Summary
The video discusses the critical role of websites in online digital marketing, particularly for acquiring new patients in a medical or service-based practice. It emphasizes that a website’s main purpose should be performance-driven, focused on generating tangible results rather than merely existing as a static or content-heavy presence.
Key Insights
- Websites must be results-oriented, designed to help consistently attract patients.
- There are various approaches agencies use to build websites:
- Some prioritize SEO-heavy sites with many pages and extensive content.
- Such SEO-focused sites often become bloated and ineffective, as much of the content is rarely seen or read.
- SEO rankings represent only a small fraction of effective online marketing today and are no longer the primary focus.
Advertising as the Core Driver
- Advertising is the most powerful tool to scale patient acquisition quickly and reliably.
- Websites should be optimized to work seamlessly with advertising campaigns:
- The website’s design—including headlines, content brevity, layout, and structure—should align with advertising goals.
- Optimizing primarily for advertising platforms rather than traditional desktop browsing metrics is crucial.
- Advertising offers leverage and control that other strategies, like branding and persona development, may not immediately provide.
Longer-Term Strategy Beyond Advertising
- Although advertising is effective, it has drawbacks:
- It relies heavily on third-party platforms, which can become costly and less reliable over time.
- Increasingly, consumers are avoiding ads (e.g., 52% of Americans use ad blockers), shrinking the reachable audience.
- Building your own platform and increasing your practice’s intrinsic attractiveness to patients is a more sustainable, meaningful approach.
- This includes efforts like branding, differentiation, creating personas, and fostering word-of-mouth growth.
- Such strategies create lasting assets that reduce dependence on paid advertising.
Recommendations
- When developing or redesigning a website, prioritize:
- Integration with advertising efforts for immediate patient acquisition.
- A clear, concise, and advertising-friendly structure.
- Consider learning about branding and differentiation for long-term growth through the referenced course.
- Avoid making your practice dependent on advertising platforms; instead, build your practice to serve itself.
Quantitative Data
| Statistic | Detail |
|---|---|
| Percentage of Americans with ad blockers | 52% |
Conclusion
A high-performing website is indispensable for digital marketing success, but its true value emerges when it is designed to complement advertising strategies. While advertising currently offers the best leverage for acquiring patients on demand, practices should aim to build their own platforms and patient attraction methods to ensure sustainable, cost-effective growth in the future.
Key takeaway: Build a website that plays well with advertising to scale quickly but simultaneously invest in branding and organic patient attraction for long-term resilience.
00:00:00
Let’s talk a little bit about websites. It’s one of the most important things you can do when it comes to online digital marketing and it’s one of the first places that we start off whenever we get a new client. So, there’s a lot of talk recently about websites that are performance-based, you know, salesoriented websites, resultsoriented websites, and that’s good and all. You should have a website that is performing for you. In fact, that should be the purpose of your website, something that is serving to
00:00:28
continually help you get patients. But what we find is we find a lot of different approaches to accomplishing that same purpose. So a lot of different agencies will take different approaches to accomplishing a website that helps you get new patients. And that might look like a agency or whoever who is building a website that is optimized for SEO, let’s say, right? So, you get this website that has a ton of pages that people are never going to see. Um, a ton of content that people are never going
00:00:58
to read through. And what you have is this big bloated mess that helps you with rankings. Sure. But keep in mind that rankings is like a tiny tiny fraction of the entire online marketing um equation. Now, it it’s it’s just been um it’s no longer prioritized, right? So what approach are you taking when it comes to actually creating a website that generates results? So when you ask that question, what ends up happening is you realize that advertising is becoming the last refuge for people who want to scale new
00:01:34
patients at will without having to go through the process of, you know, branding, differentiating, um, like creating a persona and optimizing for that, which is well and good. You very much should do that. And if you’re interested in that, we have a course. But if you want to take the shortcut, if you want to get patients on demand and leverage this website to help you with that, then it’s going to be advertising. Like hands down, nothing else is going to give you the same level of leverage
00:02:01
as advertising does. So once you understand that that the purpose of the website is to play well with advertising, then everything changes. Then it dictates the headline. It dictates how you’re going to show up. It dictates the brevity of the content, the layout, the structure, and everything. What you optimize for, right? Some people, you might say like, “Oh, we optimize for desktop or whatever.” Like, but advertising is where it’s at. And you look at the advertising numbers, and
00:02:30
that’s really what you optimize for. So, all this to say, websites very important. If you’re looking to get one, look to get one that is working, that is going to play well with advertising. It’s going to lead you to so many good benefits down the line. It’s going to help you um scale up. It’s going to help you get more patience. Um yeah, and if you’re interested in getting away from advertising, advertising has its own pitfalls. Like platforms have made it such that advertisings are now the only
00:03:01
way you can get leverage and grow. So now we have to play outside of the realm of leveraging other people’s platforms. you have to start leveraging your platform, increasing your attract your level of attractiveness to patients. And if you’re interested in that kind of work, which trust me, that is more meaningful. Um, it’s cheaper. It will help people align to you. You’ll create word of mouth. You’ll start building these lasting assets rather than relying on advertising for the long run, which
00:03:28
can really um de or increase the amount of costs that it costs you to get patients. as more people and more people start relying on advertising. Um, people are opting out of advertisements, like 52% of Americans have some sort of ad blocker. Um, so we’re advertising into a pool of people that is growing smaller by the minute. If you think about it, like h like the entire market, half of them is just unavailable to you. Um, so yeah, while your website should serve advertising, don’t make your practice
00:04:01
serve the advertising platforms. Make your practice serve itself. Um, check out the course and I’ll see you guys in the next