NEWPORT NEWS, Va.—As owner and practitioner at N2 Eyes Comprehensive Optometry here, Nathalie Cassis, OD, FAAO, knows the challenges of connecting with new patients. In 2015, she invested in a new online marketing strategy with the help of leading eyecare website and Internet marketing agency, iMatrix. Their plan included two phases—build an improved website featuring custom video and then expand its impact with advanced search engine optimization (SEO).
Phase 1: The Value of Video
To make N2 Eyes’ new iMatrix mobile-responsive website stand out, the team worked together to create a short but compelling professional video that highlights the welcoming office, approach to patient care and testimonials. In addition to being embedded on the website homepage, the optimized video was networked across video sharing websites including YouTube and N2 Eyes’ social media accounts.
“I’m very happy with the website design and the video is a nice added feature,” said Dr. Cassis. According to website analytics, visitor traffic to N2 Eyes’ site increased by a whopping 56 percent in the two months following the video publication.
Phase 2: Content is King
With a focus on promoting specialty services including hard-to-fit contact lenses, Ortho-K and vision therapy, iMatrix’s SEO plan for N2 Eyes included unique, keyword rich content, optimized meta data, and a wide range of other tactics designed to increase the amount of organic traffic to the website and improve its ranking over time.
A large part of the campaign focused on creating custom content including dedicated pages and optimized blog posts for each service offering. The strategy behind these efforts was to position the website as an expert source of information by building its library of robust, keyword rich, original content.
Measurable ROI
While SEO is evergreen—meaning it takes time to have an impact, but that impact is long lasting—N2 Eyes’ website saw a marked improvement in traffic in just a short time. By the second month of the custom SEO implementation, the number of new patient inquires had almost doubled, according to website analytics. Currently, 10 months into the effort, this number has almost tripled, iMatrix stated.
iMatrix provides mobile-responsive websites and other online marketing solutions designed specifically for eyecare and health care professionals. More information on digital trends, including the features of a successful website, video or SEO, are included in an iMatrix free e-book titled “2016 Online Marketing Trends.”