While there are many things Dr. Jaliman is doing RIGHT her web site is not creating as many leads as she would like.
Her are some things she’s doing RIGHT:
- She has her bio on line so visitors know more about the professional who will be consulting them
- She’s been a guest expert on TV (further establishing her credibility and getting her more publicity)
- She’s been quoted in articles (online and in print) which again boosts her credibility and gives her more publicity.
- She’s spent $20,000 on search engine campaigns and has not had the results she was expecting.
- She’s writing a blog on WebMD and has an upcoming book
- Finally and very important she has been paying attention to her analytics which is helping her to know what’s selling more, guiding her on what areas of the site to adjust and etc.
NY Time readers weighed in with comments. Here’s a SUMMARY of their insight:
- Based on the many comments to her in the NYT times article here’s some things she could improve on:
- Could be too much information on the web site. Be careful that you have just enough information but not too much to lose the audience.
- Blog on her own web site and not that of WebMD. Blogger on other web sites is good, but you’ve also got to ensure you provide content on your own web site to drive traffic to it.
- Better photographs. It might be good to invest in a professional photographer to invest in photos for your web site overall but also for your staff.
- Better font vs background color. This goes to better overall design. Having a GREAT looking web site is important.
- Is Dr. Jaliman also doing offline word of mouth marketing (referral system). Make sure her great customers speak lots about her – online and offline.
- Adding video. Consider using video to communicate a message, for customer testimonials and etc.
- Maybe spending more on online ads (more than $20,000 a year). Some suggest that for what she wants to sell she might need to spend more money and get better results. Others have suggested that for that $20,000 she could have invested in more content.
- Better web design (instead of a template). Overall web site needs to be better designed.
- Split products and services. Some are put off by selling dermatology services while at the same time selling products.
- There are some negative Yep reviews – so watch that customer service. Having all the great tech in the world won’t save you if you can’t service customers.