AGED CARE WEBSITE MIGRATION FROM GODADDY TO WORDPRESS
In February 2019 I provided marketing consultancy on a short term contract basis for a private aged care service provider who wanted to improve their digital marketing activities. When they first contacted me it was about getting regular social media management, but I quickly made them realise how important it was to have a more robust marketing strategy that included;
- A professional looking website.
- Clearly communicated unique selling propositions.
- Improving their local area marketing using a Google My Business profile.
My marketing execution delivered measurable results in a very short space of time and left them with a solid platform to build on.
GODADDY SITE BUILDER MIGRATION
NEW WORDPRESS WEBSITE DESIGN
WEBSITE SEO DEVELOPMENT
GOOGLE MY BUSINESS OPTIMISATION
WHAT WAS THE MARKETING BRIEF?
Review the current marketing activities.
Like many small business owners in Australia, this aged care service provider didn’t have the resources to put time and energy into their small business marketing execution. They were attending local community events to promote their brand and they had set up a Facebook and Instagram profile but these weren’t actively being used, most of their business was being generated by existing clients and referrals. They did attempt to have a website set up which was created on a GoDaddy free website builder but they didn’t really know if it was working for them or not. Read my article about Using Free Website Builders. So essentially they were generating new enquiries from word of mouth, existing clients and referrals from local hospitals, doctors and other healthcare services, but they weren’t getting found by people searching online to be discovered by new customers.
They had been ripped off by a website designer
Sadly, this aged care business had committed over $1,000 to have their website professionally developed but were left waiting for 6 months to see just a mock up. Even then, the designer had simply reformatted their existing site without any deeper marketing development or SEO strategy applied to it. So this aesthetic makeover would basically have made little to no difference to their results and be very poor return on investment.
So they felt stuck, frustrated and not sure what to do considering the time and energy that had already been invested in the project.
WHAT MARKETING CHALLENGES DID I DISCOVER?
WHAT WAS MY SCOPE OF WORK?
It was decided that I should focus on improving the website first so that it would give them a platform to work from and at least begin attracting potential new clients who were searching locally for aged care nursing options. The strategy was to start from scratch and forget about the work the previous web designer had come up with, remove the site built using GoDaddy and start with a fresh site that had the right framework to be built on over time.
WHAT MARKETING RESULTS WERE ACHIEVED?
The impact of my digital marketing efforts was almost immediate. Within the first few weeks the brand was getting exposure from local searches using their Google My Business profile. The new website was super responsive on mobile phones, bright, vibrant, fresh & modern with a really strong value proposition that was crystal clear. For the first time the brand was showcasing their range of skills and experienced team with a personal, professional style they hadn’t thought of before.
Best of all I set up an ability for them to create content that could include patient stories, their insights on current aged care topics and information relating to the key areas people were searching for. For the first time in their history they had a platform to present their brand and grow from with the Google Analytics and Google Search Console reporting tools at their disposal.
WHAT WERE SOME OF THE WEBSITE DESIGN HIGHLIGHTS?
Quite often it is the small details that go into designing a website that can make the difference to SEO results and even converting visitors into enquiries / sales or leads. Different elements have to work together to help generate traffic but once a person has arrived you then have to have the right information to convince them.
Their original website was very matter of fact, meaning, they simply put headings about what they did. This is the same as thousands of other websites, therefore they had little chance to rank on Google and even less to convince people to use them.
WHAT AREAS REDUCED THE POTENTIAL RESULTS?
For every project there are always areas that can be improved on or that I recommend a business owner should undertake to maximise results. In some situations these things don’t occur and they impact the potential results in different ways. For some business owners it may not be consequential but if the investment is being made then it would make sense to get things done properly.
Here are the items for this project that needed attention.
WHAT ELSE COULD HAVE BEEN DONE TO ACHIEVE BETTER RESULTS?
On face value there was a significant improvement made for this brand. Although the owners decided not to continue with ongoing help and development as they didn’t have the resources and wanted everything done for them. Unfortunately for this project that wasn’t possible, but what are the implications of this course of action?
HOW DID THIS BUSINESS UPDATE THEIR WEBSITE & MAKE IT WORSE THAN THE ORIGINAL?
In July 2021 I was contacted by the marketing co-ordinator because they were attempting to install a HTML Code plugin to set up Google Analytics. What was very strange is that this had already been installed, was working, active & the management team already had access to the reporting.
Installing the plugin has caused the site to become unstable. I went to the site and this is what I discovered;
- They had attempted to make changes to the website without performing the due diligence needed to have it backed up or to create a testing environment first.
- Multiple plugins were installed on the WordPress site that offered no tangible benefits to the site’s functionality.
- Based on the person’s LinkedIn profile the individual making changes to the site doesn’t have any digital marketing experience.
- The updated site had broken links, images missing, menu bars that didn’t function, poorly formatted content on desktop and mobile phone and other new usability issues.
- Some of the content that had helped the site achieve its traffic volumes had been removed.
- The website now fails Google’s PageSpeed Insights Test, at a time when Google are releasing a new algorithm that focusses on speed and usability.