How to make sure Australians choose you online?

This article focuses on executing a simply marketing process which is extremely important for all health and beauty professionals.

Google search --> Mobile optimised website --> Booking tool

Here's the summary:

First step - Win the search battle

More people search for a service based on location than based on price. They may not decide to book based on location alone but it is the most commonly searched differentiator. 

Ensure your Google My Business Profile is filled out to perfection. Be location specific and include surrounding suburbs in your organic SEO strategy. With paid Google Adwords, showing up for "near me" searches is important. As is, making sure it is easy for people searching on mobile to find your office by bidding on location-specific keywords and using location extensions.

If budget permits and competition is low, create a comprehensive treatment-specific keywords list. Also consider keywords that reference specific preferences, such as "open weekends," "online appointments," and "comfortable waiting room."


Step Two - Win the website battle
As discussed in our previous post, on average a consumer will visit two websites before deciding to book an appointment.

Defeating your opponent rest on convincing the consumer that you are better in only two areas:

1. You are more trustworthy
2. You are better at solving their current problem

The keys to convincing the consumer you are more trustworthy include:

• Make a positive first impression: Your website is a consumers virtual window into your workspace, so make it inviting. Upload clear, high-quality photos of your space. If you don't have beautifully designed, modern workspace, consider finding new rooms to rent and improve your customers experience. 
• Write detailed descriptions about what treatments are like with benefits clearly communicated. Some treatments are perceived as scary so reassurance about what they can expect will reduce one of the key barriers to booking.
• Include a page with detailed practitioner bios, qualifications, and photos to help people see how your practice aligns with their personal needs. I can't stress how important it is to spend money on getting a professional headshot done.
• Include reviews on your website and make sure you make it easy for consumers to leave Google reviews as this will also impact your search ranking: Allowing patients to post reviews on your online business listing is a great way to foster trust. If you are regulated by AHPRA, ensure you comply with your legal obligations with regards to advertising.
• Make sure the price is right: Highlight private health insurance coverage and costs for specific treatments to give patients the assurance they need to confidently book an appointment.

The keys to convincing the consumer you are better at solving the consumers current problems including:

• Focus on specific areas that you excel and have experience. Patients will always choose practitioners who appear to focus on an area that aligns with the problem they are trying to solve.
• Tell they story about how you got to this point in your career. Highlight education that you've done or experiences in life that you've has that have lead you to being the best in your niche area. Convey passion too!
• Be clear about available treatments and the services you offer.

Step Three - Win the booking process

Now a word of warning!

Don't go through all this effort to simply fall down at the last hurdle.
Make sure the booking process is as seamless as possible and can cater for as many use cases as possible.

• Mobile-optimise your website: We have reached the tipping point now whereby more people now book a health service from a mobile than a desktop. 
• Start the conversation: Make sure Click-to-call buttons and click-to-message ads are enabled for mobile users.
• Streamline the online booking process: An online booking system is a must. Make sure you can see which practitioners are available on specific days and at specific times. 
• Always include up-to-date business hours, a phone number (preferably an 8 digit number rather than a mobile), and a street address with corresponding map.

Wellshare Digital is launching soon. For help refining your online marketing strategy please get in contact.