The success of my online marketing services is dependant on my client’s business model.
If your business is on the rocks, SEO and Adwords cannot really dig you out of a hole.
Business model is everything.
Rather then talk fluff, let’s talk about two scenarios based off some real world examples I recently reviewed:
client a) dentist, each lead is worth about $500 to him, self employed, one location, typical clients intent is to buy, customers repeat purchase. $500k revenue per year.
client b) private tutor, leads are worth $100, offers in home tutoring service, requires more new leads then returning customers. $85k revenue per year.
Now, dentist vs anything is pretty unfair, but you get the idea.
The point is that both of these businesses can spend $10,000 on Google Ads and SEO over the next 12 months and see differing results.
Due to client a’s business model, they’ll see more revenue growth, each customer is worth more, each phone call is worth more and being based off repeat customers means the business can discontinue advertising after 6-12 months, and rely purely on return customers, word of mouth and organic SEO.
Unfortunately client b) needs to keep running adwords, each job is worth less, and you need new customers.
This is a black and white example, so what about businesses that are doing “well enough”, will SEO and Google Ads work for them?
Let’s say you own a profitable business and you’re able to page yourself a salary of $80k-$120k, can you leverage SEO or Google Ads to earn even more?
The short answer is yes, providing you setup everything correctly.
In terms of Google Ads, you should run a very targeted campaign to your highest paying services. Here’s some examples
* If you’re a physiotherapist- Use Google ads targeting large scale contract providers. Don’t use ads to acquire single patient visits.
* If you’re a builder – target bigger projects, like commercial and industrial works, forget cheap residential stuff.
* If you’re a new business. Use Google Ads to target your local area, use them for 6-12 months to build brand awareness, work very hard to take care of each customer.
In terms of SEO. It’s similar to the above in that, you should align your efforts with the gold. Meet with your SEO provider, and go over your services and allocate a percentage value for them to work on. For example, you may own a large fitness studio. Ask them to work on
Physiotherapy services = 60% (most income)
Class intake = 20% (recurring revenue)
Single memberships = 10% (not that valuable to business but still a core requirement)
Other services = 10%
There’s no point engaging in Google Ads or SEO and targeting your cheap services, or allocating an even amount of effort to all your services.
So, in summary, “blanket SEO and Google ads” are probably a bad choice for most businesses on a budget or bringing in under a million a year in revenue. So for most businesses, you need to focus your advertising to a very specific audience, opposed to a more broad approach.
Spend your efforts wisely.
“If you were to choose one, instagram, facebook, google or youtube ads, which would it be?”
My answer would be….”It’s not a huge deal, focus on acquiring ONE customer, and service the crap out of them, so they become your next marketing tool”. As you know, word of mouth and referrals are much better leads than any internet traffic.
One customer can be the catalyst for 10 or more.
Let’s assume you’ve searched and looked at reviews and have a shortlist of SEO agencies.
Reporting of work performed
Conversion focused, not keyword focused
Higher price tag (you know when they are expensive it’s good for you)
“Hey, my business XYZ needs SEO, can I ask a bit about your service?” If they are serious they will load your website and have an open chat with you.
The agency should touch on
Ask them these curly questions:
See if they sway.
To seperate the chaff from the grain:
Since they’ve had a bit of time to analyse your business, they should bring a little bit to the table, ie:
From here, you should have a pretty good idea in your head who to choose. Just remember, the project must focus on conversions as the success metric.
I recently had a client with a fairly poor performing website made on Wix.
Wix is hosted in the USA, meaning, it’s very slow for website visitors in Australia. Personally, I dislike Wix very much, because it appears cheap at first – and many small business owners are tempted by its simplicity, soon enough they run into problems and unforeseen costs.
In this blog post I’ll show you exactly what I’ve done to re-design the site, so now people actually enjoy using it, it’s literally 10x faster and makes loads more sales.
The client of mine is a local florist in Newcastle, Australia. They are a duo of hard working people that are exceptional florists and love what they do. They provide daily delivery of flowers around town, and are looking to expand in the form of affiliates and floral catering for larger events.
Free business tip : Model your business around LESS clients paying MORE, opposed to the opposite.
This is what their home page looked like before
Actually, it’s not bad at all. I think the hero image could be slightly more impressive and the space could be used a bit better, design is fairly personal, but overall the owner did exceptionally well. Let’s overview the problems of the site:
If you don’t know what “bounce rate is”, it’s basically a measurement of how many people visit your site, and whether or not they take an action.
If you have Google Analytics added to your site, you can see your bounce rate.
You can see in the above photo, 62.07% of people are visiting the site, not taking any action, then leaving the site. I’ve seen this site with a bounce rate of higher than 70%.
A high bounce rate and low session duration usually suggests your website is either slow, not satisfying someone or un-engaging, or a mixture of all three.
My site currently has a 45% bounce rate and a 6 minute average duration.
The website was loading in around 8-12 seconds, in this day and age, we give websites a 1 second chance to captivate our attention.
Why is fixing the speed the most important thing?
If your website is slow, everyone will leave, and never return. They don’t care that your product or service is awesome.
More importantly, if you’re using paid ad to drive traffic to your site, and your site has poor performance, you’re just wasting your cash.
How do you fix speed issues?
In one of my earliest blog posts, I describe how you can do a ping test, so you know how fast your site is.
So, if your site is hosted in a different country, when people visit your site, their information is literally travelling across countries and sea floors. If you’re site is hosted locally, your visitors are connecting to a server close to them, and it’s usually over 10x faster.
You need to use Australian hosting (or hosting, in the country that you are from). I personally use Media Fortress for all my hosting, I’m not affiliated with them (yet), they’re an awesome company that take care of all their clients.
Like I said, the owners did VERY well for their first website.
What can we improve upon?
Conversion focused design – The page needs to offer more VALUE, to turn visitors into customers. So I’ve written extremely interesting content throughout the site
Did you know there is a species of orchid that blooms at night?
Do you know how or why flowers get their color?
You get the idea, lots of content that proves to people they’re professionals in the florist game, and include many more call to action buttons.
There’s even a bird that gives you information as you scroll through the site.
Do you have an existing website that looks decent, but you can’t quite figure out how to make it look professional?
Follow these design principles:
Structure is essentially the pages on a website and how they are layed out. It is important for both users and search engines, for your site to have a good structure. The existing site was very basic and had little content, so I’ve expanded upon this.
Old website structure:
New website structure:
Now, each page is filled out with a very well written 400-1000 words of salient information for readers with many opportunities to buy or connect with the business.
The idea here is to attract searchers looking for “wedding flowers” and “flowers in lake Macquarie” etc to improve the chances searchers find my clients’s website.
So now we’ve addressed speed, structure and a conversion focused design. Let’s take a look at the new website: https://www.wildelegance.com.au/
As you can see, it’s simply gorgeous now. However more importantly, it’s loading in one second, and it’s impossible to miss the call to action or contact buttons.
I’ve also implemented a “One click order” button to reduce friction for purchasers. If someone can’t be bothered filling in the form, they can call the florist at the touch of a button within the same page.
And that’s it! I just made the site go live, In a few weeks I’ll update this post to show updated statistics on bounce rate, conversion rate and average time.
How’s your website doing? Do you know how many visitors lead into customers?
A lot of businesses are burned by Adwords and never come back.
With rising cost per click prices and complicated systems, it’s very easy to toast a marketing budget quickly.
It doesn’t have to be that way, even in 2018, there’s ways to run Adwords cheaply and allow your dollar to go further.
There’s a few Adwords settings I’m assuming you have in place.
During the first month or so it’s important not to over-optimise your account. Actually, in the first month of my campaigns, I use broad match modifier keywords, with a large list of negative keywords, before I move to exact match keywords.
In a months time you will have data on your:
Add these data columns to your view. It’s very important to take this data with a grain of salt. Google wants us to spend as much as possible. So be conservative here.
Here’s a screenshot of one of my campaigns:
Let’s analyse this data to find the low hanging fruit.
In the first highlighted field, you can see first position bid is $5.43, which is far too expensive. I’m using manual CPC and have set this to $1.35, achieving a position of 4.8 (probably even higher due to the high quality score). So, I likely don’t need to go any higher than $1.50 to get a ranking of 2-3.
In the second highlighted field, you can see I’m bidding $1.75 and getting a ranking of 1.1. So I’m actually going to lower my bid on this, until I’m at average 2-3.
As you can see, I’m able to still be competitive on certain terms, yet bid far lower than the person bidding for rank 1.
These are often much cheaper. Let’s say your business is physiotherapy. Instead of just bidding for the keyword “physiotherapist” or “physio sydney”. Consider some longer tail ones
These keywords are often much cheaper, and if you are using SKAGS, your advertisement copy is likely to be very salient for these prospective searchers.
Long tail keywords allow you to saturate search in a much more cost effective manner, than bidding aggressively with shorter keywords.
Don’t be afraid to include your brand in your advertisements.
I’m sick of every marketing company asking people to sign up to their newsletter for awesome information. So here’s something for nothing.
What motivates someone to click on your advertisement?
Answer = Benefit. Offer a solution that makes people better, or happier, or their life easier, or sexier or healthier. Challenge people to click on your ad, without the BS.
Don’t forget to check what price Facebook is offering per website click too.
That’s it, 3 huge tips that make the different in Adwords spend and allow your dollar to go much further, so hopefully, you can raise the minimum amount of interest in your business over a long term.
The majority of small and medium businesses can do a decent amount of SEO themselves
SEO is fairly mystified for business owners. Unlike website design, SEO is not something they can see or understand immediately. That's why there's so much confusion on the subject.
How much does SEO cost?
Who's a good SEO?....And Why?
How can I measure SEO performance?
How much caffeine will I need?
There's answers to all of these, each freelancer or marketing agency should be able to give you a straight forward answer. But there's another question you might be asking.
Can I do SEO Myself?
Yes! (for the most part!)
Sure, your results might not be on par with a dedicated SEO expert, but you should be able to do decent job. In this blog post I will give you a framework to follow.
Providing you can do the following, you can do your own SEO
Firstly, I'm going to assume your website is good, and already leading to sales and enquiries. If you have a crappy Wix website, then doing SEO is like adding gold rims to a Hyandai Excel, it just won't work. Go ahead and read my SEO starter pack blog and apply everything there.
Prepare for takeoff
It's easy to start and then get stuck with technical things.
Don't worry about anything technical, the worst thing you can do is start Googling "How to SEO in 2018" and reading every article you find. Just begin creating expert content for your site, REGULARLY!
Just remember the following advice:
SEO in a nutshell
SEO is making your website a resource for people, do this by providing content on the topic you're an expert at. In time, visitors and search engines will view you as an authority in your niche and wish to connect with you.
1) Check your existing services pages.
I see a lot of websites with a service page that looks like this. I'm using an architect as an example:
ABC Architecture is highly experienced in the following areas:
Please get in touch if you have any questions
The problem with this is that you're not giving Google a whole heap of text to crawl, and to learn more about your sub services. Secondly, if a website visitor is deciding between you and another architect, you have not provided any evidence or a compelling reason for them to choose you.
If you have a boring services page like this. Do the Following
Create a master level services page where you provide a brief description of ALL your services.
*Daily flower delivery in Maitland
*Daily flower delivery in Newcastle
Write a summary paragraph of salient information on each service, at least 150-250 words per service. Then, include a link to learn more about that service.
Chances are, most visitors can simply read the services page to understand your business, and they can navigate to your sub-services if they are seeking more information.
Create a page dedicated to each service, where you provide in depth information on each.
This improves the chances your website will satisfy a searcher's long tail phrases, for example, someone looking for "flower delivery in Maitland" usually ends up on my client's site.
Here's some headings you may consider placing on your services page:
*How it works
*Your experience, with before and after photos
*Suburbs we service
These pages should end up at at least 600-1200 words, or as much as necessary.
2) Write 36 articles in 12 months
This is where the coffee comes in.
You need to write high quality articles that your visitors will enjoy. This is so good for your SEO, it improves user engagement, average time spent on your site, new visitors to your site et cetera. Search engines love fresh content. Chances are, you'll acquire some links too.
If you don't know what to write, just think about, what helpful emails have you sent recently? What common questions are you asked? What do you feel is mis-understood in your industry?
As an example, if you own a dog daycare you could write blog articles on
People will love this. It will prove to them you're the best dog day care around! Share them across social media after you write them.
3) Aim for 100 Google reviews
Where possible, ask your customers to provide you with reviews. If you ask for honest feedback, you will grow as a business. It's fine to get the odd low review, it's natural.
Seriously, I'm amazed at how the majority of humans are infallible. People rarely apologise or admit fault. People would rather get angry or point fingers, than be wrong.
These people never grow.
Pride yourself on being wrong. It's a unique attribute. I've had bosses that were so nice to me, and when I screwed up and it inconvenienced them, they'd turn on me instantly. The better bosses will just say "you know what happened and I'll let you sort it".
Be wrong and allow others to be wrong.
PS - if you're getting criticised, it means you're actually doing something. It's a lot easier to say "the referee needs glasses" than to referee a game yourself.
I got a bit sidetracked there but the point is, Google reviews are excellent for your SEO. Don't cheat either. You can use this amazing guide by Andrew Doyle on how to ethically increase your Google review count.
If you actually do this, you'll have a great SEO presence within a year.
Don't forget to ensure your website foundation is good, we don't want to put good curry on a crappy naan.
PS - Plenty of people don't have the time for this. In that case, if you're employing someone to do it for you. Make sure you measure results around revenue and quality customer acquisition.
Until next time.
Authored by someone who struggled with pain for 10 years and overcame it with the guidance of a master physiotherapist and yoga instructor
I had regular back pain for years between the ages of 15-25, hospitalised multiple times, placed on drugs for way too long, several embarrassing spasm episodes, you name it. I'm proud to say that I'm now grown 30 year old man who is completely pain free and moving even better than I used to. I'm here to show you how.
If you're currently in pain and thinking "why me?" and looking over at your friends who are much less healthy than you and have no pain and think "there must be something wrong with me / my genetics are bad / I do everything right this is so unfair". Trust me, I've been there.
It really doesn't matter if someone is better off than you, because life sucks for you right now, all you can do is figure out what helps you, how to move forward, and how to stay healthy.
So, in this article let's look at a few things:
I really have no scientific standpoint for my claims, as I have a technology degree, not a physiotherapy degree. What I can tell you is that, I've tried and tested hundreds of different rehabilitation plans.
Finally, towards the end of my decade of back pain, I met a physiotherapist and a yoga instructor (who has a degree in astro physics, so his approach is both scientific, and true to the yoga way). They told me the truth - I was a weak and stiff excuse for a human (actually the yoga fellow said this much nicer - but let's call a spade a spade). I've worked with these guys for over 1,000 hours and refined workouts and routines. So I've compiled what I know and I'm going to give it to you.
Sitting is inherently not a bad position. Our bodies are extremely capable, we can do hand stands, we can squat, we can do backflips. The problem is that we sit in ONE position, and our bodies adapt to this. In time, we develop kyphosis (forward head posture) to stop our head falling off and we become stiffer than a block of cement.
So if you're sitting all day, change it up a bit, squat at your desk, do a runners lunge, go for walks, do yoga, get the blood going.
That's just unrealistic. Seriously, if you're sitting all day at work, and come to do my routine below for 30 minutes, then go and sit on a computer to play games or sit on the couch for another 3 hours before bed. Forget it, you're gone.
"But Rhys, I've got a $2,500 herman miller spine controlling massage chair that was custom fitted to MY back and the doctor said it's good"
A chair is a chair, sure, some will allow you to feel more comfortable, or even help your pain in the short term. But honestly, you're still in a compromised position, buying a good chair for back pain is akin to bucketing water out of a sinking ship.
Of course, take my advice with a grain of salt. I'm trying to give advice that is salient for all humans. Take this advice on board, apply it to your life, and pick and choose what elements worked for you.
The advantage is that your spine is in a neutral position, meaning its natural curve is intact. This curve is lost when you are sitting. Additionally, your hamstrings are not in a shortened state.
A standing desk isn't the silver bullet to counter the problems caused from sitting, it's just a big improvement. Standing is still just ONE position, that we must vary.
If you can't afford a $1,000 electric desk, just grab two milk crates and place them on top of your desk for the time being.
A good employer will understand, they have contracts with existing furniture suppliers so just book a meeting with them and explain your reasoning.
I used to get all sorts of looks when using mine, here's how the conversations usually go:
Do you use that because you have back pain?
No I use it to prevent back pain
Do you feel weird using that?
No I find it weird that people sit all day and consciously choose to degenerate.
Oh, you should just get a posture pedic chair.
It might be a while before you can get a standing desk. In the mean time, just try to vary your posture. Sit in a squat, kneel at your desk, stand while you are on the phone and find something to hang from at lunch.
Make sure your monitor height is at eye level or above. In this photo i lowered my desk a bit, noticed how I started to develop a forward head tilt? You can proper your monitor up with yoga blocks or a box of paper.
This is the one that works best for me. It's suitable for beginners, and can be scaled as you progress.
I recommend at least thirty minutes of mobility per day, at the very least. In addition to this, I recommend you engage in at least 3 hours of strength work per week. Of course you can do any other activity on top of all this.
If you're just starting out you might only get into this position. That's fine, just spend time here.
Eventually you can move into a full half saddle. If this is too easy, do a full saddle with both legs.
Your legs probably spend the majority of the day IN FRONT of you. This stretch is amazing for your hip flexors.
Do lots of variations, whatever feels good for you.
Great position to counter kyphosis and make a bit of space for your lungs.
You can also roll out your hamstrings, lats or whatever while you are here.
Sitting shortens your hamstrings. Give them some length.
Pretty basic. Do it. You'll feel your spine lengthen. I can sit in a squat for 10-30 minutes comfortably. At first, your ankles might not be on the ground, that's cool, stick with it.
This is just a lovely position to extend your back, you can work on your laptop like this. Do some up dogs after you're warm, which is a slightly more intense variation.
These just feel nice.
Rock slowly side to side. This should feel amazing. Add your own flavour to it.
You should now be a) creating ergonomics that are conducive to your spine health and b) employing a mobility routine to counter the sitting that WORKS FOR YOU.
The next step is to introduce a strength program. I'm going to post another blog in the coming months that goes over exactly what I do. Personally, I recommend mixing weight lifting, yoga and calisthenics.
Thanks for making it this far!
I wish you all the best with your own back-pain problems, let me know in the comments if this plan has worked for you.
You can see in the above example, the first website is quite vague and unclear what actions they want the website visitor to take. These actions should be calling you, navigating to your practice and enquiring about your accessory services. As you will know, mobile users comprise approximately 70% of users. So make the experience optimised for small screens.
Mobile users are expecting tap to call buttons, tap to navigate, large enough font and button sizes. If you’re struggling to find good designs, take a look at my example physiotherapy design, where I have basically combined all the best elements of physio websites that I’ve come across.
So many websites have a vague first impression. Don’t be one of them.
My suggestion is that you have at least one professional photo of your staff, your practice or your director. Preferably all three. Pretty basic really. Definitely include an “Our Staff” page.
Lots of physiotherapist’s websites just have a heading that just says Services and a bullet point list that says Dry Needling, Physiotherapy, Rehabilitation Programs, Aged Care etc, without going into any detail.
I’d suggest you expand on your services, describe what you do exactly, how it can help the client, some quality photographs, include an FAQ and additional information. Including this additional information, will prove to the website visitor that you’re an expert on that subject, and will most likely choose you over the site that offers little to no resources. Additionally, Google will love you for it.
I’d personally do one page per service, and aim for 300+ words (as long as necessary and salient), your website structure should look like this
myphysiotherapywebsite.com.au/services/ – List a summary of the services here
Rinse and repeat.
There are now loads of system that you can install on your website so users can either a) book and pay for an appointment or b) view available bookings and call, here’s some of the bigger ones that I would recommend
Administration staff hate change, so I recommend one that has the most seamless integration for your business. Your IT staff should be able to install this easily, just notify your staff and your product vendor the week you go live with this, so everyone is on hand if (when?) things go wrong.
You should be writing regular, helpful content and articles for your physiotherapy practice. Why? Because people will organically find this content and wish to connect with you.
A client of mine recently wrote an article “How The 2018 Budget Impacts Aged Care and NDIS providers”. After publishing this, scores of people were researching the subject and came across his article, which had well over 1,000 views in the first month. Other businesses could see he was an expert in the subject, he was immediately contacted by several aged care providers wishing to setup meetings.
No one cares about a newspaper written last year, keep your website fresh.
Cool story Rhys, but I don’t have time to write articles.
Ask your administration staff to convert your Newsletters into articles or blog posts, convert your helpful emails to someone into a FAQ, take a photo with your last successful patient and write a paragraph about them.
That’s it! These are 5 actionable steps you can take, that will no doubt increase your client numbers, and the retention of your current clients.
Gravity forms looks pretty bad out of the box.
Luckily for you I will give you the code it make it look nice, like in the image above.
If you are more experienced then just visit their documentation website, they provide pre-made CSS classes for us. If you don’t know what that is, just read below and I’ll baby you through.
If you would prefer to watch my video tutorial, go ahead and do that.
Click Forms > Select the form of your choice > Select the field > Appearance > Custom CSS Class.
So, if you’d like two columns, use gf_left_half and gf_right_half in your first two fields, and repeat for as many fields as necessary.
If you want thirds, use gf_left_third, gf_middle_third_ and gf_right_third in your first three fields.
This option is actually disabled by default. That’s because it’s not recommended, people using screen readers or those with poor eyesight might actually have a hard time seeing your form. So you’re only doing this to make your form look cool.
Open your functions.php in WordPress and enter this line of code at the top, after <?php is opened
add_filter( ‘gform_enable_field_label_visibility_settings’, ‘__return_true’ );
Your file should look something like this.
This now unlocks the option to hide field labels, which you can find under appearance for each form. Bear in mind, each time you update your theme, this line of code will get removed, but it will not change your existing forms.
Cool, now you’ve got the right columns and field labels set to how you want. Now it’s just CSS. You need to enter this code in your custom CSS area for your website.
This will be a short post.
If you’re new to Google Tag Manager, view my previous post, where I take you through step by step and explain the theory of everything.
This next tutorial, “How to track phone calls from a website”, is an extension of this knowledge.
Here’s the video:
Allrighty, you want to boost your e-commerce website to start making sales, here’s some more easy tips. If you’re a completely new site, I suggest you read my previous SEO starter pack tutorial, which basically goes over connecting your business to google services, creating your first back links and ensuring your website is fast. I’m also going to assume your website structure is good (I won’t get into site structure but you can read this post by John Romaine of SEO Point to learn more). Now, without further delay:
You’ve probably heard this before, but I can’t emphasise it enough. Your writing needs to be superb on all your pages.
Just last week I was reviewing a e-commerce site that sells protein powder (My dog is licking her lips but that’s from the beef she had before).
The product description was literally “1kg Whey Protein Powder, 30 serves. Made In Australia”. Do you think a description like this will a) Sell or b) Get ranked on Google?
My advice to this client was to vastly improve the product descriptions. Here’s a better description the client came up with:
“1kg of Certified Australian made protein powder. This is a milk based whey product, healthier than heavily processed soy and pea varieties. We pride ourselves on maximising protein content, while having minimal amounts of sugar and carbohydrates. We do not use any artificial flavouring and encourage people to add stevia or honey for additional sweetness. There’s nothing else inside, give us a call if you have specific dietary questions”, and went on to include information about whether the protein is vegan, kosher, what certifications it had, expiry information, bulk buy information, nutritional info, recommended recipes, manufacturer info, etc.
Notice how it’s much more compelling, accurate and engaging?
In Summary: your product description should be as long as necessary, and contain all the relevant information about your product that may be salient for your audience. In the above example. The long tail descriptions are excellent for search engines, to understand your product, and also for humans searching for specific protein powder.
The main advantages of this is to enhance user engagement as well as increase the amount of information on your website. You might sell the best electronics in Australia, and your website is going to back you up on that, but no one cares about you. They only care about what you can do for them, and what happens if they team up with you.
People generally want social proof of what you’re like, have you asked your friends or family “Do you know a mechanic around here that won’t rip me off?“, it’s the same psychology applying here. So include a review and FAQ section that the public can contribute to, if your products are good, then you’ll get mostly positive feedback, and you can address the odd negative review, and others will respect the fact you’ve tried to help this person. A review section allows people to understand what your product has done for other people, and be better served to judge what it can do for them.
Lastly, you’ll improve the user experience and trust between you and your prospective customer.
Look, you’ve already got shit loads of work to do. If that doesn’t keep you busy, it’s time to start experimenting with your marketing. It’s hard for me to give advice to ALL e-commerce types of websites, so I’ll keep it general. Overall, find the easiest ways to generate media and momentum. Here’s some tips I’ve helped clients employ over the years:
And that’s it really, just keep contributing to the quality of your company information, and offer resources for your customers, in time, customers and Google will love you.