Dr. Allen Farsaii has been practicing medicine for over 30 years, specializing in the field of Urology. When we first met Dr. Farsaii we could tell that there would be a very successful long term relationship between our businesses because of his self-stated “natural desire to heal.” This philosophy is the foundation of the Doctor’s value proposition, to combine modern advancements in urology with good old-fashioned compassion, at affordable rates. Dr. Farsaii first came to us to develop a website for his practice, we took care of this, and followed up by delivering our successful NOVA MedMarket suite of services custom-tailored to the healthcare industry. [Click to download the full Client Story for Germantown Urology]
Germantown Urology’s website has been designed to
Search Engine Marketing
This is where we started to make the website work as a business development resource for Germantown Urology. Through creative online advertising campaigns delivered via Google AdWords and Microsoft AdCenter we drove consistent traffic to the practice – we ran the online advertising campaigns for one quarter, each month driving better click-through rates (CTR) and delivering an average of two conversions each month. We paused the online advertising campaigns after three months to focus on another search engine marketing tactic, Search Engine Optimization (SEO).
Once we began Search Engine Optimization activities on Germantown Urology’s website we witnessed a greater amount of website visitors, month-to-month – more importantly, we have seen the quality of visitors continue to improve. By focusing on optimizing keywords that are more likely to result in conversions we have been able to get the website ranked very high on the first page of Google, receiving more clicks from better-qualified visitors and reducing the amount of unqualified visitors. The difference between the qualified and unqualified visitors is subjective to each business; this is where we apply traditional strategic principles to online website visitors. Qualified visitors are closer to becoming leads (which in turn become customers), while unqualified visitors have a lower likelihood of becoming a lead. In Germantown Urology’s case this means getting more folks to find the website for an active search query like “Urologist Germantown,” than visitors that typed something more passive like “reproductive system,” or “male bladder.”