Frequently Asked Questions About the Best Website Design and Marketing for Attorneys, Doctors, and Other Professionals
Below are some questions many clients have when they first contact Foster Web Marketing about the online marketing world.
The questions below may address many initial concerns you may have. If you don't find your answers here, you should contact us for answers to any questions specific to your firm.
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What is "pogo sticking" and what does it have to do with my website?
Many people think that bounce rate and pogo sticking are the same thing, but they aren't. I like to think of pogo sticking as bounce rate's devious cousin; they are related, but bounce rate is the one that will get you in the most hot water with the Internet's version of your mom: Google.
Definitions of Bounce Rate and Pogo Sticking
To understand pogo sticking, we need to understand the differences between bounce rate and pogo sticking:
- Bounce rate: Bounce rate is defined as "the percentage of visitors who visit a single page on a website." A high bounce rate isn't always bad, as it can mean that while the visitor didn't travel deeper into a site, he did spend some time on the page and get an answer to his question. He may have bookmarked the page or shared it on Facebook, but since he didn't read more, it constitutes a bounce.
- Pogo sticking: Pogo sticking occurs when a user performs a search, clicks on a result, very quickly clicks back to the search result page, and clicks on a different result. This type of behavior is a direct result of immediate dissatisfaction in the search result, and—unlike bounce rate—pogo sticking is always a bad thing.
The Dangers of Pogo Sticking
Google hates pogo sticking more than high bounce rates, as pogo sticking happens within the first five seconds of viewing the page. This indicates that your website isn't doing a good enough job of answering the questions people are asking or that the page was so bad they didn't even bother reading its content. If you have a lot of people pogo sticking on and off your site, Google will notice, and they will penalize you.
Common Causes of Pogo Sticking
Pogo sticking is caused by immediate dissatisfaction with some aspect of your website. But there are lots of things that could go wrong in those precious five seconds, so determining exactly what's wrong with any given page can be a challenge. To help you get to the bottom of the problem, here's a list of the most common causes of pogo sticking:
Content related causes:
- The content doesn't match the title or meta description. (Title promises: "The Scary Truth About Parking Lot Accidents and Children," but the article is about rollover accidents.)
- The content is spammy. (Title promises: "Five Tips to Winning Your Car Accident Case," but the article is one paragraph and has a keyword-stuffed call to action.)
- The content doesn't match the site's focus. (An article about gluten-free baking on an attorney's website.)
- The content is loaded with grammar and spelling mistakes.
Non-content related causes:
- Slow page loading time.
- Videos that auto-play.
- Too many pop-up windows.
- A confusing or outdated design.
- Lack of usability.
If you're concerned about your website's performance, we can help you determine exactly what's affecting its success.
We want to give you the tools you need to fix your site and exceed your goals so we recommend that you request your free website analysis and read our in-depth article on performing a content audit. These tools will cost you nothing, and could very well be the key to finally realizing your dream of running a highly successful business.
Is it a good idea to delete old content from my website?
Deleting old content is an excellent way to improve your site, boost your rankings and provide a better user experience—but only when done the right way.
Identifying Unwanted Content
Before you begin the deletion process you'll need to determine which pages need to go. This process can be daunting, but it's necessary to the success of your website clean-up efforts. Your first step is to identify all the pages on your site that haven't been viewed in a year or longer. Once you have your list of neglected content in hand, you'll have to decide if the content on the pages is worth saving or not.
In general, if a page hasn't been viewed in a year, if ever, it's a safe bet that nobody is ever going to need the information in the content. However, before you delete unviewed content, ask yourself the following questions:
- Is the information in the article relevant and timely?
- Is the content unique?
- Is it stuffed with keywords and little to no real information?
- Has it been modified before and still isn't performing well?
- Are page views extremely low?
If the answer to any or all of these questions is no, then it's probably a good idea to delete the page. But before you begin deleting left and right, know that there is a right and a wrong way to delete bad content. If you do it right, Google will reward you. If you do it wrong, your SEO rankings could take a serious hit.
The Proper Disposal of Unwanted Content
The most important thing to remember when deleting content is this: Never ever delete without implementing a 301 redirect. It doesn't matter if you don't think anyone will ever find the page, you must redirect traffic. Period! If you fail to do so, anyone who happens upon the deleted content will be shown a 404 error page. Now, 404 error pages don't just undermine confidence in your abilities; Google hates them. If you have too many 404 error pages your site will under perform.
If you're using DSS, implementing a 301 redirect is simple. We have built an automatic redirect into the page deletion process. This way you're reminded to pick a relevant page to redirect to each and every time you delete a page. If you're not a FWM client, then you'll need to get with your webmaster and ensure that each deleted page is properly redirected.
When redirecting, choose carefully. Proper redirection means linking the deleted page to the most relevant topic possible:
- First choice: Redirect to a relevant related page.
- Second choice: Redirect to a relevant practice area page.
- Third choice: Redirect to an associated overview page.
Under no circumstances should you link to your home page. Google doesn't like this and neither will website visitors. What they're looking for is information that answers their search query. So if they search for "Why my bunions hurt when it rains?" they should, at the very least, find information about painful bunions.
And one more thing: you'll need to repeat the 301 redirect process each time you delete a page. There is no quick fix here, no way to delete and redirect 10 pages at a time.
Is it Tedious to do a Content Audit? Yes. Worth the Effort? YES!
Don't let the process of identifying bad content and deleting it intimidate you. Deleting irrelevant, unviewed content may be painstaking, but it's pretty much guaranteed to boost your search engine rankings and improve user experience.
Just like all white hat, ethical SEO techniques, there is no silver bullet to ridding your site of old content. So dig in and get it done; the sooner the better! Once you have removed the bad content you should be left with only great content that attracts more business.
If you'd like help better understanding this process, call 888-886-0939.
How do I write website content that will attract new business from my ideal clients?
You can choose not to pay attention to grammar. You can also choose not to have clients or customers. It turns out that, very often, those choices go hand in hand.
Of course you don’t want to appear stiff, stuffy, or overly formal on your website. But a “casual Friday” approach to writing means taking off your metaphorical necktie, not showing up dressed for a college frat party. You can (and should) adopt a friendly tone when addressing your readers. At the same time, you must always bear in mind that keeping a professional face on things means maintaining a layer of reserve. Close attention to spelling, grammar, punctuation, and usage is an important step in that direction.
Choose a Tone that Will Resonate With Your Ideal Clients
We don’t like to talk about social class in the United States. Nevertheless, it’s important to recognize that members of different socioeconomic classes will react to your website message in distinct ways. Properly shaping your message will allow you to attract the clients and customers you want the most.
For many highly skilled service providers, the ideal client is a member of the upper middle class or above. This population is accustomed to and comfortable with seeking advice from professionals—and they can usually be trusted to act on the advice they receive. They tend to be better educated, wealthier, and more cosmopolitan. They are often active learners who can partner effectively with you as a patient, law firm client, or service customer.
People with lower socioeconomic status may also have critical service needs that you can address; indeed, they tend to have more desperate needs for your services than your optimal customers. At the risk of over-generalizing, these prospects are often less appealing as clients, if only because they demand so much more of your time. They are more likely to be suspicious of experts and authority, and this means they might resist your advice at critical points. They are often insular and less educated, and so may not have the background to evaluate their situations or your instructions.
And yet they are sensitive to being patronized. Your attempts to dumb down your professional website won’t earn you favorable attention. Instead, your potential lower-class customers will feel that you’re mocking them. Your “good ol’ boy” pose will strike them as false—a poorly masked form of snobbery.
In the meantime, your upper-class prospects will be unimpressed by your ungrammatical writing style. Some will think you’re just lazy, or that you farmed out the writing to someone who may not be a native English speaker. Some will think you’re simply incompetent. None will be encouraged to stick around.
Informal Writing for Professional Websites: How Far Is Too Far?
So, as a rule, stick to following the formal rules of grammar and allow your warm, familiar tone to engage readers.
But you can also earn the right to throw away the most rigid rules, now and then. Once you have proved—by producing lots of great content—that you have mastered grammar, you can occasionally bypass the rules. Use “who” instead of “whom.” Split an infinitive, if rewording the sentence would sound awkward. Oh, and sentence fragments! Sentence fragments can really add punch to a paragraph, when they’re used as a rare and exotic spice.
Some things should remain out of bounds for any professional website, of course. No swearing. No instant messaging abbreviations. No emoticons. If you’re at all uncertain, then favor the conservative, classic approach. But if you want the option to be less formal at times, then earn the right to do so by first demonstrating to your readers that you understand the rules and that you’re deliberately choosing to flout them.
Need more specific guidance? Our professional content writing and editorial services are always ready to advise you on an informal, relaxed approach that will win over your online audience and make you a local celebrity for your expertise and wit. Call 888.886.0939 for a FREE evaluation of your current website content and a game plan to get you the clients or customers you want to see.
Are video testimonials better than written testimonials?
Yes, video testimonials are better than written testimonials. It has been shown, time and again, that video testimonials perform better on websites, converting at much higher rates than written testimonials. But why?
Easy Isn't Always Best
Text-format testimonials are much easier to gather and display, I'll give them that. However, this is exactly why they are often perceived as disingenuous. To a wary buyer, there is no proof that you didn't invent a testimonial and post it to your site. The problem is compounded when testimonials are anonymous or initialed. Without details, such as a photo, title or company, these testimonials can be seen as manufactured—even if they're legitimate.
Video testimonials, on the other hand, are harder to fake, and thereby can appear more powerful. They add a feeling of authenticity that text and even audio reviews don't provide. Video clips of clients, customers, or patients show prospects that other people—people who may even look like or sound like them—are satisfied, perhaps even thrilled, by your level of service.
Addressing the Needs of All Learners
Just as teachers need to find out how each of their students learns best, you need to figure out how your audience best absorbs information. We often stress the importance of knowing your perfect client, and testimonials are no exception. While video is often consumed better than text, it doesn't mean that every single person prefers video. You need to determine what your ideal customer or client likes, and then test the theory. Running tests on the effectiveness of video vs. text testimonials will give you a clear picture of what works—and what doesn't.
If all of this seems a bit overwhelming, we can help. Our team can assist you with any and every part of the testimonial process. From shooting the videos to loading them and running tests, FWM has you covered. Call 888-886-0939 today to see how our team can help you make the most of your marketing dollar.
I'm so overwhelmed. How am I supposed to find all of the mistakes in my local listings and fix them? HELP!
I've got a bit of bad news. As you feared, it's not as simple as it should be to find mistakes in your local listings and clean them up. Is it possible to do so? Absolutely, and we will show you how in this article. But is it an easy, ten-minute task? No. However, with a little perseverance and patience, we have faith that you can do it. Here's how.
To clean up your local citations, we suggest that you use the following websites:
- Yext. Yext is a fantastic service that finds everywhere your business is listed. This can be a long, long list. In addition to just finding your local citations, Yext will scan all of these listings, showing you everywhere there is incorrect information, missing citations, or missing information. This includes mistakes in your phone number, address, and business name—all of which are crucial to the success of your local listing.
- Whitespark. If your local listings are correct, but you don't feel you're doing enough to take advantage of local search, try using Whitespark. This service will find new, niche-specific local citation sources that you aren't taking advantage of. It will also give you links to your current listings, allowing you to ensure the information found there is correct.
Once you find any mistakes in your local listings, it's time to fix them. Some of the fixes can be as simple as logging into your account and changing a "5" to a "7" in your phone number, but others will be much harder to correct. It can mean contacting each host of the listing sites where your information is wrong and getting them to fix it. And while doing so is possible—we do it all the time—the process can be lengthy and daunting.
There Is Good News, Too
The first bit of good news is that you know what local listings are, and you recognize how important they are and want to ensure that you're getting them right. Huzzah! Also, you have come to us for the answers. At Foster, we are experts at creating and fixing local listings. We love digging into your listings, cleaning them up, and then watching as your local traffic goes through the roof. Seriously, what could be better than that?!
The other good news is that you now have the answer to your question, and you have a choice: go it alone and fix your local citations by yourself or enlist our local-citation cleaning team to help.
If you'd like for our team to take care of your local listing for you—be that creating a new listing, cleaning up a current listing, or helping you change your location—we'd love to help. To get going, just call 888-886-0939, and a member of our SEO team will help you make the most of local search.
What are local citations, and why do they matter?
Local citations are other websites on the internet where your business name, address, and phone number are listed. Back in the day, the only place you had to get your local listing right was the Yellow Pages. Now, your listing is scattered all over the internet and, when incorrect, has the potential to snowball into an avalanche of misinformation and missed opportunities.
How the Local Citation Snowball Gets Rolling
The three big names in local search are Yahoo, Bing, and Google. However, there are many other sites that pull your information from the big guys and one another. So if your information is incorrect on any of your local listings, it's likely listed incorrectly on multiple sites.
When this happens, your listing and your local SEO efforts could be buried under tons of incorrect listings, suffocating your local search power and threatening the life of your practice.
I'm Listed Where?!
Local search is a big deal, so there is a good chance that your information is listed in more places than you know. To find out where your practice is listed, we suggest using the free website Yext. Yext will scan local listing sites and let you know where—and how—you're listed on each of the 50 most popular sites, apps, and maps.
This handy tool can help you find any mistakes in your listings. However, it will be up to you to correct mistakes everywhere your local citations are incorrect. If there are many mistakes across many sites, this can be an extremely time-consuming process.
Another way to check your local citations is to request our free website audit. We will check to see if your local citations are correct and, if they're not, can take over the process of repairing all your listings.
No matter how you get it done, get it done. Incorrect local citations have a huge impact on your local SEO power, affecting your local marketing efforts more than you know. For help digging yourself out, call 888-886-0939 today.
What should I look for in a live chat provider?
When looking for a live chat provider, it's wise to use caution. Live chat has quickly risen in popularity, and too many providers are trying to get in on the game—even if they have no idea what they're doing.
How We Picked Our Recommended Live Chat Provider
At Foster Web Marketing, we recommend the live chat company Ngage. To find the best live chat option for our clients, we vetted many possible companies, and we would like to share the top three deciding factors we used to choose a live chat provider:
- The company must test constantly. A chat provider should spend much of their time testing the effectiveness of their product. They should be on the lookout for issues with their product and alert you when they believe that changes should be made. Example: Ngage was running tests on the optimal pop-up times for the chat window. They found that decreasing the pop-up time led to a 10 percent increase in chats. This led to changes in pop-up times for all of their clients, and we reaped the benefits.
- They must listen to their clients. Your live chat provider may be the best in the business, but if they don't listen to their clients, they aren't doing their job. The company you choose to run the live chat for your website should be receptive to your opinions and willing to work you with on a solution. Example: When we expressed concern over the size of the live chat pop-up on our mobile site, Ngage worked with us to make it smaller. This met our needs and tested well—problem solved.
- They should provide you with chat transcripts in a timely manner. It's important that you know what's going on when people use the chat feature on your website. Top-notch live chat providers should make every single chat transcript available to you. This allows you to see exactly what questions site visitors are asking and ensures that the live chat operators are answering them to your satisfaction. Example: In DSS, we have a built-in feature that allows you to view all live-chat transcripts. For those who don't use DSS, the company emails transcripts to their clients.
We hope that our experience in choosing the best live chat provider for our company will help you find the best provider for yours. If you're interested in adding live chat, please call 888-886-0939. We would love to speak with you about the power of live chat and its importance in improving your website’s conversion rates.
What Is an Email Drip Campaign?
While it sounds like a nickname for your sick toddler, a drip campaign is actually a marketing technique that can improve the health of your overall marketing plan.
An email drip campaign, also known as a follow-up or back-end campaign, is a series of correspondences you send to those who request your free offer.
The most effective follow-up campaigns don't rely solely on emails—a common mistake many doctors and attorneys make. Instead, they vary greatly and can include:
- Mailed letters
- CDs of an interview you did
- DVDs of you speaking at a professional event
- Invitations to your yearly charity event or community function
Ideally, you should send at least 15 types of correspondence over a seven month period, which means reaching out every other week.
After the Email Drip Stops
Once your follow-up campaign has run its course, it's important to stay on the minds of your audience. The best way to do this is to continue to send out a monthly newsletter via snail mail or email.
Also, if you've done it right, there's a good chance that those who have been getting your follow-up campaign materials have chosen to follow you on social media. This means you will continue to be on their minds long after your last follow-up campaign letter comes in the mail.
If your law firm or medical practice doesn't have a drip campaign, I suggest you begin to implement one as soon as possible. We find that follow-up campaigns for attorneys and doctors significantly increase the success of their free offers.
For more information on how our marketing team can help you implement a conversion-boosting follow-up campaign, call 888-886-0939.
We can take over the process or show you the best way to create and deliver your custom-built free offer and follow-up campaign.
How can I improve my marketing and get better quality patients or clients?
Stop marketing to clients or patients that you don't like dealing with. By identifying your less-than-ideal patient or client type—and focusing in on your ideal—you'll be able to get more of the cases and clients you want. To begin, we need you to get a little mean.
Who Were Your Least Favorite Clients or Patients?
It may seem like bad karma to focus on the bad, but to get a better idea of how to market to your perfect patient or client, you have to know who you don't enjoy working with. Here are some specific examples that we've gotten from clients. Do any of these sound familiar to you?
- Personal injury attorneys: Personal injury attorneys usually have at least one type of case or client that they're tired of taking on. Minor car accident injuries, people without proper insurance coverage, and those who overstate their injuries are all examples of less-than-ideal clients.
- Plastic surgeons: Every doctor has procedures or patients they'd rather not deal with, and plastic surgeons are no exception. Examples of this include invasive face lifts, patients who pay with credit, and patients who are extremely high maintenance.
We often speak with clients who complain that they only get cases they dislike. And while we would like to blame this on their local market, the truth is that they have brought it on themselves.
They have been marketing to a too-broad audience or, in many cases, to a demographic that they don't particularly care for. Why? Because they think it's the only way and that they must take on clients or patients that aren't fun or profitable.
Stop Selling Yourself Short
It's time to stop settling for second best. It's time to take the future of your practice into your own hands by defining your perfect client or patient and marketing directly to this person.
For help narrowing down exactly who this is and how to market to them, call 888-886-0939. We know how to help busy professionals build a practice with quality clients and patients that they love to work with. You can enjoy your job again, and we can help.
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