When you’re just launching your sleep-focused company, you may struggle with marketing. You’ve got limited time and budget, and it’s difficult to allocate resources to build your client list and your reputation.
But the truth is, you must pay attention to Search Engine Optimisation (SEO) if you hope to ever grow your business. The good news: optimizing for search can be simple, and small changes can have big results.
Most marketers know what SEO is, but there’s a tendency to overcomplicate the matter. Your goal is to demonstrate your expertise so your customers/patients discover you — and buy your sleep products/services.
Strategies to quickly boost your search rankings:
Plain language: Instead of using any industry jargon, focus on using plain language. Keywords are a prime topic in SEO, and those reflect plain language searches that consumers conduct. Use language that your ideal customers would use when trying to solve a key problem. This focus will ensure the content is clearly written and contains meaningful keywords.
Descriptive title tags: This text tells people what the page contains. These tags are an important part of SEO and help with ranking. Visitors will see it in their search engine results page (SERP), or when they hover over a tab. The title tag text should clearly indicate what your company provides.
Effective homepage: Your homepage must be more than a “pretty face.” Design is important, but your homepage must also work for you — as it’s often the most visited page, and the page with the most backlinks. When people land on that page, they must have something to do.
Beyond basic information about your business, your sleep-focused homepage should provide people with reasons to explore your website. That’s where SEO is valuable. You can hyperlink words (called anchor text) that feature keywords; these keywords reflect what people will see when they click the link.
You also need a “call to action, or CTA”, which is text on a hyperlinked button that says “Learn More” or “Contact Us” — which the consumer clicks. That button on the homepage can lead to great results.
Focus on users, not search engines: While your goal may be to optimise for search, you must do that by focusing on real people. Your website must be useful for them — as they are your customers.
When you optimise your website, you make your website, your products and services available to real people. That requires using clear language and creating valuable content they can understand — which will yield the best results.
Overwhelmed? Let us handle the details
Somnowell Marketing has a team in place to professionally create and execute your sleep industry marketing and patient communications campaigns. Web content, SEO, landing pages, ads, emails, messaging, blogs, social media — they can handle it all, taking the burden off your shoulders. The information is always from respected sources, and will dispel any misinformation. Your marketing, website, online content and social media posts are an investment in your practice’s reputation — and that’s undeniably priceless.