SPARTANBURG, S.C.—Eyes on Henry, an optometry practice based here, faced the challenge of standing out in a competitive market with a large population of college students. The husband and wife team behind Eyes on Henry, Drs. Louis and Janell Martin, did not want to sacrifice valuable time they could be spending with their young family in order to manage their website.
“There is so much I do not know about SEO (search engine optimization), that if left on my own, I would not be very good about keeping our site up-to-date,” Dr. Louis explained. “The constant contact from my account manager and their role in updating, monitoring and working with the site is exactly what we needed to grow.”
The Martins and iMatrix started by building an optimized website, EyesOnHenry.com, which was personalized with photos, and a video, of the Eyes on Henry office. In order to target the area’s predominately young adult population, they utilized a targeted SEO effort to promote their services for contact lens exams and Lasik pre-treatment and after-care.
By strategically using keywords and other optimization techniques, SEO organically improves a website’s ranking in the search results over time. For Eyes on Henry, iMatrix optimized the site for a combination of unique keywords including “optical coherence tomography” and “keratoconus,” and more general, popular keywords, including “contact lens exam” and “glaucoma.”
After several months of SEO efforts, the website analytics dashboard was showing an increased amount of traffic, but Dr. Louis was not certain he was actually experiencing a comparable increase in new patient calls. In order to better track the results, iMatrix enabled a call tracking phone number that would only appear on certain optimized pages. In addition to tracking what marketing efforts were driving new patient calls, the call tracking feature also recorded calls so the practice could play back the conversations and review how calls were being handled.
Within one month of call tracking being enabled, the analytic reports showed a 20 percent increase in new patient calls that could be directly attributed to the optimization efforts.
“Call tracking was very helpful to see how traffic was finding us on the internet and how the website is being used,” said Dr. Louis. “I can now see that we are getting new patients from the website and that call leads have a much better chance of converting into a new patient than other forms of leads like a new patient email inquiry from the website.”
More information about online marketing is available in one of iMatrix’ free white papers, “Advanced PPC Practices: Getting the Most Out of Your ROI.” ()