Around 8 months ago, a dentist local to our offices refurbished his practice and started to implement a range of “traditional” marketing upgrades. New external signs appeared, the practice manager started to drive around with a logo emblazoned on her car and a range of glitzy new leaflets appeared in the reception area. Accompanying this was a new website which replaced a much older version that had held a steady page one position for a number of years. What happened next?<\/p>\n
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A couple of months ago, the dentist called our offices to say that the marketing campaign hadn’t worked out as expected. Although they had measured some success from leaflet drops and the odd local newspaper advertisement, enquiries from the web had dropped away markedly and the sum input of new clients to the practice was down. We were asked to take a look and advise.<\/p>\n
It didn’t take long to see what had happened. The new website was nestled on page three and lower for key search terms and although reasonably attractive, had no prominent calls-to-action or clear path through to the contact details. There had been no attempt to optimise pages for SEO and no attempt to harness the rankings of the old site by redirecting pages in an SEO friendly way. A major own goal.<\/p>\n
It transpired that the new dental marketing campaign<\/a> had been undertaken by a company primarily involved with print design and who had recently broadened their scope to the web – but with limited experience. The fees being charged were also outlandish and, unfortunately for the client, no ROI guarantee clause was in place.<\/p>\nThe corrective action<\/h3>\n