Working with conversion

It’s all about the logic of search engines, which evaluate the relevance of a site not just at the “page-query” level. They evaluate how relevant the site is to the topic, and therefore to the entire cluster of queries. In other words, we cannot promote a site simply by the query “dental implantation” Working with conversion , because the audience’s needs are much broader. They can search for “zygomatic implantation”, “for periodontosis”, “in 1 day”, etc. And the site must cover all these queries.

But to get the effect, you will need a thorough study of the audience’s requests, as well as proper implementation. Each direction must be presented on the site as separate pages so that the search engine can see it. Fill them with content that will match the intent of this small group of visitors. Competently design the distribution page. And only then will there be a result from promoting the main request.

Working with conversion and usability Working with conversion

In parallel with the optimization, a usability specialist and a marketer worked on the site. Their task was to package the main page and service pages, as well as other sections important to consumers. In particular, the page structure was completely redesigned:

1. A menu with anchor links to important sections has been added. As a rule, the amount of information on such pages is large. This is a real longread, the task of which is to cover all the audience’s questions as much as possible. But not all the information will be important for every visitor, someone only needs to know the prices, another will be looking for information about a specific type of prosthetics… The menu makes this task easier.

2. In addition, small capture forms were added throughout the text to collect leads.

    

3. The page structure itself was also revised. The information was divided into blocks, which were visually separated from each other. The texts were made more concise, and excess information was removed.
   Structuring information and highlighting semantic blocks helps the reader better navigate the text and simplifies perception
4. A lot of work was done on the design of prices.  Since in this topic the presence of price lists is an important factor in ranking. Usually in such topics clients are reluctant to provide information on prices. After all, in each case the cost is determined individually. But we managed to find a compromise and place price lists on all pages.

The issue of publishing prices on websites with complex services, where it is impossible to specify fixed prices, is always a difficult task. But our experience shows that a solution can always be found. 

Working with commercial and EEAT factors Working with conversion

In a story about optimizing medical sites, it is impossible solomon islands business email list to ignore the issue of the special attitude of search engines towards them. And if there is much talk about the importance of authorship for articles or their endorsement by specialized experts (we also made such improvements on the site), then more subtle nuances are often forgotten. What could it be?

1. A plate confirming the informational nature of the materials posted on the site. As well as the license number for medical activities.
2. Link to the tax deduction application.
3. Feedback forms.  Initially they had a large number implement a strong loyalty program to retain customers of fields to fill in. There was even a comment field. Then they were redesigned.Agree, who would want to leave so much data about themselves? Such forms only scare people away. That is why we have reduced the number of fields to one — a phone number. And we have also added explicit information about what the patient will receive at the first appointment.

   Now this is effective ???? 

4. New section with achievements.

5. Having delved into the project, we were surprised to learn that the UniverStom clinic is a laureate of many awards. And our surprise was that such an important factor from the point of view of marketing and increasing trust was not reflected on the site. Of course, we hastened to correct this by adding blocks about the center’s achievements and awards to the main page, as well as a corresponding section to the site.This is the block we got 
6. Guarantees.  This is a concern for all patients clean email of dental clinics. After all, no one wants to pay more than a hundred thousand for implants that will have to be replaced in a year. That is why we have created a separate page for patients, where we have collected all the important information, including guarantees for implants.In this section, we not only told you what guarantees the clinic provides, but also honestly shared information on how to identify unscrupulous specialists, what to pay attention to when concluding a contract for the provision of services, and what questions to ask specialists.