Improve Search Engine Ranking & Online Conversion Rate

When a large eye clinic chain in Indonesia approached us for a website relaunch in 2018, I dove in as a content strategy consultant. In this case, I was responsible for client-consultant communication as well as the designing and writing of a website that met business and user goals. My process was as follows:

1. Understand business goals

   First, I sat down with my client to understand their business goals with this website relaunch. In short, the goal was to increase revenue by strengthening their digital presence through the search engine optimization and UX design of their website. This included hard KPIs such as more site traffic and online appointment bookings.

2. Understand user goals

   Business goals are dependent on meeting user goals. That’s why I conducted a survey with former and potential future eye clinic customers in Indonesia to get a better understanding of what they considered important when choosing an eye clinic. Through this survey, I learned that customers in Indonesia are highly concerned with the professional qualifications of their doctors as well as the hygienic upkeep of their clinic. To some extent, price and personal recommendations were also important factors. This was information to be kept in mind when showcasing USPs on the website.

3. Competitor and industry research

   Knowing our business and user goals, it was time to better understanding of our competitors. This consisted of combing through the websites, reviews, and social media pages of Indonesia’s biggest eye clinic chains to best understand how their business is set up and which USPs they utilize as well as their shortcomings. This informed me on certain potential approaches to our digital content strategy.

4. Gather information

   Knowing our business goals, user goals, and competitor strengths and weaknesses, I sat down again with my client to gather as much information as I could about the clinics — both factual (i.e. location, pricing, doctor specialities) and abstract (i.e. clinic values, doctor values). Through this, I got a strong understanding of who I would be representing throughout this website and how to best organize the information so as to communicate the clinic’s strengths proudly and clearly.

5. Build website infrastructure

   Let the fun begin! Building a website infrastructure is potentially my favorite part of a website relaunch. It allows me to explore the best ways in which I can organize and interlink information, keeping both user goals and business goals in mind. I get to walk in the shoes of both my clients and their customers and build up a digital process that keeps their needs at every touchpoint in mind.

6. Write, edit, write

   And what to do with the skeletal infrastructure? Give it some meat! This is where my writing skills get their chance to shine. I wrote up the entire clinic website, from doctor profiles to background information on certain procedures such as cataract and lasik surgery. I then conducted a review round with my clients to ensure that all information was to their liking, and then plugged into the website infrastructure.

7. Add media & social proof

   Words are nice, but they work well with images. My client hired a media assistant in Indonesia who then shared their photos and videos of the clinic with me. I included these into the website, as well as positive reviews from customers that spoke to the trustworthiness and professionalism of the eye clinic.

8. Launch, iterate

   We were ready to go. The website had been developed according to business goals, user goals, and within a competitive industry so as to increase revenue through a strong digital presence and online booking. We launched and iterated as new media or doctors arrived to the clinic, keeping it up-to-date.

The results? The eye clinic was soon the first organic result for a variety or relevant keyword searches in Indonesia, which boosted its appointment bookings and thus the clinic’s overall revenue.

Ready to get started on building your own website? Get in touch!