Posts in Category: Veterinary Websites
Keep It Clicking: Click-Through Rate Explained
One of the main metrics you will encounter when doing pay-per-click advertising on Google or Facebook is the click-through rate (CTR). Each industry has a different benchmark for a strong click-through rate, and it is important to understand this benchmark so you know whether or not your ads are performing well. If you do not understand the marketing results you receive, it is much harder to refine your messaging and targeting to ensure you are reaching your desired audience.
Using Technology to Support Client Communications During COVID-19
As COVID-19 continues to spread and social distancing becomes the norm, the impact on local businesses is becoming increasingly evident. Your veterinary practice may be experiencing fluctuations in appointments, staffing, and supplies, while your clients may be wondering how best to pick up their pet’s medications or find reliable information on how best to care for their pets during these unprecedented times.
Whether your veterinary practice is located in an epicenter of infection or has remained relatively untouched, there is little doubt that the events surrounding COVID-19 may necessitate prompt communication with your clients, even if it is just a gentle reassurance that you are there for them and their pets.
DIY Shopping Carts – Should You?
The concept of DIY (Do It Yourself) shopping carts for a veterinary website pop up from time to time. The question is: Should a hospital do a shopping cart themselves or outsource it to a third party platform being offered in the marketplace? Either way, shopping carts tend to be tricky because there is no straightforward or easy answer to using one solution or the other. The first place to start is to look at resources and expectations for the cart.
Beyond Indigo Webinar Series: Measuring Website Effectiveness
Most business owners know that a website is the lynchpin of their business’s digital presence. And why wouldn’t it be? Over 40,000 search queries performed on Google every second. That, coupled with the fact that over 80% of shoppers are conducting online research before spending money, makes it is clear that consumers overwhelmingly utilize websites and search results to inform their purchasing decisions.
Delivering the Unexpected: The Gift of Results-Driven Veterinary Marketing
The holidays are a strange mix of emotions and expectations, aren’t they? People hope for the best, want to be surprised with the unexpected, focus on the positive, and try to bring out the best in themselves and others.
Marketing is much the same way; but in the past, people have tended to focus on the negative aspects of marketing, instead of the positive. Most folks generally perceive marketing as a black hole, assume the worst, and just wish the whole darn thing would go away. But gone are the days of the YellowPages ad, when all you had to do was write a check once a year and decide which size ad you were going to buy.
In 2017, Beyond Indigo aimed to deliver the unexpected, with greater returns and more tails through the door then anticipated. And, just like Santa, we have delivered a few surprises this holiday season – namely the gift of increased business, all wrapped up with a bow on top.
Beyond Indigo Webinar Series: Is Your Marketing Mobile Ready
Online marketing is on the move. With our phones in hand, we swipe and click our way across the web in search of what speaks to us. Love, food, travel, events… And yes, even pet care.
Consumers – that is your clients and could-be clients – spend over 71% of their online time on their mobile devices. This means that simply being online isn’t enough any more; you need to be mobile ready.
As an essential part of a veterinary business’s marketing strategy, keeping your digital footprint responsive to mobile it key. But, how do you differentiate between traditional digital marketing and being mobile ready? And how can you ensure that your marketing channels are performing at their best for an increasingly mobile client-base?
Beyond Indigo Webinar Series: The Value of Quality Written Content
A picture may be worth a thousand words, but high-quality written content can have just as much of an impact. In the digital age, people are accessing your website via their phones and mobile devices while on the go. You have to make each word count if you’re going to maximize your ability to attract new clients and maintain existing ones.
Mythbusting: Yes, Original Content Matters
When creating website content, it can feel like there’s a laundry list of factors to consider. Outside of the usual best practices for writing, writing for websites has its own set of standards, which take things like mobile users and SEO into consideration. Included in this is original content – but why?
Google’s goal is to provide users with the best answer to their question. If you were searching and came up with the same answer over, and over, and over again in your search, would you find that as valuable as if your search brought up several different answers to choose from?
For this reason, Google filters search results so that only the original source is listed. You may also hear this referred to as a penalization, but in reality, it just means that if your site contains content that is the same as or very similar to another source, also known as duplicate content.
Google filters duplicate content out of searches in favor of the original source. It’s certainly not a slap on the wrist; it’s just an attempt to show the most relevant answer to the query, improving user experience. While it’s not an outright penalization, having duplicate content still may impact your site ranking, which, of course, isn’t favorable.
Traffic vs. Conversions: Setting Your Veterinary Website up for Business Success
Having a website is a must for any veterinarian. As your primary online presence, it promotes your practice and represents your brand to a wide audience.
Visitors to a website are collectively referred to ‘traffic’. Traffic is monitored through tools like Google Analytics, which analyzes several factors, such as:
- What webpage within the website did the visitor land on?
- How long did they stay before leaving?
- Were they viewing from their smartphone or computer?
- Is the visitor from your area or out of state?