Graff: Foot, Ankle & Wound Care
More Experienced Partner for More Locations
This North Texas Podiatry practice had already built a great reputation, but was now operating in three different locations and needed a more experienced medical marketing partner to help them understand key questions:
Which marketing efforts are working?
Where are leads really coming from?
Where should I reinvest revenues to grow?
Most top-of-mind for Graff: Foot, Ankle and Wound Care was how to get more out of SEO – the previous agency had driven more traffic but it wasn’t resulting in more patients.
Not All SEO Traffic is Created Equal
Our first step was to conduct an SEO audit of the site to understand challenges and opportunities. We discovered that the reason SEO efforts weren’t resulting in new patients was that much of the traffic from SEO was from geographic areas outside of North Texas. This was our most important strategy – to drive more local searches that would result in office visits. In addition, we discovered a number of technical and user experience issues with the site.
We began by updating the navigation and added several new conversion pathways, including book an appointment and request a callback. Technical errors impacting SEO were also addressed, including missing meta descriptions, duplicate content, broken links and more. Local content was updated to better address local SEO, such as updating location pages for all three practice locations.
In addition, we set up goal tracking for the site, including call tracking, to provide more insight into exactly which marketing efforts were generating leads.
We know that paid advertising has a faster return on investment than organic search, so we began running Google Ads on a very small budget to test which service lines would result in new patient leads.
In order to drive more new patient leads, we also worked on improvements to the website to increase conversions from our paid ads. We ended up increasing our conversion rate from 4% to more than 12% in a handful of months.