Wisconsin Foot Center came to me with a clear digital marketing challenge – they wanted to increase online visibility to patients in their local area and generate more new patient appointments.
They believed that issues with their clinic’s online presence were holding them back and that a lack of visibility in Google search results made it difficult for potential patients to discover them and their services.
As I worked to identify the cause, I learned that for WFC to appear for podiatry specific keywords, we needed to focus on the local communities they serve. Local SEO, Google Ads, and Online Reputation all needed to be improved so that their clinic would show up more often when patients are searching for foot & ankle care.
This approach would provide the best opportunity to increase their clinic’s online visibility for relevant searches, attract potential patients, and ultimately increase the number of patients scheduling.
The process was to fully evaluate Wisconsin Foot Center’s website, Google Ads account, Google My Business profile, and competitors for relevance and visibility for podiatry keywords that lead to patient appointments.
An in-depth examination was undertaken to determine precisely why Wisconsin Foot Center did not see the results they wanted.
- The Local SEO gaps included low online visibility for search terms like “podiatrist near me” & “foot doctor near.” Difficulty competing for brand keywords (Wisconsin Foot Center, Dr. Marso, etc.) with online directories and websites like Yelp and HealthGrades.
- Google Search Ad errors were leading to wasted marketing dollars on informational search terms that didn’t generate patient appointments.
- A lack of Patient Online Reviews was leading to missed opportunities for the clinic to extend their clinic’s reputation and build trust with potential patients.
Once a thorough audit was complete, I was able to begin improving Wisconsin Foot Center’s online visibility. First, we addressed two issues where they lagged behind other local foot and ankle care providers– Local SEO (Local Search Engine Optimization) and Google Search Ads.
Wisconsin Foot Center was having trouble showing up high in Google search results in the town and surrounding areas. A full build-out of their Google My Business account included better photos and a more detailed listing of their services and conditions they treat. This approach led to becoming more visible in Google Maps and other important Google properties.
Next, it was important for Wisconsin Foot Center to show up for podiatry related searches in nearby zip codes. So “Areas We Serve” pages were created on their website that helped their clinic appear when potential patients search in neighboring communities.
For their Google Search Ads, I was able to rebuild and optimize campaigns focused on finding patients ready to schedule appointments. Their previous campaign structure focused on informational searches that led to a lot of clicks and money being spent but very little additional revenue.
The third piece of our approach to increase online visibility is Online Patients Reviews. Positive patient reviews tell other patients that you are trustworthy, and they serve as a digital form of “word of mouth.”
When I started with Wisconsin Foot Center, they had a total of 11 patients reviews on Google. By implementing a system and software to request, collect, and respond to reviews, they were able to add 115 more over the course of the following 12 months and have a 5-star rating.
✔️ Increased new patients visits by 383%.
✔️ Increased online patients reviews by 1100%.
✔️ Decreased wasted ad spend by 57%.
✔️ Helped make Wisconsin Foot Center gain online visibility in Milwaukee.