Get my Free Digital Marketing Jumpstart Kit<\/a><\/div>\n<\/div>\n\n\n\nDigging into the Meet the Team section<\/h2>\n\n\n\n
The next thing I’m going to dig into is there meet the team page. So whenever I’m looking at a meet the team page, I want to make sure that there’s some sort of affirmation to the mission and vision of the organization, as well as details specific to people that might be servicing me if I am part of a service related company.<\/p>\n\n\n\n
So in this situation, what I am expecting as I scroll through here is a breakdown of some of the doctors and things like that and their backgrounds, just so I can understand potentially their approach towards care and things like that. So the first thing I’m going to do is I’m going to scroll through this page and go ahead and click into some of these to see exactly what their bios are all all about.<\/p>\n\n\n\n
And what you can see here is that there are some nice videos about each of the different teams as well as read more pages where they detail a little bit more about them. I think these are overall pretty good. It’s pretty par for course. However, if I were to improve this a little bit further, what I would potentially include is a way to make this more skimmable.<\/p>\n\n\n\n
So right now these are good bios and that they’re really rich. They’ve got some great content on here, but you could actually make these a lot more efficient if you were, for example, to include bolded or bulleted points that would be like their specialty in terms of these different doctors and providers, as well as some of the key things that they might be able to address in terms of your services.<\/p>\n\n\n\n
So just right off the bat, that’s an immediate thought is that it’s difficult for me to quickly parse through that without having to actually read each of the bios. Whenever you’re creating a business website, you want to make sure it’s really easy for somebody to get the big picture really quickly, just based off of a few seconds or a few minutes on your website. So that’s the first piece of feedback I give in terms of the meet the team page.<\/p>\n\n\n\n
The next thing I would add is some sort of coming soon image in terms of these people on the page that don’t have images yet. But overall, what I’d say is that there could be some improved navigation as well in terms of the side panels. So I think that either on the left or the right hand side, they can have a table of contents or some sort of search bar function. It would make it a lot easier if I were actually seeking Brain Wellness Institute services could just search for my provider as opposed to having to scroll through this entire thing in order to find somebody that might be actually taking care of me.<\/p>\n\n\n\n
So when it comes to the meet the team page, main things I change is making bios more skimmable and making it clear in terms of who each person can serve best. And secondly, improving the navigation on the page to make it easier for somebody to get to the point of value of the actual page, which is in most situations is going to be learning about a particular provider that they might be interfacing with through some sort of appointment later on.<\/p>\n\n\n\n
Digging into the services page<\/h2>\n\n\n\n
Next thing we’re going to dig into is services. So we’ll get this dropdown. First thing I’d say is this is a little overwhelming. There’s a lot of content in here, and I would try to find ways to prioritize particular things that you know are clicked on way more than other things. Right now, it looks like everything is just listed.<\/p>\n\n\n\n
And so I think they could remove some of the cognitive load on the user by just having some of the top related services and then having an all services button for people that are looking for more. But if I scroll into one of these pages, what you can see is they detailed some of the things that they do in terms of therapy.<\/p>\n\n\n\n
Again, main feedback I’d give them is the same thing as what their meet the team page, which is this needs to be way more skimmable. I need to have an understanding of things like what your pricing might be like or what the different session packages may be as well it needs to just be easy for me to skim through this.<\/p>\n\n\n\n
So that’s the first thing. When I went through the third key page, if I keep on going to the next page, I’m going to choose another services and just see what happens. Another thing that I just flagged though, is that it’s taking a lot of time to load between pages. In fact, I’m still loading that page.<\/p>\n\n\n\n
I’m just going to try to choose another page, but overall, if you’re seeing situations like that, where it’s not the end-user’s internet, which I know it’s not in my case, it means that your server is either using some sort of shared hosting package and things like that, which may actually impact things because it isn’t used to being able to get a lot of pool in terms of traffic.<\/p>\n\n\n\n
So just something to look out for is run your pages through your page speed analyzers, as well as other free Google tools so that you can see exactly how Google is reading your pages, because in the case where your pages are loading way too slowly, it’s going to actually impact your organic rankings as well.<\/p>\n\n\n\n
As we scroll down here, though, what you can see is they have this page on the UCLA Brain Camp. This is a lot better. This is so much more readable than that therapy page. So I would recommend they take this sort of approach for all their other services pages. I’m not going to go through every single one of these, but at a high level, what I want you to take away from this, if you’re watching this, John, is that when you’re digging into your services, you want to make it get crystal clear exactly what services you’re providing and make it into something like a Cliff Note sheet similar to what you have here with the UCLA Brain Camp.<\/p>\n\n\n\n
It’s much easier for me to get a sense of what you’re doing with the brain camp versus the therapy page, where I have to read through the entire thing to learn exactly what you guys do relate to therapy.<\/p>\n\n\n\n
Digging into the insurance page<\/h2>\n\n\n\n
As we move on to the next page in the insurance page, the first thing that I noticed at least is that it did take me a few seconds to actually load that page. Again, you’re going to want to look into that in terms of page speed, but I love how clear it is in terms of who they currently accept insurance. So this is a really nice here. What I recommend though, just based on my past experiences on other health providers websites is that I would provide a breakdown of what specific types of plans under these major providers that you accept, because sometimes people don’t actually accept every single one of the health care plans for these different insurance companies.<\/p>\n\n\n\n
But overall, what this page is doing really well is they’re answering the question of exactly what insurances at a high level are covered. In order to improve this page, I would include a further breakdown in terms of what the key plans are under each one. So whether you make that into something where you click into it, and then from there, it shows all the related Anthem plans that are covered, or you have something where there’s a phone number for each of these major providers so that people can check for themselves whether or not their insurance is going to cover your services.<\/p>\n\n\n\n
Digging into their blogs<\/h2>\n\n\n\n
So for this last section, we’re going to take a look at their blog. Overall. I can see that Dr. Julia Evans is the main contributor for all of this content.<\/p>\n\n\n\n
And if I go back another page, I can see that they started this effort in July. Pretty good in terms of consistency, it looks like they are releasing content more or less once every few weeks or so. So good job there. It’s great to have a consistent content calendar, and that’s all as one of my biggest pieces of advice for small businesses.<\/p>\n\n\n\n
The next thing that I would look into is what exactly are you going after? So it looks like they’re going after some versus content here, as well as some overall content around TMS. But I want to know exactly what the bigger picture is around this topic area. So if you’re going to be creating content on a particular area, what I want you to think about is how it all connects together.<\/p>\n\n\n\n
Right off the bat, this looks a little disjointed right now in which they’re talking about some things around TMS, but it’s not actually super well embedded in terms of what I’ve seen so far of all these different pages. So for example, I would expect that if you have a page on TMS versus antidepressants, which is right for you versus stimulating a healthy brain, the origins and benefits of TMS therapy, I would expect some sort of interlinking to be happening between your different posts on TMS.<\/p>\n\n\n\n
However, because they’re not doing that, what it means is that it’s making it much more difficult for Google to understand the relationship between all of these different blog posts that they’re writing. So that’s my first piece of advice just looking at a high level. The next thing that I give you in terms of feedback is the way that you’re categorizing your post mainly in that you’re not categorizing your posts.<\/p>\n\n\n\n
So just taking a look at this, these are all full falling into a general folder of posts in terms of their blog. And this could be one thing that they could really improve really easily is just providing some sort of key categories for their reader to make it easier, again, to understand contextually what their blog is all about. The next thing that I’d say in terms of digging into these posts a little bit further is that they may not be actually positioning themselves as the truly authoritative source around these particular posts.<\/p>\n\n\n\n
What I mean by that is they are using some overall headers, but the overall post themselves, if I were to guess around a thousand words or so, and that’s really not going to get you in most situations, the top spot on Google. So that’s just one thought in terms of feedback there, what I’m going to do now is I’m going to actually put in one of these search phrases into Google to see exactly what comes up here.<\/p>\n\n\n\n
Digging into the top posts related to this website<\/h2>\n\n\n\n
I’m going to be looking for their website. Again, it’s Brain Wellness Institute. And right now I’m not seeing anything for them. I’m not seeing anything for them. So right off the bat, it looks like this content is not good enough to actually rank organically without any backlinks and guessing they don’t have backlinks, and I can check that in a second, but then what I’m also look into is I can look into what the top posts are and why they might be successful.<\/p>\n\n\n\n
So when I scroll through the top posts here, what I see is that there’s a couple more headers in this particular post. It looks like on the right hand side, you can see how they’ve sectioned off their blog versus the example of what we’re doing today with Brain Wellness Institute. They have not done that. And so it’s just probably a little bit better organized in terms of a blog on this side. Lengthwise, it looks about the same to be honest. And as we dig into this other website, where you can see here is that there’s definitely a great breakdown in terms of all the different key sections here.<\/p>\n\n\n\n
What I also like about this site versus the site of our subscriber is that they have different visuals and things like that to break up the text. Overall, it’s just very easy and skimmable to read, which is a great benefit. And what I see over here is that if I were to look on the right-hand side, they again have major categories to find on their blog.<\/p>\n\n\n\n
So again, just taking a look through that particular post, what we can see is that one of the key improvements that our subscriber John could do immediately is introduce categories on the right-hand side, make it a lot easier for your readers to actually figure out what the key sections are in your blog, dig deeper into each of the content areas, make sure your content is actually better than what else is out there.<\/p>\n\n\n\n
Otherwise you’re just creating content for the sake of creating content. And then what you can also do is we can also just do some better interlinking between all of our different pages.<\/p>\n\n\n\n
Overall, this website is doing pretty well, but it could be doing even better. Just by having some optimizations in terms of time to value of what exactly you’re doing in your services, as well as more interlinking and better categorization and emphasis on the end reader, we could increase the overall inquiries that are coming into this business.<\/p>\n\n\n\n
Furthermore, what I would say is we didn’t have enough call to actions on the website. It could be a really simple action to just put together a freebie on the website. That way you could try to capture some more information on people that are already landing on your website to then reach out or learn more about your particular services.<\/p>\n\n\n\n
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