Danni & Georgi’s Vision
As nurses, Danni and Georgi have extremely busy schedules. Alongside their work at Sorella, they both still practise in the NHS. With a limited amount of free time, they needed support to grow their business. In particular, they sought expert advice from web and content specialists.
Danni and Georgi wanted to expand their client base to increase their clinic days. They also wanted to highlight their commitment to medical expertise and safety. To do so, they needed to increase awareness within the local community.
At LS Media and Marketing, we felt that the best way to do this was through a targeted SEO strategy and ongoing digital content support.
Phase 1; Website Audit & SEO Research
In phase 1 we audited Sorella’s website to identify any ‘quick win’ opportunities for local visibility. Danni and Georgi didn’t want a complete website redesign, but felt that some style adjustments were needed. We therefore re-worked the existing pages in line with the Sorella brand to create a more cohesive and visually appealing online experience for users. We replaced the imagery, changed the footer and designed a new page layout to better reflect Danni and Georgi’s personalities.
We conducted extensive SEO research to identify a list of local SEO keywords that Sorella’s target audience were frequently searching for. We also re-developed the website navigation to include ‘Concerns’. We felt that this would help Sorella’s clients better understand the treatments available for their insecurities.
Phase 1 Activities Included;
- A website audit to review Sorella Aesthetics’ existing page design, menu navigation and footer. Using these findings, we made initial changes to the website to enhance the user experience.
- SEO keyword and competitor research to identify a list of local keywords and content topics that Sorella Aesthetics could leverage to enhance their search engine ranking.
Phase 2; Content Rewrite & New Pages
Moving on, we turned our attention to Sorella’s existing content. These pages included: the Homepage, About Us, Treatments and Patient Journey. As the content had been previously written without SEO in mind, we rewrote the wording to align with the findings from our keyword research. We also rewrote the meta titles and descriptions to support visibility on Google.
In our website audit, we identified opportunities for new pages. This included additional treatment pages alongside ‘Concern’ pages to help Sorella’s audience better understand the range of aesthetic solutions available. We wrote an initial bulk of new content, and have continued to provide ongoing support monthly when Danni and Georgi introduce a new treatment to the clinic.
Finally, to ensure that our findings reflected Sorella’s social content, we provided Danni and Georgi with a social media ‘cheat sheet. This identified key phrases and hashtags to use in captions.
Initial Phase 2 Activities Included;
- Revision of Sorella’s existing content to include SEO keywords and phrases identified from our extensive research.
- New content writing for missing treatments and ‘Concerns’. We also wrote ‘Appointment Advice’ for pre and post-treatment.
- The creation of a social media ‘cheat sheet’ so that Danni and Georgi could use target keywords and phrases in captions. This would support their overall content strategy.
Phase 3; Website Shop
Sorella is partnered with Skinade and Lesielle – a collagen supplement and pharmaceutical skin care brand. Their existing website shop wasn’t navigationally-friendly for users, nor did it include all of the products they offered in the clinic.
In phase 3, we updated Sorella’s website shop to host all Skinade and Lesielle products. This ensures that Sorella’s clients could learn more about the partnered brands and purchase items online if they couldn’t make it to the clinic in-person.
Initial Phase 3 Activities Included;
- A website shop audit to identify any missing products and discrepancies in pricing.
- A Skinade and Lesielle product update. We ensured that all items clients could buy at Sorella’s clinic were also available to purchase online. Monthly, we review the shop to make sure that new products are added.
Phase 4; Email Marketing & Ongoing Organic Content Support
We then turned our attention to email marketing. Danni and Georgi had trialled email marketing before, but they were yet to use a responsive and consistent template. We built a template that aligned with Sorella’s brand, featuring different components for treatment spotlights, promotions and behind-the-scenes content. Monthly, we send out newsletters to Sorella’s clients to keep them both engaged and informed.
We also created a content calendar for Sorella. This identified opportunities for new treatments and ‘Concerns’ pages alongside a schedule for posting monthly blogs.
Each month, we aim to publish a blog, a ‘Concerns’ page and an additional interior page. This structured approach helps keep Sorella’s website relevant and positions the clinic as a trusted source of information for their clientele.
Initial Phase 4 Activities Included;
- The design of a branded, responsive email template for Sorella’s monthly newsletter. We use this template to send out monthly newsletters on Danni and Georgi’s behalf.
- The creation of a content calendar to help Danni and Georgi understand the topics of focus for Sorella’s blog and ‘Concerns’ pages.
- Monthly blogs for Sorella, each focused on a specific topic that will educate Sorella’s audience. This new content also drives traffic and helps to improve website rankings.
Results For Sorella Aesthetics
With our focus on SEO and organic content, LS Media and Marketing have delivered a range of excellent results for Sorella Aesthetics in only six months.
- Sorella’s organic traffic has increased by 132% as a direct result of our SEO and content strategy.
- Unique visitors to Sorella’s website have increased by 72% as a result of higher visibility on Google – up from 92 per month to an average of 167 per month.
- Page views have increased by 184% – up from 380 per month to an average of 1,080 per month.
- Site sessions have increased by 91% – up from 147 per month to an average of 282 per month. This signifies a notable increase in active engagement with Sorella’s website, as opposed to single-page visits.
- In six months, Sorella’s website has attracted 841 new unique visitors. This means an expanding client base is discovering the clinic, contributing to the growth and visibility of the Sorella brand.
- The number of people reading Sorella’s blogs has increased by 92%.
These figures have meant that Sorella has had their busiest months yet. Danni and Georgi have had to increase their client days to meet demand, with the view to increase their clinic space in the near future.
As our partnership continues with monthly content opportunities, we can’t wait to see what future results we can achieve next!
