Dr. Glenn Vo’s Dental Web Marketing Plan

Hi Dr. Vo, Colin Receveur, SmartBox Web Marketing. I appreciate your time yesterday. I’m just going to put together this video so that you can share this with your wife and you can show her real-time what we talked about. And I can give you an idea of the kind of ideas that I think would be great to implement on your website to find you more new patients.

The first thing is this banner here on your website. There’s a couple things wrong with that. First is it’s Flash, which is incompatible with Google. Google can’t read it. It’s also not compatible with any Apple device. So your iPods, iPads, iPhones can’t read it either. So it’s overall bad for user experience on Apple devices, inter-compatibility, as well as with Google.

The other thing that we’ve seen a lot with these banners is we’ve done a lot of testing over the years with different website designs, what works, what doesn’t, what makes the phone ring and what doesn’t. These banners have been very popular. A lot of dentists like them.

I mean I agree; they are very aesthetically pleasing. But we’ve done a number of students where we’ve taken and had these rotating banners, and we’ve put them in one design and we’ve taken them out of a design. Maybe they get replaced with a free report here with a little opt-in box where they can enter in their email address or simply enter in some practice information—your phone number and address.

We’ve tested it a number of different ways. What we’ve found is that every time we put a rotating banner in, phone calls and responses drop, and they drop dramatically. I can’t read minds as to why a prospective patient doesn’t react to this, because, by and large, everybody likes them visually.

But the best thing I could figure is that patients just get mesmerized by it. I know I kind of sit here and watch it and wait to see what happens, but I don’t click on anything. When I get bored with it after a few minutes, they click back. So that’s the best explanation I can give you other than just the raw studies that we’ve conducted.

I would suggest replacing this with a still image, one of these images, but just don’t make it rotate. You could also put the free report in here that we talked about with an opt-in for name, email address, maybe even phone number with a submit button. That would be a great addition, I think, that would go right there on the main part of your page.

I also think you could insert some content in here in these two areas. I would also like to see some footer links down here. That’s something that Google likes to see, to have a couple rows of footer links, kind of a navigation area where people can see some other pages on your site. Maybe they are not important enough to have up here at the top, but add some down here.

We can also add in, if you’ve got a lot of patient testimonials, taking those videos. We can optimize them on YouTube for you. We have a video optimization service that I think I mentioned on the call. The website that I showed you from the orthodontist, where we took these videos right here on the front page and made them kind of pop up in front of you for these frequently asked questions.

This is one of the most watched areas of their website, actually. Let me actually show you something very cool that we’ve rolled out to some of our dentists here recently. We have partnered up with Crazy Egg, who has an amazing analytics program.

What Crazy Egg allows us to do is to really drill down into not just what Google Analytics can show us about the pages people look at and how long they look at the page, this certainly doesn’t replace Google Analytics in that respect. But it does show us some pretty awesome things about what they are actually clicking on.

We can do heat mapping where we can see, OK, these people…Look at these links here at the top. These things are glowing. These things are on fire. After we added these, I told you the search engines love them, people love them too. You can see which one of these main navigation links people click on.

This is targeted at a young demographic. Promotions is a big thing, fun stuff. You can see Treatments, Patient Info, Before and After isn’t look at a whole lot. We see these demographics switch when you go to an older generation, targeting implants or more reconstructive work, before and after’s start getting looked at a whole lot more.

You can see these videos get clicked on a good amount here and there. You can see this button right here for the $250 off with his demographic is a hot topic. You can see down here at the bottom, “38 Reasons to choose Orthodontic Affiliates” is a hot item.

Let’s go back to the dashboard and I’ll show you our homepage for curiosity’s sake. This is hour homepage. I was telling you about the buttons approach where we want to answer people’s questions right away. We put these three buttons at the top of our site. You can see the play button right here is clicked on pretty heavily. People want to play the videos.

We’ve tried going back and forth. Sometimes we automatically start the videos for them. Sometimes we don’t and they have to click the play button. But you can see that the play button is clicked pretty heavily.

“Download now for our dental website audit” is another item that’s clicked pretty often. Going down the page, you can see here again, clicks, clicks.

This gives you an idea of what people are actually doing on your website. Getting down here to the testimonials, you can see some hovers over them, and then, of course, down here on the products.
It really gives you an idea of what’s going on, on the website, where the active places are.

We also have scroll maps. Things of fire; the brightest part of the fire is white. You have this table over here on the side that shows you. Here’s 100%. So this area right here is where people spend the most amount of time looking at on our website, going down, yellow, red, green, blue, etc. This gives you an idea of where people are actually looking on the page.

It’s got a cool confetti approach here where it will actually identify every click that ever happened on your website. You can really see where people are clicking. Look at all these people that clicked “Change the volume”. Does that mean the volume is too low, the volume is too high? I don’t know. You have to look at some other metrics to figure that out.

You can see where they are coming from here. 677 of them came from Google. 656 came from our own website, referred to ourselves. We have a lot of them county central—Dental Town, 134 coming from there. 92 from our video marketing that we’re doing from YouTube. PRWeb, a big portion of them, 26 coming from PRWeb.

So it gives you a little insight into some things that Google Analytics doesn’t visualize so easily.

Let’s go back to your website. I would like to see some more content in here. Add some footer links. Do something with this flash here. Definitely get rid of the flash. Either replace it with a free report, a still image. We can put a video in there.

Here’s a website we did for a dentist up in New Jersey where we put a video right here on the main part of their page. Let’s see, what do we have down in your neck of the woods?

Here’s a website we’ve done for a guy in Dallas. This website is a few years old, which is why it’s a little bit dated. But here is an example of the free report that we use on his website. He didn’t actually want to put it up here at the top, so we put it down here throughout the copy. It’s in here twice with testimonials down the sides.

I would encourage you to get a lot of testimonials on there. What we typically do with testimonials is we transcribe them, then we tweak them. We optimize them with the keywords we want to see. We can load them on your website, we can load them on YouTube.

Page 30 in our dental website audit—you can grab this on our website—we give away the formula for how to optimize videos to show up at the top of Google, number one on Google. Of course, you have to do your keyword research, figure it out, but the real secret here is in the formula. Once you figure out what keywords you want, we give you the formula here for how to take those keywords and how to edit your video so that Google will display your videos right there at the top of a search.

That’s something I would suggest you do with those videos you’ve got to make the best use of them.

Let’s look at a couple searches—“Best Denton dentist”, “Denton Cosmetic Dentist”, “Denton Dentist”. NO videos on here at all, which tells me that you’ve got a million search results, 224,000…not really a high number here. Usually I’m used to seeing a couple million at least. 144,000 for “Denton, Texas Dentist”. That’s a pretty small market.

I would venture to guess that there’s not anybody in your area that has done anything with video optimization. If you optimize your videos, Google will display your videos all over the page. I’ve seen them put them right here at the top, number one. I’ve seen them put them right here above the Local Voices. I’ve seen them put them down here in different areas. You are at Google’s mercy, but if you’ve got video on the first page, that’s more real estate than if you didn’t have videos on the first page. And it’s pretty simple, especially when you don’t have any competition.

Looking at the code of your site, of course it’s a WordPress site, I don’t really see anything that stands out to me too bad. You’ve got your Title tag here which could definitely be spruced up a little bit. It tells who you are and what you do.
But this is the part that when you are searching, this line here is going to be this right here. This next part here is going to match this part right here. So “Denton Dentist- Dr. Vo, also a Denton cosmetic dentist, is dedicated to restoring…”, “Denton Dentist- Dr. Vo is dedicated to restoring your teeth and gums.”

Think about changing that and not just saying who you are and what you do, but why they should choose you. Oftentimes we’ll put an offer in that little blip. Because when somebody is searching, it’s not just about being number one; it’s about giving them a reason to click on you.

Yeah, you have to be in the top three statistically for somebody to click on you, but why did they choose the number one position over number two or vice versa, choose number two position over number one? Well, this little blip right here is a big part of it.

You’ve got your site links set up here. That’s great. Typically, that happens when you’ve already verified your site with Google Webmaster Tools. I haven’t checked for that. It takes a little bit of legwork for me to do that, so I’m not going to do that here on the video. But that’s something you also want to look at—get Google Analytics, Get Google Webmaster Tools if you don’t already have that.

I see you are running the All In One SEO pack. Great plugin. Gives you all kinds of flexibility. Here’s Google Analytics. OK, so you do have Google Analytics installed. That’s fantastic.
There’s a couple filters you might want to make sure you have set up. When you come in here to your admin area, click on your profile. You can come up here to Filters. And if you have a lot of problems with Google displaying your…you might have uppercase and lowercase and they’re actually separating the statistics into two different pages, you can run some very simple filters here and convert everything to lowercase. You can run more advanced filters. I can show you how to set up different metrics here. Maybe if you have multiple domains, removing multiple domains from your Google Analytics so that it combines the statistics. So it’s a real clean look and feel.

Also, when you are in here, down here at the bottom Property Settings, you can see under your Webmaster Tools Account if you are synced up with Google Analytics, which is very important so that these two tools are sharing data back and forth.

Back to the website. You mentioned that you thought my site loaded up very quickly, whereas yours didn’t. I can see one reason here why that might be the case. I’m going to highlight what I see.
What you see here is you see a bracket where these link tags and then there’s these script tags, and then link tags, and then there’s meta tags, and then a link tag and then a script tag, and then a meta tag.

This is one reason why your site could be loading really slow. You really want to condense all these into like areas, running all your links at the top, running your meta’s actually above that usually; it’s not critically important if it’s above or below.

Typically, you want all this script stuff, all these scripts, this stuff to be down at the very bottom. The reason is a lot of the script stuff that you are going to run is effects, it’s stuff that can load after the webpage downloads.

So the first thing you want to do is get that page up in front of the person. From there you can load all the scripts, which generally are what take a lot of the time to load.
So here you’ve got more scripts. You’ve got another link. So what you have is when your webpage is getting pulled up, it tries to run this script and it has to run these functions. Then it loads a little bit of style. Then it runs another script and then it loads style. Then it reads meta tags.

When you are jumping all around like this, it really slows down. Here’s another script. So you are running QFont on the site. QFont is great. I love it. I run it on a bunch of sites I have. But you want to condense all this code.

Think of organizing your desk drawer. You put the pens, and the markers, and the highlighters, and the scissors. It’s the same way with your website. You want to have all the code in certain areas, all the link references, all the meta tags, all the body stuff.

There can also be some other reasons why your site is loading slowly. You could have some big images in here. I don’t see anything that throws me off and makes me think that. But I also haven’t looked very deeply into this. I’m just giving you a high level overview on what I’m finding here in your site.

WordPress is a fantastic platform. I would highly encourage you to keep it. We build every new site we’re building on a WordPress-based platform. We call it our Snap Platform like I showed you a few minutes ago. We’ve modified to help dentists achieve what they need best. Basic WordPress doesn’t have all the needs we have. But WordPress is fantastic.

I like the interior pages of your website. I think they’re great. You’ve got a lot of content in here. The area on the side here, I would encourage you to put testimonials in all this. I’m assuming that these blocks over here, they should just be simple widgets.

I’ll fire up one of our WordPress sites here. If you go over here to the left and click on Appearance and then Widgets, this should bring up something that looks like this. If your WordPress is designed properly, if you want to add, say, a custom menu over here…

Same for these blocks over here. Properly designed, these should be widgets. If you want to drop another widget down there, you simply go over here, you drag this over. Oh look, now you have a custom menu widget that dropped up here.

Extremely, extremely easy to work with. I would suggest you make a testimonials widget. I would put it right here at the top. I would put it right there underneath those buttons.
Down here on this page, maybe like on the orthodontics site, we can link all your videos and have a little section that says “Hear from our patients”. Social proof; everybody wants to see social proof these days.

These buttons here, similar to what we did on our website where we’ve got our three most commonly asked questions here. I think that would be a tremendous addition to what you have right here. Make this a few buttons. Give people a call to action over here. Maybe you put a video here. In our video here we actually reference. At the end of the video I say “Click here”. Point to these buttons. That would be a really key way to segment people and really deliver the answers that they’re looking for when they come to your site. Put a couple commonly asked questions over here.
So yeah, a simple redesign. Of course adding in the mobile site that we talked about. I would really look at your Google Analytics on that. Let me give you a hint here. What you want to look at, you pull up your Analytics. Go to Audience. Go to Mobile. And go to Overview.

Right here you can see “Mobile including tablet”, it’s going to tell you exactly how many people are looking at your site.

So for our website, SmartBox Web Marketing, in the past 30 days we’ve had 785 visitors that are not using a mobile tablet. 89 of those are using a mobile or tablet device. So we’re running a little bit over 10%. So if you go to our website, you’re going to see that we have a mobile website.

I set the mark usually at about 4%. 5% is pushing it. If you have under 5% today right now, I probably wouldn’t worry about a mobile site. If you are 5% or over, I would definitely look at a mobile site to accommodate those people.

The mobile segment is going to grow. So if you are under 5% today, or even if you are at 3% or 4% today, you might consider doing it. Make a note on your calendar. Look at it in six months. Look at it in three months maybe. I expect that it’s going to grow very, very rapidly from here on the mobile segment. I mean look at iPads, the tablets, the Androids, the iPhones. That stuff is just record sales. And you look at desktop and laptop computers. They’re at the slowest point their sales have been in a decade. It’s where everything is going, it just might not be to your market area yet.

What’s next? We had talked about creating content. Content with the new Google Panda, Google Penguin, that’s going be your currency to deal with Google. When you want to convince Google that you are the best person for them to display number one, content is where it’s at.

I showed you the article, actually, from our Facebook page about blogging. Here’s the article from Search Engine Land talking about blogging even being applicable to local SEO now, where Google is looking at blogging not only for their organic search engine rankings, but also or your local search engine rankings, which is something that was released four hours ago and said this—November 5th at 2:31.

I’ll give you a quick rundown of the different kind of search engines you are working with. Right here at the top in this highlighted box you have your paid ads. You also have your paid ads here down the side. This is Google’s AdWords section. When you go to AdWords and you buy an ad, this is where you are appearing.

We also have one organic listing right here, which is Google’s traditional search engine. When you are doing search engine optimization, that’s where you are appearing right there. And there’s also some area down here at the bottom that you can’t see where the organic section continues.

Here in the middle you have Google’s local search . That is also linked to this map that’s up here in the corner. You’ll notice this map stays with the page as you scroll; the map doesn’t move.
There’s also one other search engine in here that is the newest addition to Google’s search engine arsenal. That’s the AdWords Express engine. It looks almost identical to AdWords. It’s going to show up in the AdWords areas and it’s going to appear as an AdWords ad.

But one thing you notice is that while your AdWords ads are five lines here, three lines here, four lines, four lines, this guy’s is eight lines. It’s got reviews, directions, address. It’s got your creative, it’s got your phone number, website address, and your title.

You also notice it’s got this cool little blue marker right here, which if somebody is searching in your geographic area, since I’m here in Louisville, Kentucky it’s not going to show on my map, you will also have a little blue marker here on the map that shows up different from the red markers that are positioned around here that are linked to these A, B, and C’s down here.

You get a bigger creative. There’s no surcharge for it. It’s the same kind of money. It’s just a different search engine that not a lot of docs know about that can get you better placement. Of course you are getting placement in the local search engine. You are getting a bigger creative here on the side of Google. So it’s something that we’ve had a lot of success with in currently to maybe six months back.

I mentioned here that below these local results here there were some other organic results, which are here all the way down. As I scrolled down here, these were the local results that we were looking at. And then, of course, here’s your map that, as you scroll down, it continues. But these are all organic results down here.

That’s kind of a run down. 50% of your patients are going to click in an organic area. By organic I mean here in the local or on these organic searches here. 50% of your patients are going to click on a paid ad. Some patients say, “I only click on the paid stuff because I know it’s a business with money. And if they are spending money they must be doing good.” The other 50% are the skeptics, the cynics, and they go, “I don’t click on the ads because that means somebody is paying for it and they don’t have to be any good.” It’s just all across the board. It’s people’s opinions.

So what we found is that generally 40%-50% go paid. 50%-60% go organic. Usually it’s pretty close to 50/50, but there is a little bit of variation between geographic areas, different areas of the country.

I would encourage you to be in both areas. Have a strong presence. We can help you do that if you want to get AdWords express set up or want us to look at your campaign, see if we can improve it in any areas. Our goal is not for you to look at us as a charge every month for your AdWords maintenance, but to go, “Wow. They saved me $700 last month on some negative keywords or on some geographic targeting they did. Or they split tested and they doubled our click-through rate or phone call rate with the work they were doing.”

So that’s where we want to fit in. We don’t want to look at what we’re doing as an expense. We want to add value to your practice and find you more patients.

Content creation. I lightly touched on that a few minutes ago. I would like to see a content campaign set up for your site. Your site has 47 pages on your website currently that Google is seeing. New websites that roll of the factory floor right now that we’re doing have 30-35 pages standard. That’s the base.

I would like to see a lot more content on your site, especially to maintain your ranking going forward. I talked about the content packages a little bit. We have 10, 20, and 30 piece content packages per month, or as needed, that we can add onto your site with doing blogs, articles, FAQ’s. We can also do the press releases that I talked about through PRWeb Financial Release. So that’s something I would strongly urge you to do.

Even if you are blogging yourself, try to blog as much as possible. Make your posts well optimized. Use the keywords that you are finding people to search for you. Google Analytics can give you some insight into that. You can go check out the Google Sandbox and you can do some research in your market area.

This result right here, the third result, Google Keywords Tool. This is a great tool to find out what kind of keywords people are searching for you with. Go in here and dig around and see what you can dig up.

We talked about the mobile site. We’ve talked about the content campaign. We’ve talked about the Google AdWords Express.

Video. We touched on video a little bit on our phone call. I would urge you to look at doing more video for your website. We can show you how to have a semi-professional studio there in your practice with less than $750. We can show you where to source and what kind of equipment you should buy and what kind of stuff is going to work. A good camera that’s not a little flip camp. There’s not much you need—a camera, a tripod, a microphone, a couple lights and a background.

A camera is going to run you $300-$350. A microphone maybe $100 for a decent one. A couple lights at Home Depot with the right light bulbs, $25. A background, you can do something really simple for a couple hundred bucks. And a tripod. What’s a tripod cost? A few bucks. Not a whole lot. $10 maybe on Amazon.com to get a decent tripod.

So I would strongly urge you to look at doing that, not just shooting against a white backdrop. It adds a little bit of interesting stuff into your videos. You can get a background that even matches the décor of your website and it will look like it was meant to be that way. That would be where I would go with the video.

Of course we also do onsite video shoots; 1, 2, or 3 day video shoots where we bring our crew to your practice; three guys for 1, 2, or 3 days. Generally, in one day we can shoot 10 patients, 20 segments with you as the doctor or you and your wife—whoever you really want to be the spokesperson for your practice. We can shoot videos with your staff. Sometimes we can do a walkthrough video in a single day. One day is pretty tight.

Two days we are going to be shooting 20 patients, 35-40 doctor segments, 10 staff videos, office walkthrough videos, sizzler video, which is really important. Check out our website to see some of our sizzler videos, or look on our YouTube channel. We just threw a couple new ones in there we just finished.

Our video Elite package, three day. It’s pretty much kind of the hog heaven of video. 30-40 patients, 60-70 doctor testimonials, 20-30 staff videos. In three days we can film all kinds of stuff. We’ve had guys that have walked away with 125-150 videos when we shoot for three days. It’s pretty incredible.

We also have guys fly to us. We’ve got in-studio packages. Of course, the downside is you can’t very easily fly your patients to us. When doctors come to us they are just strictly shooting the educational video—the segments where they are talking with us or with the camera, but we are not able to get that social proof, the patient testimonials, here.

It just depends on what areas you need us to fit into for you.

Of course, the free report we talked about; ghostwriting a report or a book. We also do a lot of hard copy print of those so that when a patient opts in to get your free report, we can give them the option: “Hey, do you want this PDF on your screen or do you want us to mail you a hard copy of this book?”

We just finished up that dental implant book: “You don’t have to live with your teeth in your pockets” for a guy. It’s 100 pages, softback. We designed the cover for it. Real nice book. Stiff cardboard cover. So it’s not really a softback, but it’s not a hardback. It’s a very nice little unit. We’ve done one on sleep apnea too. We’ve done them on a number of topics—cosmetics, sedation dentistry. We’ve got a bunch of them that we can show you some examples for.

The free report or the book is kind of the bait. It dangles the carrot out in front of them and gets people to opt in.

I’ll show you what I mean. The free report sits out here on the front of your website. It says download it. “Enter your name and email.” On the backend, this all goes into our database in FusionSoft, which is an extremely powerful marketing engine because it allows us to drip information out to your prospects over the next two years.

So you have a prospect that has come to your website and they want to get a copy of your free report. So they enter their name and email address and it automatically sends them the free report in their email. Or if they’ve requested a hard copy, we also handle the fulfillment for it, automatically mailing things out for you to make it easier on you guys.

This is an example of a sequence that we have set up for an implant dentist in California. This first email here, this is the sequence that is triggered when somebody comes to your website and opts in for your free report.

The first thing that is done is they get the free report, which is this email right here. Seven days later we are sending them another email. 14 days later another email, etc., etc., etc., etc. 350 days later they are still getting an email from you talking about whatever that subject is that you opted in for.

So in this case, this doctor is talking about sedation in implant dentistry. 350 days later, we have written this sequence that sends out this email about cosmetic dentistry and whitening. This is actually the last email in the sequence, so we kind of spread out a little bit and say, “Well, if you are not interested in implants, here are some other things we can do.”

The first 20 emails of the sequence are all talking about implants—rescuing the fearful and dental disaster patient. You can see here it is sent directly from the doctor. So if you have a patient reply to it, you get the email right back in your account.

But these are all sequences automatically that we can send out for you once somebody opts in on your website. We can do emails. We can do postcards, text messages—all kinds of cool stuff.
The final item here is call tracking. I know we talked about it on the phone how we are using call tracking with all of our marketing. This is the same doctor I showed you that sequence for a second ago, Dr. Matiasevich. This is some of the results that his website has brought him. We have two websites actually set up for him that are bringing him excellent results.

We’re doing a content campaign for him. We’re doing Google AdWords Express. We are doing some search engine optimization. We’re just kind of dabbling around in all the different search engines. So if you go search in his area, you are going to see him everywhere across the search engines. Of course here you can see the number of calls that we’ve been able to get for him over the past 30 days.

That’s everything I have here on my list that we talked about. If you have any questions or if you’d like to set up a conference call with your wife and yourself, I’d love to go through it with you guys and answer any questions you might have and see if we’re a good fit to help you guys out.

My phone number here is 888-741-1413. I’m also going to put my contact information right under this video so it’s a little bit easier for you guys to access. I appreciate your time today and your time watching this video. I hope it helped you guys to find more new patients. Thanks. Have a good one.



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Posted under Behavioral Marketing, Video Critiques on November 9th, 2012 |

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About the author
Colin Receveur is a nationally recognized speaker, author, and dental web marketing expert who has pioneered the way dentists market themselves online for the past decade. Since incorporating in 2001, Colin has established a rock solid track record with his dentist clients and turned SmartBox into a stalwart of proven results for hundreds of dental practices.