Bariatric Surgeon Marketing Newsletter

Internet Marketing is About the User, Not the Search Engine

In trying to enhance the user experience, Google gears most of its over 200 ranking factors toward making the user find the right website for their needs and not a fly-by-night spammy site selling unrelated services. Search engines, and specifically Google, do an exceptional job at it, which is why they have become of the most effective marketing tools we use. So make sure your site is geared, first and foremost, to your end user.

You can get started by finding out what you may be doing wrong and what you can improve: While your patients are in your waiting rooms, interact with them and the website. Not only will they feel important, but they won’t be bored AND you will get valuable data. Get an iPad, bring it into the waiting room and have a prospect navigate the website – watch closely for where they click and ask them questions about their online experience.

Complimentary Website Evaluation Fortris would like to remind all bariatric surgeons that we offer a complimentary website and marketing evaluation. Our evaluation will include an analysis of the aesthetic portion of your web and print presence, including pointing out whether elements of the design are dated. Further, we will scan the structure of your website to determine if there are any elements hindering search engine effectiveness. Finally, we will evaluate your search engine presence and suggest ways to improve it. To request a complimentary analysis of your website and marketing please contact us at (800) 654-1356.

What Do Your Stats Mean? Having a great statistics program installed on your website is crucial to develop actionable web strategies. Without stats on your visitors and their behavior (or with inferior statistics programs), you’re only guessing. Google Analytics is a free tool that allows you to evaluate your visitors’ behaviors and see if they are responding to your website the way you’d like them to. Along with total visitors, look for the bounce rate (percentage of people that enter your site and leave before navigating to a second page). High bounce rates may be a result of unqualified traffic, poor site navigation, bad design or slow loading times.