In the first three parts of this series we talked about why you need to blog for your dental website, the purposes of blogging for your dental website, and why fresh content makes a difference. Here in Part IV of this series of articles, I am going to talk about how to use the traffic generated from your blog posts to learn about your visitors, and hopefully bring in new patients. Note that some of the steps here will require the help of your web developer or SEO person, so instead of listing the technical steps, I’m going list what data you should ask for, and what conclusions you can make from the data. Generally speaking, most of the data you will need is available for free in Google Analytics.
And remember, the goal here is to evaluate your user engagement, and try to provide your visitors with the most relevant information. Doing so is a big part in converting these visitors from “visitors” to new patients.
The above three data sets aim to help you figure out if people like what they see (and read) when they visit your website, and learn what topics are of the most interest to these visitors. The remaining information below is not a data point, but a general explanation of the minimum features you need on your website to have the best chance of converting these interested visitors.
a) your phone number should be in the header and footer of all pages, and should be easy to find and easy to read (and clickable on a smartphone).
b) you should have a clearly marked and easy to access contact page (a contact form would be great, too!)
c) you should display your office hours on your contact page, and possibly in the footer, as well
d) you should have “Calls-to-Action” (CTAs) throughout your website such as “Call Now” or “Click here to schedule a free consultation”.
e) you should especially focus your CTAs on pages with the highest level of user interest
Having now read all four articles in this series, I hope that you now have a better understanding of how blogging on your dental website –even once per month – has the potential to easy (and very inexpensively) drive traffic to your website, and new patients to your office.