2020 was a difficult year, but now we can look forward to turning the page and starting afresh. This makes it a perfect time to run an audit of your hearing practice website.
It’s time for a website audit
Auditing your website is a lot like taking your car for a routine tune-up. Your website isn’t a ‘set it and forget it’ entity, but it keeps evolving. This makes it tricky for business owners to keep track of the changes and make the right adjustments.
A website audit checklist makes a big difference in ensuring your digital marketing strategy works well. This makes it easier for your website to attract motivated potential hearing aid patients. Here are some of the areas to pay attention to.
Refresh your website
First impressions always matter, and for website design, this is particularly true. It doesn’t necessarily mean that a full redesign is required, but you can tweak and edit small parts of your pages to make them more attractive.
For example, you could create a new brand logo, change the navigation on your website to make it more user-friendly, or even switch your color schemes and font for a more eye-catching look. A slight shift in your style will refresh your brand and draw more clients into it. A new year is a perfect time to change your look for the year ahead.
- Delete broken links: Broken links do not factor directly into Google’s search engine algorithm’s ranking variables, but they do lead to a sub-par user experience. And when it comes to both the bounce rate and your rankings, it can affect you. You should find and remove all broken internal links as well as broken external links.
- Make sure you have SSL: Cybersecurity should be a concern for any business. If your hearing practice suffers a breach, it could lead to significant damages for you or your potential customers. Protection is therefore essential, and SSL is the simplest way to do so.
Start a search ad campaign
Paid search advertising can be daunting for newcomers. But it doesn’t have to be unnecessarily difficult or costly to promote your site and draw viewers through ads. Why not give PPC ads a try this year?
This is how PPC, or pay-per-click, works: Both organic results (the pages that come up because they are essentially based on their keywords, SEO strategy, new content, and responsive design) and paid search results are shown in a search engine query. You may have seen a “Ad” or “Sponsored” mark describing this form of advertising.
Paid search means paying to have your website appear in the paid areas of search engine results, as the name implies. In search results, both organic and paid searches appear, just in different areas.
PPC allows you to make your website appear in a prominent position on the webpage, but only when someone clicks on your ad will you pay for it. This makes PPC a wallet-friendly and low-risk way to get your brand out there.
Respond to your reviews
Online reviews are vital to your hearing practice’s success. Doing so not only creates a positive online presence but also encourages other customers to leave their feedback and engage with your business.
Why is it so essential to respond to reviews? Consider these numbers:
- 94% of customers say they have been persuaded to avoid a company because of a negative review.
- Within a week, 53.3 percent of clients expect companies to respond to negative feedback.
Check your Google My Business and other online listings and respond to any feedback that has been left for you.
Nick Fitzgerald is the President and Owner of AuDSEO. He also serves as the Chief Marketing Officer at Hearing Health & Technology Matters. With 13 years of digital marketing experience, Nick is a highly data-driven marketer, with expertise in search engine optimization, digital analytics and forensics, social media, digital advertising, and web development. He has been involved in the construction and optimization of nearly 1,000 web presences, including some of the largest Fortune 500 companies.