On today’s show Daniel sits down with Patti White, a Content Marketing Specialist at Audigy Group, along with Will Smith, Producer of Reach as well as a Corporate Marketing Strategist, to talk about the essential content every audiology web site should have.
Read the transcript:
DANIEL PARSCALE: Hey Patti, how are you doing today?
PATTI WHITE: Great. How are you, Dan?
DANIEL PARSCALE: Good, thank you. It’s been quite an afternoon for us.
PATTI WHITE: Absolutely.
DANIEL PARSCALE: I want to thank you for joining us on Reach. We’re going to be talking about websites, which you and I work on every day for our members. And what we thought we’d talk about today was about the content that goes into our best practices for building a website. We’ve kind of tested different assets on our websites for years. And over the course of that, we’ve come up with a lot of pages that we think belong on an audiologist’s website because they help to drive conversions, they’re good for SEO, they’re great for user experience.
PATTI WHITE: Right.
DANIEL PARSCALE: So we’re going to kind of talk about that a little bit today.
PATTI WHITE: OK.
DANIEL PARSCALE: I should point out that you are our content specialist, so that really puts you as the best person in our company– in my opinion– to talk about this. So don’t let me down.
PATTI WHITE: I will do my very best, Dan.
WILL SMITH: No pressure.
DANIEL PARSCALE: No pressure. So one of the things that I think is a really, maybe a good place to start with this is that you– just before the show, we were talking about what you called a double-edged sword.
PATTI WHITE: Right.
DANIEL PARSCALE: So we were talking about how, typically, we start by building off of a template, which is formed off of, again, our best practices. And it’s got all of our pre-loaded content that we think works best. And people want that because they want to know that what they’re using is the best that they can use. But then they also sometimes push back and they say, well, I really want this super-customized and I want to change this wording and change this location or add this page or remove this page. And while sometimes there’s some benefits to that and we encourage growth, you called it a double-edged sword.
PATTI WHITE: Yes.
DANIEL PARSCALE: Why do you say that?
PATTI WHITE: Well, it’s just kind of ironic that you want something that works, that’s been proven, that’s been tested, but you also want to find a way to stand out. And it’s best to really have a mix of both. What we’ve done in building these templates and building out this content that we have tested and that has been proven to work well and to drive conversion is, it’s great to have on your website. And it may not be unique to you, necessarily, but it is in place because it works.
However, it may not always be that piece of content that makes you unique. And there are other things and other services and other aspects of your business that really speak to your consumers that you want to incorporate. And it’s important to incorporate those things because it does help you stand out a little bit.
Every business is a little bit different, so wanting to be one of the other, I think, is the double-edged sword. You know, you don’t want to be one or the other. You should strive to have both.
DANIEL PARSCALE: Yeah. It sounds like you’re talking about branding or just the way that you represent the content that you know to be the most powerful.
PATTI WHITE: Of course. And I mean, you know, there’s a place for both of these things when you start talking about how can I make myself unique and still successful and still incorporate those things that we, as professionals, have discussed with our membership as being successful. And we have data that backs all of that up. But there’s always a place to test those things that– maybe it is something super unique to your practice that you want to get out there, you want to get that message out to potential patients or current patients. And it is a good opportunity to test those things and try it and let’s see if it works. And let’s see if it does drive the conversion.
DANIEL PARSCALE: So, based off of the data that we’ve collected over the years, we’re going to talk a little bit about the content that works the best, the stuff you’re talking about.
PATTI WHITE: Right.
DANIEL PARSCALE: And from my experience, there’s a couple of things that really stand out as, maybe, the most important ones. And by that, what I mean is the stuff that drives the most traffic, as the landing page, and the most conversions. So in our case, that’s typically a form submission or a phone call.
I have a small list of things here that tend to drive really well. And maybe we can just go down them–
PATTI WHITE: Yeah!
DANIEL PARSCALE: –and you can just tell me if you disagree or if there’s anything else you think belongs on the list. The first one for me is going to be a location page.
PATTI WHITE: Yes.
DANIEL PARSCALE: And that is important to me for a lot of reasons. One, because of the stuff we just talked about, it’s almost always where people want to go to make sure that they’re getting the right phone number. I mean, the name, address, and phone number are important for tons of SEO purposes. But that’s where people go to really verify this is specifically who I’m going to connect with.
PATTI WHITE: Right. And I mean, a location page– when people are searching online, oftentimes what they’re looking for is a way to contact you. So whether that’s the phone number so they can actually call the office or submit some kind of a request so they can have a question answered or to schedule an appointment, or maybe it’s just to get driving directions– they want your address so they can plug it into their Google Maps or whatever app they might he using so they can get to your practice. And it’s really important, not only on the location page of your website, to have that information accurate, but across your online presence. So when you start talking about those local directory listings that appear, when you do a Google search and you’ve got that little map pack that shows up, I mean, you want that information to match what’s on your website.
DANIEL PARSCALE: Right. And having that page really helps to bolster that–
PATTI WHITE: Absolutely.
DANIEL PARSCALE: –presence for those things. I’ve got a little statistic here that a lot of us in marketing land have heard about. But according to Google, 50% of the people– consumers who have conducted a local search on their smartphone– visited the location within that day. That’s half of the people, right? And if you’re on a computer or a tablet, their studies found that 34% of people did the same. So what that means is that if they’re searching for, let’s say, hearing aids in Houston, they are that much more likely to go directly to the location that they land on because of that.
PATTI WHITE: Right.
DANIEL PARSCALE: You can imagine, that show’s intention to buy at that point. It’s not just that they’re searching to learn what a hearing aid is. They want to know that there’s a specific location that really can answer their need.
PATTI WHITE: Absolutely. They are looking for a place to go in their area, and something close by. So it’s vital to have that information at the forefront of your site, and it’s vital to have a page that not only has the accuracy of that content– so the accurate location, phone number, and address– but to have ways for them to contact you. So if they wanted to contact you outside of the phone number, there should be a form on this page so they can try and convert in other ways. If they don’t want to call directly, they can at least submit something.
DANIEL PARSCALE: Absolutely.
PATTI WHITE: It’s incredibly important that you get in front of these people just because of the intention of their search.
DANIEL PARSCALE: Another page that is similar to this but is another one that gets a lot of traffic and, for obvious reasons, a lot of conversion, is the request an appointment page that we have. This is something that we kind of use separately as the location page– although in my opinion, they function very similarly because they’re both intended to be the converting page. But the difference here to me is that one of them is technically a home for your address so that you can really stand out in search and then drive that conversion when they come to it, and the other one is specifically for people who came to your page another way and they see request an appointment. That’s kind of their call to action so that they can do the same thing.
But it tends to do really well. It gets a lot of traffic, and that’s where a lot of our conversions happen.
PATTI WHITE: Yeah. I mean, this particular page, it’s– whereas the location page is driven in a lot of ways as that initial landing page because it’s driven by that search query, that this is why they came to the page is to find out more about the location and contact it somehow, the request appointment page, in my opinion, is meant to be an entry point once you’re already on the website. So maybe the search that the user made in order to get to your page wasn’t necessarily an actionable search. But once they get there, they decide to make an action, and this is an obvious place for them to go to take that action. So we’re just trying to capture that as they come through and make sure that they do convert and that they have an obvious place to go to make that conversion.
DANIEL PARSCALE: The last one that I have on my list of three– and this is a little bit specific, but I think this will lead well into our next question, too– I wrote down tinnitus page. And what I mean by that is a page that’s specifically designated to any kind of content on tinnitus, you know? There’s lots of different things you could talk about there. But by and large. I’d say that most of our members seem to get quite a bit of traffic specifically to content on that, which infers that a lot of people are searching for it and, therefore, they’ll want to take action on it.
And there’s a lot of different pages that could fall into this because there are specific services or offerings that the practice is doing. But more often than not, I find that that page actually generates more traffic than sometimes even hearing aid-related pages, which might seem counter-intuitive.
PATTI WHITE: A lot of people can’t ignore that buzzing, that ringing noise that’s in their ears. And they don’t necessarily associate it with hearing loss, so they’re trying to find a solution. I think that’s why we kind of see more people searching for something like that.
WILL SMITH: So Patti, what we’ve talked about so far seems to me like the person’s doing– they’re going to Google. They’re doing a search.
PATTI WHITE: Right.
WILL SMITH: They kind of know what they want, like they know I need to see an audiologist. So I’m going to go to Google. I’m going to do a search for audiologists.
They may not actually ever end up on the audiologist’s website because a lot of times, like you were mentioning with the map pack or stuff like that, it will just give you the info right there. But what happens when the person doesn’t know what they’re looking for? What happens between the time when they know what they want and they go and search for it? It’s usually research, right?
PATTI WHITE: Right.
WILL SMITH: Like they’re doing research to figure out?
PATTI WHITE: And I think part of our job is trying to anticipate those types of queries and those types of questions, so putting ourselves in the users’ shoes. And what is it that I’m looking for? And we’re finding more and more that people do that research.
So just because you don’t necessarily like the answer to a question doesn’t mean they’re going to go– they’re not going to be going out of their way to find that answer. So I know one of the sensitive topics that comes up is hearing aid price. They want to know how much hearing aids cost. They want to know why they cost so much. And part of our philosophy– and I believe firmly in this– is that it’s not just about the cost. It’s about the service. You know, you are getting so much more than just the price of that technology, the price of that device.
However, the user wants to know how much it costs. And they’re going to go to whatever place they can find to try and find an answer. And I think it’s our job to balance providing that answer and explaining to them and educating them on why the service is important and how it’s so much more than that initial price, that that cost associated with it has a value and there’s so much more than that. So I know we have to walk that line quite often.
You know, we have members that, you know, maybe they don’t provide certain services. Tinnitus is a good example. There’s certain tinnitus retraining therapy and that sort of a thing that you may or may not provide in your office. But that doesn’t mean you don’t provide the user with all the different options of treatment that are out there. And either they can do something and want to do something that is applicable to your office and your treatment, or they have the option to go somewhere else or they refer them. But the important thing is that you educated them and that you helped them find an answer, because that’s part of what you want to do, is to help people.
DANIEL PARSCALE: You know, I’d point out, too, that there’s an opportunity when you’re doing that education to maybe change the course of the conversation a little bit, too.
PATTI WHITE: Absolutely.
DANIEL PARSCALE: Something that’s been going through my mind is every time that I’ve ever been on WebMD– or as far as I’d be willing to bet, anyone who’s ever been to WebMD– no one ever went in and said that I have this very specific condition and they know the Latin right off the bat. They’re always like, oh my gosh. I’ve got a rash. What is it? And they type it in the specifics of that. And then from there, they are able to identify something, and from that, they’re able to make the decision on what to do.
So similarly, like if we’re talking about tinnitus, right, like you could be saying I’ve got this ringing into my ears. What is it? And you type that into Google, not knowing that it’s tinnitus. You land on a tinnitus page. And then from there, you’re able to see, OK. Not only do I know what it is, what it’s called, the repercussions of keeping it, not treating it, but here’s a place where I can get service for it, too.
So putting yourself in the shoes of that person and understanding their intention is really important. And that’s why you need to have that content there, regardless of, as you said, like how applicable it may bet to–
PATTI WHITE: Right. And you know, this doesn’t take away from the professional. It doesn’t take away from the doctor because we’re not professionals. If I get on WebMD and I’m like, oh this rash–
WILL SMITH: Hey, wait a minute. We’re professionals.
PATTI WHITE: Well I mean, as far as–
DANIEL PARSCALE: Not licensed.
WILL SMITH: Wait, you’re not a professional?
PATTI WHITE: Not a licensed– I’m not a licensed doctor, right? So I mean, if I have a rash and I self-diagnose myself on WebMD and I go in and I find out that what I just self-diagnosed myself with is actually not what I have, I still called and made an appointment with that office because that information was provided to me. And I felt like this was a good decision.
So there is some benefit there. Like yeah, maybe they don’t have tinnitus, you know? And maybe they don’t. But they still called and they made an appointment and they came into your office. And maybe they didn’t have tinnitus, but maybe they do have a hearing loss. Or maybe they do have some other condition with which you can help provide some sort of a service or relief to them.
You’re still doing them a service. You’re still providing them with a solution. It may not have been what they intended when they initially came in, but it’s still there for them. So I think it’s just as important.
DANIEL PARSCALE: I think that leads pretty well into the next subset of questions I want to ask. And it’s basically about the value of content that maybe isn’t designed specifically for conversions.
PATTI WHITE: Right.
DANIEL PARSCALE: So value is something that we talk about in all aspects of business. But when we’re talking about SEO, for instance, we’re talking about that primarily because Google always wants to provide the most viable answer to whatever your query is. And so the more answers you have that fall into that answer range, then the more likely someone is to land on your page. And then you can go through that cycle we were talking about.
So some of the pages that we have on our website are for things that I don’t think anyone would necessarily search for outright, because it hasn’t occurred to me, but they’re still very valuable. And so when they are valuable to someone’s search, that’s going to be where they go.
PATTI WHITE: You’re absolutely right. We have a section on all of our members’ websites that’s very specific to hearing resources. And this is essentially an educational section of the website. And it’s not necessarily driven for conversion. It’s there, in a lot of ways, for your current patients, because this is one more touch point. And you want the website to be an additional touch point when they’re outside of your office.
So you’re putting yourself in that position to be the expert, to be their go-to resource for information. So if you have a patient come in and you do prescribe them and fit them with hearing aids, and then they have questions about how to communicate with their family, what’s the best way for me to do this, you have a page on your website that’s got communication tips on it. And yes, it’s valuable to that user.
No, it’s not necessarily something that’s going to be searched for often. It’s not necessarily something that’s going to drive a high level of conversion on your website. It’s not necessarily going to be a highly trafficked page. But it is providing a solution for a very specific concern that’s probably applicable to your current patients.
Again, it’s all about education when you start talking about things like that. And it’s not just about getting those search results and driving that conversion when you talk about this type of content. It’s about being that helpful and go-to resource and building your brand in that way.
DANIEL PARSCALE: You know, I think that a lot of the applications for that kind of content go outside of the website, too, you know?
PATTI WHITE: Right.
DANIEL PARSCALE: Social media is a great place to put something like that.
PATTI WHITE: Absolutely.
DANIEL PARSCALE: I would be more likely to click on something that was, here’s a list of tips on how to communicate with somebody who has hearing loss, than I would be on here’s just a random link that’s about what a hearing aid is.
PATTI WHITE: Right.
DANIEL PARSCALE: Because to some extent, if I’m following your page on social media, I already have some– I probably have some idea of what a hearing aid is. But I might not yet be educated on what to do when somebody starts wearing them.
PATTI WHITE: Right.
DANIEL PARSCALE: Like, what do I have to do to change my behavior in order to communicate with them properly? And that’s a channel where that kind of information really works better.
PATTI WHITE: Yeah. And again, social media, especially for our practices– especially for audiologists– the chances of someone liking your page as an audiologist– your practice’s Facebook page– that hasn’t been to your practice before is slim. For the most part, what we see across our membership is that the people who follow them on Facebook– that are their fans on their Facebook page– are current patients or companions of current patients. So they are familiar in some way with hearing aids and the hearing aid technology that’s available. Maybe they already have hearing aids and they’re kind of going out for that service.
So you’re exactly right. This is a perfect place for that patient retention type content that’s continuing to provide them with valuable information. And it keeps your practice in front of their face. It is just another touch point to provide them with something useful and to get them to think of you.
DANIEL PARSCALE: So that’s one of the reasons that, pretty routinely, we will, when we’re talking to our members, where it’s asking them, what is it that your patients are already talking about? Because if they’re talking about it, it’s much more likely that other people will be talking about or at least be interested in it. And that’s the kind of stuff that– you know, qualitative data that we can’t really measure through tools that we use because nobody’s told us yet. But we can use that to create new content that will help to drive those leads and hits to your website.
PATTI WHITE: Absolutely. You know, one of the things I’ve recommended to members because I’ve seen other members do this and have it be really well received, and it works really well for them is, as they get questions from patients– whether it’s questions asked directly to the front office staff or asked within an appointment– and they get one of those long tail type questions that’s, you know, why do my ears feel wet in the morning?
DANIEL PARSCALE: That was one we just talked about recently I think, right?
PATTI WHITE: Write those questions down. You know, have a piece of paper in there with you that’s just something for you. Write those type of questions down. Put them on a sticky note or whatever. Put them on your desk.
And when you’re working on adding new content to your website, we can always refer back to those. It’s perfect blog content.
DANIEL PARSCALE: Yes.
PATTI WHITE: You know, it’s perfect content for you to create and then share on your social media pages, because your current patients– the current people that are actively engaging with your site or with your online presence– a lot of them are going to have these questions. If one person does, others probably do as well. And it’s a great way to capture someone searching for a very specific answer.
DANIEL PARSCALE: You touched on blogs there for a second. I think that that might be something I want to touch base on. So what do you think is the most important difference when it comes to content between, let’s say, a page that’s always on your site and blog content? Because I think a lot of people just kind of see them as the same thing, but I see them as maybe having a different purpose. What do you think?
PATTI WHITE: Yeah, I think the line, for a lot of people, seems pretty hazy. But I do believe they have a different purpose. So to me, a page on the website is more– I look at it as more hard-coded content, if you will. So it is content that isn’t going to change, and if it does change, it’s very infrequent, and it’s because of a specific instance. So maybe you are no longer providing this service.
DANIEL PARSCALE: Or you start with a new service or something like that.
PATTI WHITE: Right. Absolutely. So that’s the kind of content that should be a page that’s permanent, as a permanent fixture on your site that people can easily navigate to.
Blog content, I think, is better served for several different things. Something that’s time-bound– so if you attended an event or you got an award, having a blog about that and talking about your practice in that way? That’s a perfect place for something like that because then it’s always going to live on your site, but it’s not part of the main navigation. It’s not something people are always going to be actively seeking. It’s very time sensitive.
WILL SMITH: I think sometimes, also, it’s more, like, cultural.
PATTI WHITE: Right.
WILL SMITH: You know, it’s more about like, this is what we believe as a company. This is the type of people. I’ve seen some members post, you know, videos of– well, not videos, but blog posts about, like, anniversary [INTERPOSING VOICES]
PATTI WHITE: Yeah.
WILL SMITH: When you said awards, that’s another thing that I’ve seen pretty commonly.
PATTI WHITE: Absolutely. You know, and a blog is– it’s another good place. I mean, you can blend it in with your public relations strategy of this is our message and it’s what we want to get across to anyone who’s coming to our site. Like, we’re going to show what makes us unique and special. Based on specific events, awards– you had a community appreciation event. You participated in a local charity’s health fair or whatever it is. That’s perfect content for a blog.
Other good content, I think, for blogs, is new research, so something that’s just emerging in the audiology space. You know, maybe it’s this high tech and fancy rechargeable battery type.
WILL SMITH: Or those wearables.
DANIEL PARSCALE: Or the wearables, yeah.
PATTI WHITE: Right. That’s a great example. The wearables would be a perfect thing to talk about how that’s changing the industry and how that could potentially benefit a lot of people.
It’s a good place to share your opinion as a professional and to really get that out there, because that builds a lot of credibility. Whether it’s an actual device yet or not, it’s a good place for you to express that–
WILL SMITH: Right.
PATTI WHITE: –and what your thoughts are about it.
DANIEL PARSCALE: You know, I also think that the– you talked about long tail keywords. And the one you talked about– why do my ears feel wet in the morning, right– that is a great thing that somebody would just type into Google because they’re like, I have no idea what’s causing this. I don’t even how to ask this, so I’ll just ask it. And if you had a blog post that was titled that, well, it would likely be one of the first pages that got hit, you know? That’s what somebody was searching for in your area.
But it’s maybe not a service. You know, you don’t treat wet ears.
PATTI WHITE: Right
DANIEL PARSCALE: And so it wouldn’t be listed under your main page.
PATTI WHITE: No. And it’s a solution. You’re providing them with an answer to a question.
WILL SMITH: I’m glad to hear I’m not the only one who puts in– like, every search term I do is a long tail. Like, I always put in, like– and I’ll even put a question mark at the end. Everything I do is searches, like a long– it’s like a paragraph-long–
PATTI WHITE: Very specific question?
WILL SMITH: Totally, totally. Yeah.
DANIEL PARSCALE: It’s like, day one.
WILL SMITH: Exactly.
DANIEL PARSCALE: But you know what? That’s going to become even more valuable, too, like as we start to see mobile searches come up, but more than that, voice search is becoming a thing. And the way that people type– I know I do this, too, but I think that the way that people use voice search on their phone is very different than the way they type. Like, I might type in, best lunch near me and want to find out where I’m going to eat lunch that day. But if I’m searching with a voice search, I’d be like, what’s the best healthy lunch that’s within two blocks of me or something like that where it’s much more specific. And it creates a more– it creates a better long tail keyword for you. So it’s good to generate content that’s based off of exactly that kind of thing.
PATTI WHITE: Yeah, and a blog’s the perfect place for it, because it’s still– you know, while no one’s questioning whether it’s accurate or not, it’s still a very opinion-based answer. You could go from audiologist to audiologist and maybe get a different answer as to why my ears feel wet in the morning. So it’s a good place for you to express that to your patients, to build that credibility and still have that solution in place without it being a hard page on your website.
WILL SMITH: Is that a real thing? People’s ears feel wet in the morning?
PATTI WHITE: Yeah!
DANIEL PARSCALE: For swimmers, it is, yeah.
PATTI WHITE: Well, I–
DANIEL PARSCALE: Just kidding.
PATTI WHITE: I mean, and I don’t know how we want to include this, but Helen Hollenbach actually has this very specific blog on her website. And it routinely, quarter over quarter, gets more traffic than her home page.
WILL SMITH: Is it a literal wetness? Or is it just it just feels like it’s wet?
PATTI WHITE: That is a really good question.
WILL SMITH: I don’t–
DANIEL PARSCALE: Read the blog to find out. Yeah, I don’t know [INTERPOSING VOICES]
WILL SMITH: I’m going to go check out Helen’s blog right now.
DANIEL PARSCALE: We’ve had a similar situation with a member who wrote a blog on high-frequency hearing loss, and it’s consistently one of their highest traffic pages as well– from all around the world as a matter of fact. So it definitely pays to do that kind of thing.
WILL SMITH: I’m going to her blog right now.
DANIEL PARSCALE: So we’ve been talking a lot about the services that you offer, very specific long tail keywords, and the kind of content you should do. Maybe we should touch a little bit more on the reasons that you have to be so specific with these long tail keywords and the content, why it’s good to have a page that’s just on tinnitus, for instance, but then to have, also, like supplemental pages that are on specific parts of tinnitus. For instance, like right now on our pages, we have hearing aids as a section. But then we have specific pages for each kind of hearing aid, as opposed to just dumping everything into a single page. And then there’s title tags and h1 tags and content that’s generated specifically for those things. Maybe we should talk a little bit about why we do that as opposed to, you know, just dumping everything and making it one giant–
WILL SMITH: h1 tag? What is that?
DANIEL PARSCALE: You know, I don’t know. No, the h1 tag, for those who aren’t familiar, that is a– it’s called a header tag. And it comes between, I think, h1 to h6. Basically, it’s a way of telling your user, as well as your search engine, what is the content that’s immediately following this really all about? It’s kind of like a chapter index.
WILL SMITH: Like a headline.
DANIEL PARSCALE: Yeah, it’s a headline. Exactly. And it helps to sort to sort out the website so that Google, for instance, will know what’s going on there.
PATTI WHITE: And a lot of those tags that you’re mentioning– so you talked about title tags and meta descriptions– those type things appear in the search result when someone actually puts in their search query. It’s the little pieces that you see, the little snippets that you see on that search results page. And that content is all kind of entered on the back-end, but it’s just as important. So the user themselves may not see that content all the time, but it’s something the search engine uses to determine how relevant your page is to the query being asked and to sort it appropriately.
So it is important, when you start talking about breaking that continent out. So you don’t just have one page that has every hearing aid type on it. You have pages dedicated to each individual type of hearing aid. And the reason you want to do that is because it immediately makes that content more relevant if someone’s doing a specific search. So they’re searching for a specific type of hearing aid or a specific type of solution that they want to get out of a hearing aid, and it directs them to a more, I would say, customized page for their query, for their question.
So you’re providing the user, at this point, with a much better experience, because you’re directly answering their question with something that’s much more actionable than a whole series of possible solutions that they then have to dig through. Beyond all of that, you’re providing the search engine with information that says, I have a very specific answer. You should show me to users because my answer is going to answer their question, which helps pull you ahead of other pages that may not do something like that.
DANIEL PARSCALE: You know what this makes me think of? I’ve seen some of our potential clients have shown us their existing websites, and they will have something that’s really just like a very, very long landing page, where every bit of information that they have on their entire website is on the same page, and you just go down and down and down and down and you see everything there. And I think about it when I’m looking at these pages, and I’m like, if someone was to ask me what is this page about, what would I say it’s about? And think about that from Google’s perspective too, you know? I might end up saying, this is a website for an audiologist.
PATTI WHITE: Right.
DANIEL PARSCALE: But if I was searching for something and I had a specific problem, like I need a hearing aid, for instance, do I want the– which one sounds better to my question? The site that says this is a website about an audiologist, or one that says this is an audiologist page where they talk about the specific hearing aid that is right for you, how to contact them, and what you’re going to get as a result, you know? And that’s why you have specific pages and you use this coding to make it specific.
PATTI WHITE: Absolutely. And you know, to take it one step further, you want to talk about the users just a little bit and their experience.
DANIEL PARSCALE: Oh, yeah.
PATTI WHITE: I think it’s important that, when you do lay out this content, you take into consideration what the user is going to be able to absorb, so avoiding a lot of that technical jargon because they’re not going to know what that means– at least not directly. Using those layman’s terms, I think, are really important because that’s more of what someone’s going to search for, as opposed to something super technical that maybe the audiologist knows. So you know, do people search for diagnostic hearing evaluation, or do they search for a hearing test?
So there’s very specific reasons we use that kind of language on our website. It’s because you want it to be more relevant to the searcher’s query and you want it to be digestible for the user. So again, the content on the actual page should be laid out in such a way that they can easily take away the key features of a hearing aid, but then they could also read into more about that style and how it could potentially benefit them if they do want to learn more.
DANIEL PARSCALE: So Patti, I think we’re approaching the end of the show here. And in true form, we’re going to ask you to help us wrap things up with our top three takeaways. Of the most important content to put on an audiologist’s website, what do you say are the top three?
PATTI WHITE: For the most important content to put on an audiologist’s website, I would start with your location pages– so if you have multiple locations, having a location page for each of those locations that has a clear conversion, so a clear place for them to either call– so your phone number– or a form on the page, a little bit about the practice, maybe what, in brief, what services you provide, and then your address. Make sure, extra special sure, that the address and the phone number are consistent with any other marketing or any other place online. So that, to me, is the most valuable.
DANIEL PARSCALE: OK.
PATTI WHITE: The second part of that would be to have those types of pages that do direct a conversion, that do answer that specific, well, what can you provide me with, so outlining what your services are. And a third is all of those other pages that are mostly resource-based, so you’re providing that solution. So whether these are actual hard pages on your website or if they’re blog posts that are showcasing your unique perspectives and your unique events that make your practice awesome, all of those things are incredibly valuable for those intangible reasons, such as building your brand and having that community recognition that you are the go-to expert and the go-to resource. That sort of content can be invaluable to you. While they may not drive a direct lead or a direct conversion, it’s going to help people remember you.
DANIEL PARSCALE: Couldn’t have said it better myself. Thanks, Patti. As we said at the top, you did not let me down. So I really appreciate the great insight that we had. And you’ve made a lot of great websites for our members over the years, so thanks for all your hard work on that.
PATTI WHITE: Thank you, Dan.
WILL SMITH: Digital Patti never lets anyone down.
DANIEL PARSCALE: Nope.
WILL SMITH: That’s her name around the office– Digital Patti.
DANIEL PARSCALE: OK, well we’re going to wrap up this episode of Reach. Thanks for listening in. Feel free to reach out to us at firstname.lastname@example.org with any ideas or questions, and be sure to listen to our next podcast by subscribing. Thanks.