Pixels Webdesign designed Central City Physiotherapy website in 2005. In the beginning of 2010 we redesigned the website and optimised the site for search engines. The traffic picked up and bookings from the website went from 1% to 17% by the end of 2010. In the first ten months of 2011 their conversion is at 29% through the website.
The problem: To increase customer numbers with the help of the website.
How Pixels solved the problem: We redesigned the site to a content management system (CMS), which allowed the staff to add content or edit content on the website, increased the visibility of the services they offer with a simple slideshow. The website was made content rich to enable Google to crawl frequently.
Search Engine Optimisation (SEO) was done for all the pages. Central City Physiotherapy is number one on Google for a number of keywords. As a result the number of visitors to the website has been increasing over the past two years and bookings through the Internet is 29% (up from 1% in 2009)
Central City Physiotherapy has all along used traditional marketing methods like flyers, pamphlets and yellow pages. All of the above promotional methods have to be repeated yearly or every six months, an expensive exercise.
Now online marketing is working in their favour with very high return on investment. Online marketing has overtaken their traditional marketing dollar for dollar. They are number one on Google for a number of keywords. This helps them get more visitors to the website.
Traditional marketing vs. online marketing
For a small business, money and resources are limited. So the return on investment becomes very important.
Traditional marketing
Printing flyers, pamphlets, partnering with related industries – in this case GPs and Yellow pages advertising.
The on-going cost is quite high for the above channels. It has a short lifetime and once in so many months or after a year the cycle starts again. In comparison, the set-up cost for online marketing is reasonably low but the revenues outweigh the costs by far.
Online marketing
For a small business an effective website that ranks high on Google is very cost effective. The number of visitors will be high. Bookings can be automated online and your office is open 24/7 for bookings. This will release time and resources for your admin staff.
Below is Central City Physio’s revenue per marketing dollar. Their return on investment is highest with the website.
View the website packages for physiotherapists
Visit Central City Physiotherapy website
Kara Mulvein’s testimonial
” Gita has been my website designer for 6 years. As a technophobe myself I have found Gita to be excellent at informing me of my needs according to my business goals Her designs and updates have cause me to receive positive comments from my clients. Gita always delivers on timelines and is proactive regarding updates – so I don’t need to worry about contacting her! Excellent value, great customer service and lots of good ideas.
Recently Gita has increased the traffic to my website and in the last 2 years, the proportion of people coming through my website has increased by 12%. Now 30% of my customers are coming through the internet. I would recommend Gitas services to everyone EXCEPT my competitors!
Kara Mulvein – Central City Physiotherapy Clinic
