Online Business X-Ray

Step 1 of 12

Thanks for getting this started. This first section is just the basics about you and the Maitland location so I know who I am working with and what I am looking at.

Your name(Required)

First Last

Your email(Required)

Enter Email Confirm Email

Your role at SoleScience(Required)

For example owner, marketing, operations, front desk lead.

The location we are X-raying(Required)

Confirm or correct the address.

Phone number(s) that ring for this location(Required)

You list two at Maitland, the clinic line and the Seigel's footwear line. Tell me which numbers belong to this location.

Website(Required)

Online booking link for Maitland(Required)

Your Jane booking page is fine.

How long has the Maitland location been open at this address?(Required)

How many Canadian Certified Pedorthists and other clinicians work out of Maitland?(Required)

How do new patients usually book at Maitland?(Required)

Phone call to the clinic

Online booking (Jane)

Walk in to the store

Referral from another provider

Other

What system do you use to manage bookings and patient records?(Required)

For example Jane.

Maitland is your flagship. It is a pedorthic clinic, a retail footwear store, and your orthotic lab all under one roof. These questions help me understand how the pieces fit together, because the marketing for a clinic visit looks different from the marketing for a shoe sale.

Which of these happen at the Maitland location?(Required)

Pedorthic assessments and custom orthotics

Gait analysis

Orthotic manufacturing lab

Retail and orthopaedic footwear (Seigel's)

Orthotic adjustments and servicing

Bracing and compression

Run clinics and education

Bike fit

Other

Roughly how is Maitland's revenue split between clinical services and retail?(Required)

Do you sell footwear or products online, or is retail in store only?(Required)

How seasonal is the Maitland business, and when are your busy and slow stretches?(Required)

Knowing this lets me plan campaigns around your calendar instead of reacting week to week.

How do most patients pay for their orthotics?(Required)

Private or extended health benefits

Out of pocket

WSIB or workers comp

Veterans Affairs

Other government program

Not sure

Do you direct bill insurers, or do patients pay and submit the claim themselves?(Required)

This is the most important section. Be as specific as you can. The clearer the goal, the easier it is to show whether the work is paying off.

What is the single most important goal for the Maitland location over the next 12 months?(Required)

What is the biggest frustration or problem at Maitland that you would want me to help solve?(Required)

If this works, what does a clear win look like to you six months from now?(Required)

More booked assessments, more footwear sales, better rankings, more reviews, something else. A number or a clear picture is ideal.

Which services or products do you want MORE of at Maitland?(Required)

Custom orthotic assessments

Footwear and retail sales

Bracing and compression

Run clinics

Referrals from doctors and physios

A specific patient type

Other

These become the priority targets for the plan.

Are there patient types, requests, or sales you would rather attract LESS of?(Required)

For example people only wanting the cheapest insole, or one off requests that do not fit the practice.

What are your 2 to 3 most profitable services or products at Maitland?(Required)

What keeps the lights on, and what do you wish you had more of?

A few quick numbers so I can frame everything around return on investment. Ballpark is fine, and these stay confidential.

Approximate annual revenue for the Maitland location (CAD)(Required)

Approximately how many new patients or customers does Maitland get per month?(Required)

How much are you spending on marketing per month right now, across all sources (CAD)?(Required)

Have you estimated the lifetime value of a customer?

Yes

I have thought about it but not calculated it

If yes, what is your rough customer lifetime value?

Ballpark is fine, for example $800 over 3 years.

Because you have a physical location in a real postal code, you have a built in advantage in local search. These answers tell me which areas to aim at.

Which city, towns, and neighbourhoods do most Maitland patients come from today?(Required)

Which additional areas would you like to attract more patients from?(Required)

What are the top 5 postal codes that matter most for Maitland?(Required)

The first 3 characters are fine, for example N5Y.

How far do patients typically travel to reach Maitland?(Required)

Where do most NEW Maitland patients currently come from?(Required)

Doctor or physio referrals

Google search

Google Maps and Business Profile

Word of mouth and patient referrals

Repeat and existing patients

Benefits or insurance directory

Social media

Walk by or retail foot traffic

Other

When someone searches your name or 'orthotics near me,' your Google Business Profile is often the first thing they see. Maitland has a wrinkle here because the clinic and the Seigel's store share an address, so I want to understand the setup.

For the Maitland location, do you have a verified Google Business Profile you can edit?(Required)

Yes, I manage it

Yes, but I cannot edit it

Not sure

You run both the clinic and the Seigel's footwear store at 627 Maitland. Do you have separate Google profiles for each, or one combined profile?(Required)

Is Maitland's Google profile fully under your control, or does it sit inside a host business or partner site?(Required)

Do you have a system for asking patients for reviews?(Required)

Yes, automated (software sends requests)

Yes, manual (we ask in person or by email)

Sometimes, not consistently

No system in place

What review tool do you use, if any?

For example Jane, GatherUp, Podium, or a manual email.

Roughly how many Google reviews does Maitland have now, and what is the star rating?(Required)

Do you respond to your Google reviews?(Required)

Yes, all of them

Only negative ones

Sometimes

Rarely or never

Do you know how Maitland currently ranks in Google Maps for terms like "custom orthotics London"?(Required)

Yes, and we rank well

Yes, and we do not rank well

I have never checked

Your website is the one asset you fully control. I want to understand how Maitland shows up on it and who is working on it.

Does the Maitland location have its own dedicated page on the website?(Required)

Yes, its own page

It shares a page with other locations

Not sure

In your own words, what is working and not working about the current website?(Required)

Who built and manages the website, and what platform is it on?(Required)

For example WordPress, managed in house.

Are you working with an outside SEO company right now?(Required)

Yes

If yes, what do they handle and how do you feel about the results?

Website admin URL(Required)

Usually something like yoursite.com/wp-admin.

Website username(Required)

Website password(Required)

Email is one of the few channels you own outright, and it works for both clinic reminders and retail promotions. These answers tell me what you already have to build on.

Do you currently send email newsletters or promotions?(Required)

Yes, regularly

Occasionally

We have a list but rarely send

No list yet

What email platform do you use?

For example Mailchimp, Kit, or sends through Jane.

Roughly how big is your email list, and is it clinic patients, retail customers, or both?

What have you sent in the past?

For example retail promotions, clinical education, run clinic announcements, seasonal offers.

Which other marketing channels are active for SoleScience or Maitland?(Required)

Facebook

Instagram

Google Ads

Google Local Service Ads

GoHighLevel or SMS

YouTube

Print or local ads

Run club or community partnerships

None

Other

Who manages your paid ads and social media right now?

In house, an agency, a freelancer, or a mix.

Knowing who you are up against locally helps me see where the gaps and the openings are.

Who do you consider the top 3 competitors for the Maitland location?(Required)

List the names and their websites if you know them.

Competitor website #1(Required)

Competitor website #2(Required)

Competitor website #3(Required)

What do these competitors do well, in your opinion?

What does SoleScience do better?

For example in house lab and fast turnaround, ethical provision, research background, the Fowler Kennedy relationship.

A lot of growth hides in what happens after the phone rings and after the first orthotic. These questions help me find it.

Do you track how many enquiries turn into booked assessments?(Required)

Yes, we track this

Not sure

What is your biggest challenge with phones, front desk, or no shows at Maitland?

For example missed calls, no shows, handling price questions, staffing.

After a first orthotic, how do you bring people back?

For example refits, second pairs, footwear, annual reviews. This is where a lot of repeat revenue lives.

To run the X-Ray properly I need view access to a few accounts. Add [email protected] wherever you can, and flag anything you need help with.

Google Analytics access(Required)

Yes, I have added [email protected]

We do not have Google Analytics set up

I need help with this

Google Ads access(Required)

Yes, I have added [email protected]

We are not running Google Ads

I need help with this

Google Business Profile manager access for Maitland(Required)

Yes, I have added [email protected]

I am not sure how

I need help with this

Last one.

Is there anything else about Maitland, the wider SoleScience group, or your goals that I should know?

No detail is too small. The more I understand, the sharper the X-Ray will be.