Yes Yes Yes
YouTube / Blog / Tag / describe /
Video Yes Yes Yes Yes Yes
Site transcribe
Slideshare / Tag / describe /
Presentations Yes Yes Yes Yes Yes
Scribd / Blog transcribe
Flickr / Picasa /
Photos Tag / describe Yes Yes Yes Yes Yes
Blog / Site
Tag / describe /
Documents Issuu / Blog Yes Yes Yes Yes Yes
transcribe
Soundcloud / Tag / describe /
Audio Yes Yes Yes Yes Yes
Blog transcribe

237. Publish and share the content
Email Email
Type Publish to SEO? Twitter Facebook LinkedIn
newsletter follow up
Text articles Blog / Site Yes Yes Yes Yes Yes Yes
YouTube / Blog / Tag / describe /
Video Yes Yes Yes Yes Yes
Site transcribe
Slideshare / Tag / describe /
Presentations Yes Yes Yes Yes Yes
Scribd / Blog transcribe
Flickr / Picasa /
Photos Tag / describe Yes Yes Yes Yes Yes
Blog / Site
Tag / describe /
Documents Issuu / Blog Yes Yes Yes Yes Yes
transcribe
Soundcloud / Tag / describe /
Audio Yes Yes Yes Yes Yes
Blog transcribe

238. Publish and share the content
Email Email
Type Publish to SEO? Twitter Facebook LinkedIn
newsletter follow up
Text articles Blog / Site Yes Yes Yes Yes Yes Yes
YouTube / Blog / Tag / describe /
Video Yes Yes Yes Yes Yes
Site transcribe
Slideshare / Tag / describe /
Presentations Yes Yes Yes Yes Yes
Scribd / Blog transcribe
Flickr / Picasa /
Photos Tag / describe Yes Yes Yes Yes Yes
Blog / Site
Tag / describe /
Documents Issuu / Blog Yes Yes Yes Yes Yes
transcribe
Soundcloud / Tag / describe /
Audio Yes Yes Yes Yes Yes
Blog transcribe

239. Publish and share the content
Email Email
Type Publish to SEO? Twitter Facebook LinkedIn
newsletter follow up
Text articles Blog / Site Yes Yes Yes Yes Yes Yes
YouTube / Blog / Tag / describe /
Video Yes Yes Yes Yes Yes
Site transcribe
Slideshare / Tag / describe /
Presentations Yes Yes Yes Yes Yes
Scribd / Blog transcribe
Flickr / Picasa /
Photos Tag / describe Yes Yes Yes Yes Yes
Blog / Site
Tag / describe /
Documents Issuu / Blog Yes Yes Yes Yes Yes
transcribe
Soundcloud / Tag / describe /
Audio Yes Yes Yes Yes Yes
Blog transcribe

240. SEO: what you need to know

241. SEO: what you need to know
• You must understand your customer

242. SEO: what you need to know
• You must understand your customer
• Usually the biggest driver of consistent online traffic

243. SEO: what you need to know
• You must understand your customer
• Usually the biggest driver of consistent online traffic
• Long-term effort and results; it’s not free

244. SEO: what you need to know
• You must understand your customer
• Usually the biggest driver of consistent online traffic
• Long-term effort and results; it’s not free
• Quality content comes first; SEO comes second

245. SEO: what you need to know
• You must understand your customer
• Usually the biggest driver of consistent online traffic
• Long-term effort and results; it’s not free
• Quality content comes first; SEO comes second
• Type of content matters

246. SEO: what you need to know
• You must understand your customer
• Usually the biggest driver of consistent online traffic
• Long-term effort and results; it’s not free
• Quality content comes first; SEO comes second
• Type of content matters
• You can do it yourself, but choosing focused keywords are difficult

247. SEO: what you need to know
• You must understand your customer
• Usually the biggest driver of consistent online traffic
• Long-term effort and results; it’s not free
• Quality content comes first; SEO comes second
• Type of content matters
• You can do it yourself, but choosing focused keywords are difficult
• Must be measured (as “organic” or “non-paid” search traffic)

248. More
available
SEO: what you need to know online
• You must understand your customer
• Usually the biggest driver of consistent online traffic
• Long-term effort and results; it’s not free
• Quality content comes first; SEO comes second
• Type of content matters
• You can do it yourself, but choosing focused keywords are difficult
• Must be measured (as “organic” or “non-paid” search traffic)

249. Paid search: what you need to know

250. Paid search: what you need to know
• Immediate results

251. Paid search: what you need to know
• Immediate results
• Costs more and more all the time; reduce dependency

252. Paid search: what you need to know
• Immediate results
• Costs more and more all the time; reduce dependency
• Highly targeted; send clicks to landing pages

253. Paid search: what you need to know
• Immediate results
• Costs more and more all the time; reduce dependency
• Highly targeted; send clicks to landing pages
• Test SEO strategy, balance seasonality, monetise timely PR, and
supplement volume needs

254. Paid search: what you need to know
• Immediate results
• Costs more and more all the time; reduce dependency
• Highly targeted; send clicks to landing pages
• Test SEO strategy, balance seasonality, monetise timely PR, and
supplement volume needs
• Needs to be constantly tested (high maintenance)

255. Paid search: what you need to know
• Immediate results
• Costs more and more all the time; reduce dependency
• Highly targeted; send clicks to landing pages
• Test SEO strategy, balance seasonality, monetise timely PR, and
supplement volume needs
• Needs to be constantly tested (high maintenance)
• Must be measured (as “paid” search traffic)

256. Paid search: what you need to know
• Immediate results
• Costs more and more all the time; reduce dependency
• Highly targeted; send clicks to landing pages
• Test SEO strategy, balance seasonality, monetise timely PR, and
supplement volume needs
• Needs to be constantly tested (high maintenance)
• Must be measured (as “paid” search traffic)
• Short head and long tails

257. More
available
Paid search: what you need to know online
• Immediate results
• Costs more and more all the time; reduce dependency
• Highly targeted; send clicks to landing pages
• Test SEO strategy, balance seasonality, monetise timely PR, and
supplement volume needs
• Needs to be constantly tested (high maintenance)
• Must be measured (as “paid” search traffic)
• Short head and long tails

258. Social media: what you need to know

259. Social media: what you need to know
• Social media is difficult without content

260. Social media: what you need to know
• Social media is difficult without content
• Use storage social media (YouTube, Flickr, Issuu, Slideshare)

261. Social media: what you need to know
• Social media is difficult without content
• Use storage social media (YouTube, Flickr, Issuu, Slideshare)
• Use sharing social media (Facebook, Twitter, LinkedIn)

262. Social media: what you need to know
• Social media is difficult without content
• Use storage social media (YouTube, Flickr, Issuu, Slideshare)
• Use sharing social media (Facebook, Twitter, LinkedIn)
• Publish quality content

263. Social media: what you need to know
• Social media is difficult without content
• Use storage social media (YouTube, Flickr, Issuu, Slideshare)
• Use sharing social media (Facebook, Twitter, LinkedIn)
• Publish quality content
• Publish on a schedule

264. Social media: what you need to know
• Social media is difficult without content
• Use storage social media (YouTube, Flickr, Issuu, Slideshare)
• Use sharing social media (Facebook, Twitter, LinkedIn)
• Publish quality content
• Publish on a schedule
• Interact, don’t just push your services

265. Social media: what you need to know
• Social media is difficult without content
• Use storage social media (YouTube, Flickr, Issuu, Slideshare)
• Use sharing social media (Facebook, Twitter, LinkedIn)
• Publish quality content
• Publish on a schedule
• Interact, don’t just push your services
• Must be measured (as “referral” traffic)

266. More
available
Social media: what you need to know online
• Social media is difficult without content
• Use storage social media (YouTube, Flickr, Issuu, Slideshare)
• Use sharing social media (Facebook, Twitter, LinkedIn)
• Publish quality content
• Publish on a schedule
• Interact, don’t just push your services
• Must be measured (as “referral” traffic)

267. Email marketing: what you need to know

268. Email marketing: what you need to know
• Must be permission-based

269. Email marketing: what you need to know
• Must be permission-based
• Must be segmented to the audience

270. Email marketing: what you need to know
• Must be permission-based
• Must be segmented to the audience
• Can be automated

271. Email marketing: what you need to know
• Must be permission-based
• Must be segmented to the audience
• Can be automated
• Useful for enquiries and customers

272. Email marketing: what you need to know
• Must be permission-based
• Must be segmented to the audience
• Can be automated
• Useful for enquiries and customers
• You can really screw it up

273. Email marketing: what you need to know
• Must be permission-based
• Must be segmented to the audience
• Can be automated
• Useful for enquiries and customers
• You can really screw it up
• Works very well when you’re doing it consistently

274. More
available
Email marketing: what you need to know online
• Must be permission-based
• Must be segmented to the audience
• Can be automated
• Useful for enquiries and customers
• You can really screw it up
• Works very well when you’re doing it consistently

275. Always be testing

276. Always be testing
• What would increasing your website conversion from 1% to 2% do
for your business?

277. Always be testing
• What would increasing your website conversion from 1% to 2% do
for your business?
• You can test everything

278. Always be testing
• What would increasing your website conversion from 1% to 2% do
for your business?
• You can test everything
• Homepage, Contact Us page, Landing pages, calls to action,
headlines, header images, alignment, background colours, videos and
images, common page elements in sidebars, navigation labels and
organisation, buttons, offers...

279. Website testing process (repeat)

280. Website testing process (repeat)
1. Create a hypothesis

281. Website testing process (repeat)
1. Create a hypothesis
2. Choose elements to test (A/B or multivariate)

282. Website testing process (repeat)
1. Create a hypothesis
2. Choose elements to test (A/B or multivariate)
3. Choose the goal

283. Website testing process (repeat)
1. Create a hypothesis
2. Choose elements to test (A/B or multivariate)
3. Choose the goal
4. Design the variations

284. Website testing process (repeat)
1. Create a hypothesis
2. Choose elements to test (A/B or multivariate)
3. Choose the goal
4. Design the variations
5. Set up the test

285. Website testing process (repeat)
1. Create a hypothesis
2. Choose elements to test (A/B or multivariate)
3. Choose the goal
4. Design the variations
5. Set up the test
6. Run the test

286. Website testing process (repeat)
1. Create a hypothesis
2. Choose elements to test (A/B or multivariate)
3. Choose the goal
4. Design the variations
5. Set up the test
6. Run the test
7. Decide the winner

287. More
available
Website testing process (repeat) online
1. Create a hypothesis
2. Choose elements to test (A/B or multivariate)
3. Choose the goal
4. Design the variations
5. Set up the test
6. Run the test
7. Decide the winner

288. Example for Contact Us Page

289. Example for Contact Us Page

290. Using analytics to evaluate marketing

291. Using analytics to evaluate marketing
• Does this particular investment pay?

292. Using analytics to evaluate marketing
• Does this particular investment pay?
• You can use the internet to monitor ROI on nearly everything

293. More
available
Using analytics to evaluate marketing online
• Does this particular investment pay?
• You can use the internet to monitor ROI on nearly everything

294. The big picture:
The content
development process

295. Putting it all together

296. Putting it all together

297. Putting it all together
No, you don’t have to
read this tiny print.
This is a handout!!!

298. Putting it all together

299. Meet the
experts

300. Conversion
optimisation

301. Understanding conversion optimisation

302. Understanding conversion optimisation
• There are 4 hurdles to growth

303. Understanding conversion optimisation
• There are 4 hurdles to growth
• There are 6 ways to grow your business

304. Understanding conversion optimisation
• There are 4 hurdles to growth
• There are 6 ways to grow your business
• 4 of them involve selling (overcoming the hurdles)

305. Understanding conversion optimisation
• There are 4 hurdles to growth
• There are 6 ways to grow your business
• 4 of them involve selling (overcoming the hurdles)
• 2 of them involve are the very basics of business (maximising the
multiplyers)

306. Understanding conversion optimisation
• There are 4 hurdles to growth
• There are 6 ways to grow your business
• 4 of them involve selling (overcoming the hurdles)
• 2 of them involve are the very basics of business (maximising the
multiplyers)
• What I know for sure...

307. This is a business.
Stop making excuses and
start selling.
If you don’t want to do
that, shut down your
practice and join a public
hospital.

308. The 4 hurdles

309. The 4 hurdles
1. “We don’t have as many enquiries as we’d like”

310. The 4 hurdles
1. “We don’t have as many enquiries as we’d like”
2. “We don’t have as many appointments as we’d like”

311. The 4 hurdles
1. “We don’t have as many enquiries as we’d like”
2. “We don’t have as many appointments as we’d like”
3. “We don’t have as many patients /clients as we’d like”

312. The 4 hurdles
1. “We don’t have as many enquiries as we’d like”
2. “We don’t have as many appointments as we’d like”
3. “We don’t have as many patients /clients as we’d like”
4. “We don’t have as many patient / client referrals as we’d like”

313. More
available
The 4 hurdles online
1. “We don’t have as many enquiries as we’d like”
2. “We don’t have as many appointments as we’d like”
3. “We don’t have as many patients /clients as we’d like”
4. “We don’t have as many patient / client referrals as we’d like”

314. 6
How do I get from
HERE to THERE?

315. IS... Ought

316. What IS the problem?
What needs to be
DONE?

317. The
problem is...
Y ou.

318. Too often, we’re solving the
problem that ISN’T, instead of
solving the problem that IS.

319. Why you don’t have enough enquiries

320. Why you don’t have enough enquiries
• You are failing to

321. Why you don’t have enough enquiries
• You are failing to
• offer your target market the unique value proposition it wants

322. Why you don’t have enough enquiries
• You are failing to
• offer your target market the unique value proposition it wants
• be found online

323. Why you don’t have enough enquiries
• You are failing to
• offer your target market the unique value proposition it wants
• be found online
• convert website visitors into enquiries

324. Why you don’t have enough enquiries
• You are failing to
• offer your target market the unique value proposition it wants
• be found online
• convert website visitors into enquiries
• provide informative alternatives to nurture less committed
enquiries

325. Why you don’t have enough enquiries
• You are failing to
• offer your target market the unique value proposition it wants
• be found online
• convert website visitors into enquiries
• provide informative alternatives to nurture less committed
enquiries
• open new healthcare marketing channels to get more referrals

326. More
available
Why you don’t have enough enquiries online
• You are failing to
• offer your target market the unique value proposition it wants
• be found online
• convert website visitors into enquiries
• provide informative alternatives to nurture less committed
enquiries
• open new healthcare marketing channels to get more referrals

327. Why you don’t have enough
appointments

328. Why you don’t have enough
appointments
• You are failing to

329. Why you don’t have enough
appointments
• You are failing to
• generate enough enquiries

330. Why you don’t have enough
appointments
• You are failing to
• generate enough enquiries
• keep accurate and comprehensive records

331. Why you don’t have enough
appointments
• You are failing to
• generate enough enquiries
• keep accurate and comprehensive records
• convert enquiries on the telephone

332. Why you don’t have enough
appointments
• You are failing to
• generate enough enquiries
• keep accurate and comprehensive records
• convert enquiries on the telephone
• follow-up

333. More
Why you don’t have enough available
online
appointments
• You are failing to
• generate enough enquiries
• keep accurate and comprehensive records
• convert enquiries on the telephone
• follow-up

334. Why you don’t have enough patients

335. Why you don’t have enough patients
• You are failing to

336. Why you don’t have enough patients
• You are failing to
• generate enough enquiries and appointments

337. Why you don’t have enough patients
• You are failing to
• generate enough enquiries and appointments
• convert appointments into patients / clients

338. Why you don’t have enough patients
• You are failing to
• generate enough enquiries and appointments
• convert appointments into patients / clients
• treat your patients / clients as they want to be treated

339. More
available
Why you don’t have enough patients online
• You are failing to
• generate enough enquiries and appointments
• convert appointments into patients / clients
• treat your patients / clients as they want to be treated

340. Why you don’t get enough referrals

341. Why you don’t get enough referrals
• You are failing to

342. Why you don’t get enough referrals
• You are failing to
• be remarkable in your customer service

343. Why you don’t get enough referrals
• You are failing to
• be remarkable in your customer service
• remind your patients / clients that you exist, well after you’ve
served them

344. Why you don’t get enough referrals
• You are failing to
• be remarkable in your customer service
• remind your patients / clients that you exist, well after you’ve
served them
• ask for referrals from patients who want you to succeed

345. More
available
Why you don’t get enough referrals online
• You are failing to
• be remarkable in your customer service
• remind your patients / clients that you exist, well after you’ve
served them
• ask for referrals from patients who want you to succeed

346. Are you feeling depressed yet?

347. Are you feeling depressed yet?
• Repeat after me...

348. I am the
problem.

349. But I can
change.

350. Success begins at the end of
your comfort zone.

351. Here’s how to change...

352. Here’s how to change...
• Understand that in order to change the output, you’ll need to change
the input

353. Here’s how to change...
• Understand that in order to change the output, you’ll need to change
the input
• Take massive action (baby steps are for babies)

354. Here’s how to change...
• Understand that in order to change the output, you’ll need to change
the input
• Take massive action (baby steps are for babies)
• Get good models and teachers

355. Here’s how to change...
• Understand that in order to change the output, you’ll need to change
the input
• Take massive action (baby steps are for babies)
• Get good models and teachers
• Plan a program and follow it

356. Here’s how to change...
• Understand that in order to change the output, you’ll need to change
the input
• Take massive action (baby steps are for babies)
• Get good models and teachers
• Plan a program and follow it
• More doing, less talking

357. Identifying the 6Ways

358. Identifying the 6Ways
1. How many enquires? (per month)

359. Identifying the 6Ways
1. How many enquires? (per month)
2. How many convert to appointments? (Percent)

360. Identifying the 6Ways
1. How many enquires? (per month)
2. How many convert to appointments? (Percent)
3. How many convert to consultations? (Percent)

361. Identifying the 6Ways
1. How many enquires? (per month)
2. How many convert to appointments? (Percent)
3. How many convert to consultations? (Percent)
4. How many things do they buy?

362. Identifying the 6Ways
1. How many enquires? (per month)
2. How many convert to appointments? (Percent)
3. How many convert to consultations? (Percent)
4. How many things do they buy?
5. What price do they pay?

363. Identifying the 6Ways
1. How many enquires? (per month)
2. How many convert to appointments? (Percent)
3. How many convert to consultations? (Percent)
4. How many things do they buy?
5. What price do they pay?
6. What does it cost you to sell it? (Percent)

364. Identifying the 6Ways
1. How many enquires? (per month)
2. How many convert to appointments? (Percent)
3. How many convert to consultations? (Percent)
4. How many things do they buy?
5. What price do they pay?
6. What does it cost you to sell it? (Percent)
• Learn more about how to calculate these numbers here

365. Identifying the 6Ways
1. How many enquires? (per month)

366. Identifying the 6Ways
1. How many enquires? (per month)
2. How many convert to appointments? (Percent)

367. Identifying the 6Ways
1. How many enquires? (per month)
2. How many convert to appointments? (Percent)
3. How many convert to consultations? (Percent)

368. Identifying the 6Ways
1. How many enquires? (per month)
2. How many convert to appointments? (Percent)
3. How many convert to consultations? (Percent)
4. How many things do they buy?

369. Identifying the 6Ways
1. How many enquires? (per month)
2. How many convert to appointments? (Percent)
3. How many convert to consultations? (Percent)
4. How many things do they buy?
5. What price do they pay?

370. Identifying the 6Ways
1. How many enquires? (per month)
2. How many convert to appointments? (Percent)
3. How many convert to consultations? (Percent)
4. How many things do they buy?
5. What price do they pay?
6. What does it cost you to sell it? (Percent)

371. Identifying the 6Ways
1. How many enquires? (per month)
2. How many convert to appointments? (Percent)
3. How many convert to consultations? (Percent)
4. How many things do they buy?
5. What price do they pay?
6. What does it cost you to sell it? (Percent)
• Learn more about how to calculate these numbers here