Brand Your Practice Podcast

when it's all about you know

your website so hey welcome

in everybody we are now

live I'm back with chris

from moonraker.ai and we

are talking let me switch

the the view here we're

going to be talking about

uh optimizing your website

um to book more

consultations and this is really a

an extensive six part series

on marketing that Chris has put together.

And he's been very kind to

jump on the branch of

practice podcast and kind

of share a lot of the work

that he's been doing,

the way he thinks about

marketing and private

practices and all that.

So, um, so this is part three,

we will have part four, five, and six.

I'm just looking at our list here.

So part four is going to be, um,

And actually,

do we have a second one in April?

Do we have two in April?

That's a good question.

I don't know.

It'll be soon.

Hey, what's up, Larry from Jacksonville?

Yeah, so I think we might have to.

I'll have to get back to that.

But the part four is going

to be strategies to

maximize book call attendance.

Part five is going to be how

to make connections and

turning these consultations

into lasting relationships.

And part six is helping clients thrive,

supporting growth beyond

the first session.

So, yeah, it's going to be really good.

But today is all about

website optimization.

And Larry gave us a little smiley face.

Very good.

Beautiful Jacksonville, Florida website.

Chris and I were just kind

of lamenting that in

Chicago and Massachusetts

where he's at right now.

It's a little cloudy.

Spring is trying to break forth,

and it is struggling.

The weather forecast today

was fifty three and snow.

That just explains the

bipolar nature of this part

of the world at this time.

Well, let's jump in now.

If you're joining us live,

Chris would love if you'd

like for Chris to take a

look at your website.

Chris will do that for you

and we can look at it live

and see how it can help.

But I'm going to send it over to you,

Chris, to jump in.

Does that sound good?

Thank you, Brent.

So, as mentioned,

this is all about

optimizing your website and

especially the very top of

your homepage and your most

important service pages to

book more consultations.

And as Brent mentioned,

if anybody wants to drop

the link to their website into the chat,

then I'm happy to pull it

up once we go through some

of the theory to see what we can find.

So why should you attend this webinar?

Well,

you've identified that you're getting

decent traffic to the site,

but it's not converting into calls.

So there's some disconnect

where people are showing up,

but then they're leaving

without taking action.

And on the flip side,

you want to fill up your schedule.

So I'm going to share a

proven strategy that we use

with our clients to

essentially communicate your unique value,

build trust with them,

and then convert more of

them into books consultation calls.

So just as a reminder,

this is the entire client

journey and we are in stage two.

So up in this area at the top,

this is where a bunch of

strangers that are looking

for services live and they

don't know about your practice.

We've already gone over in

the last webinar how to

generate traffic using SEO

and some other strategies.

Now we're focused on how to

convert more of those site

visitors into booked consultation calls.

And just to look forward a little bit,

as Brent mentioned,

the next webinar is going

to be about setting up an

adequate reminder sequence

to make sure they show up

and add additional value

before you have that call

and how to actually convert

them from the call to a

client when it's appropriate to do so,

and then how to maximize

the care so that you can

extend the lifetime value

of that client in a way

that's ethical and provides

more value to them.

And so it's really important

that we need to convert

people from just an unknown

site visitor into an actual prospect.

And the way that we do that

is by showing them the

elements that they need to

see to make a decision to

reach out to you.

And this is a very quick process.

We're talking five, maybe ten seconds.

And I'll get more into that

theory in just a second.

So again, I'm Chris Morin.

I've been in marketing for

almost two decades.

I have a background in

wellness and the tactics

that I'm going to share

here are things that we use

every day for our own clients.

And so I'm not going to

spend a ton of time on that,

but feel free to take a

look and see how great we are after.

So common challenges that

people face when it has to

do with the conversion rate

of their website.

So they're struggling to

convey their unique value

to clients in a way that

makes sense for them and

really grips them emotionally.

Because what we're talking

about here is emotions.

People make decisions emotionally first,

and then they justify it

with data afterwards.

So we want to hit them with

emotions first.

Another common challenge is

that it's challenging for

site visitors to understand

what you actually offer in

a clear and concise way.

Of course,

you're going to have service

pages and other details elsewhere,

but the theory behind

maximizing the conversion

rate of your website is to

share all of this

information as quickly as

possible so that people can

learn just what they need

to know to decide,

do I want to stay on this

site longer or do I want to

just tap that call to

action button and reach out right now?

We want to hit them with

that information before

they have to do a single scroll.

Another issue is that

there's no social proof or affiliations,

or I would also include credentials,

things like that.

There's nothing helping to

connect you to the greater

space and help clients

understand that there's

some legitimacy behind your

services and your practice.

And the final issue is an

unclear call to action.

Maybe these other things are

in place and people are excited,

but they don't know what to do.

So it's our job to tell them very directly,

how is it that you move forward with me?

How do you reach out to me?

How do you make contact?

So why should you care about this?

Just as a recap,

more consultation calls

leads to greater

opportunities to convert

those calls into new clients.

And what we're talking about

today is called CRO,

conversion rate optimization.

It is the adjacent practice to SEO,

which is search engine optimization.

And it's basically enhanced

the design of your site so

that we can guide more

visitors towards your

primary call to action,

such as booking a consultation call.

And we use certain tools to

track and analyze the

performance of this.

And when we review this, we can see,

are things moving in the right direction?

And we're talking about small iterations,

like going from one percent

conversion to one point

three percent conversion.

It doesn't sound like much,

but that's thirty percent

more people that are

actually reaching out based

on what they saw on your website.

So these are small changes,

but it can make a huge difference.

So let's talk about the four

crucial hero elements that

you need to see on your website.

And this is what we want to

see in that hero section.

The hero section is above the fold,

as we say.

This is showing up above the scroll.

So let me give you an example.

On Brent's site here, we're on Therasas.

So everything you see here

is the hero section.

Some people call it above the fold.

It's kind of related to an

old newspaper terminology

where the fold will be the

line where it actually literally folds.

So every scroll is another fold,

so to speak.

And so this first region

before a visitor needs to

do a single scroll is the

most important real estate on your site.

So the home page is number one.

Any other service specific

pages would also be a high

priority as well.

And we want to find the

balance of making this site

or this section of the site

appear very much like a landing page.

This is designed to give

people those four elements

very quickly so they can make a decision.

Do I want to scroll down

further and learn more

about this or do I want to

hit that button and move forward?

So the four elements are, number one,

an emotionally compelling why statement.

And back to what I said before,

people make decisions emotionally.

And especially if somebody

is visiting a bunch of

sites for therapists,

it's probably because

they're in some level of distress.

Things aren't going the way

they want it to go.

Maybe they're feeling anxious, sad,

depressed, traumatized, et cetera.

They're not there because

things are wonderful.

So we want to hit them in a way that says,

hey, we've got you.

We understand you.

We offer the outcome that

you're looking for.

So what is that why?

So I'll give an example here.

This is a site that I built

about five years ago.

This client does only

intensive EMDR retreats.

And I'll tell you more about

how we're split testing elements.

But if you see when I refresh this page,

you see get a year's worth

of healing in just one week.

The reason it flashed is

because of a tool we're

using to try different

variants of the slogan.

But that was the one that we came up with.

Get a year's worth of

healing in just one week.

is a very powerful statement

for somebody that might be

struggling with trauma and

has been for a while.

So if they see that and it

connects with them, they're like, oh, yes,

I want that so badly.

How do I do that?

And the next step, number two,

is to provide the details

of exactly what they need

to do to achieve that why.

So this is what I call the what.

And so this would be the details here.

this is the thing that we do

we offer year-round

retreats one-on-one care

evidence-based methods etc

this is the stuff that you

need to go through to

achieve this emotionally compelling one

The third piece is social

proof and affiliations.

And this includes credentials.

This is the part where we

want to share people testimonials, logos,

anything that connects you

to the larger space that you're in.

And so on this site,

we opted to do these four

badges right here.

So one of the clinicians was

featured on a podcast on NPR.

So of course,

we're going to take that logo.

Some of them do

ketamine-assisted

psychotherapy and went

through this program in Colorado,

has a nice logo.

All of them are EMDR-certified therapists,

so of course they're

affiliated with EMDRIA,

and of course they're

verified by Psych Today.

Now, from our perspective,

especially these last two,

they may not mean much,

but from a layperson's perspective,

these look like official badges.

They look fancy.

They might not know what EMDRIA means,

but they might think, okay,

this checks a box in my mind.

Because remember,

this whole process is

happening within five, maybe ten seconds.

So they get hit emotionally.

They're like, yes, I need that.

Okay, I understand that.

That's what I need to do.

Ooh, NPR.

That sounds legit.

Verified.

There's a checkmark.

Awesome.

Now I really want to click this button.

And that's the fourth piece,

a clear and direct call to action.

It could be contact us.

To be honest, I don't like this very much.

And next month we're going

to start split testing this as well.

there's there's a lot of

ways that we can share

additional information in

that call to action I'll

give you another example

here's a great site audrey

shane site so helping you

connect helping you build a

more connected and

congruent life if you're

feeling disconnected and

and you you want to be

connected again this might

be a really emotionally

compelling statement it's

kind of wrapped in the what

online therapy,

counseling services for

these core audiences.

We have this really badass

looking slider right here,

timewomenshealthmom.com.

And we have this button that

now looks really,

really shiny because we're

compelled by this.

we understand what we need

to do we see that this is a

celebrity therapy therapist

and now schedule a free

twenty minute consultation

so there's there's more

details about what happens

when you tap this button

it's free it's short this

is not a huge investment

but it's a good path

forward and you tap it and

it brings you right over

here and there's all sorts

of things that you can do

after you get to that point

And so this is the formula

that we have found works to

really dial in the

likelihood that somebody is

going to either stay on the

page longer and scroll down

further to gain more

information or click that

button and then get on your

calendar as soon as possible.

Chris, thank you.

This is super helpful.

How much do you consider SEO

into the emotional

compelling why in that header?

Because I noticed-

Yeah,

like the previous website before that,

the Celebrity Therapist.

Oh, yeah, yeah.

I'm sorry, Ashley.

Because I see some keywords in there,

right?

So maybe because one thing I

talk about in web design,

I call it the holy trinity.

You have user experience, SEO,

and messaging.

And if you can combine all three,

then you're in a good place.

So kind of walk me through a

little bit what you're

thinking here as far.

I mean, user experience looks great,

right?

It's readable.

It's scannable.

Maybe talk to me a little

bit about SEO along with the messaging.

Yeah, sure.

So it's interesting because

I'm reminded of something

that my agency partner was

talking about with paid ads,

where paid ads,

the performance score of an

ad and the likelihood that

it actually gets served up

to potential site visitors

is related to how much that

ad and the copy of that ad

connects directly to the

content of the page that people go to.

And that's the same for SEO as well.

It might not be as important

for actually showing up in search results,

but it's very important for

the continuity of that experience.

If somebody clicks on a link

on Google search results

and they come to your website,

they want to see something

that reminds them of what

they just clicked on.

And so that's a pretty obvious statement.

In terms of how we set up

this area to get the SEO

dialed in as well.

I'll go into a bit of a

technical rabbit hole,

the different classes of elements.

So you have your H one,

which is like your main big font slogan.

You got your H twos, H threes,

all the way down to H six.

And these are basically ways that you can

you can section your content

so that Google can more

clearly understand, all right,

this is the main thesis of this page.

Now we have three H-tos.

These are some subcategories

of this page and more

information below that.

A lot of people think that's

just related to font size.

right and that's one of the

issues that we have you

have twenty h one headers

on it because it's just a

large font on one page well

that's going to confuse

google google just wants to

see one yeah and just make

it easy for google to to

know what your site's about

yeah and sometimes we'll

need to go back and adjust

those settings because when

we go through and tweak out

the different details on a

site sometimes we'll see oh

this is actually an h-three

but it looks like an h-one

and so there's ways to

adjust that in terms of seo

for this hero section that

might get you more credit

from google so for example

intensive therapy retreats

this is a very important

keyword for this website

and so it might make sense

that this is actually not

the h-one and that this

little guy here is the

h-one we can tweak it out

in this particular element

and say this is an h-one

but the font size is

smaller just so that google

recognizes this is really

important this is the main

topic of this page but we

still want this really feel

good satisfying statement

to show up larger

You want people to scroll

down and keep reading, right?

You keep engaging.

I mean, Larry knows what's up.

One H-one per page.

Yes, thank you, Leigh.

That's exactly right.

One H one, H two is an H three.

So when we go back through

and do like a technical site audit,

almost the only issue that

we'll find when we adjust

things is if we change a

heading class from like an

H four to an H two or something like that,

the font sizes of a page

might jump around just

because they were set up

improperly in the beginning.

So that's beyond the scope

of this particular webinar.

But yeah,

we want to make sure that when we...

If you think about it,

when you write about the

what of your services,

you're probably going to

include a whole bunch of

those keywords in there anyway.

Online therapy in California.

That's definitely a good

keyword for someone that is

offering that.

You have a town name.

You have counseling services for this,

this, that.

And so these are all things that...

can definitely help rank the site.

You're also going to have the page title,

things like that.

Interestingly,

what we find is that the

homepage generally gets the most traffic.

But these elements, in my experience,

are more important on the

specific specialty pages.

So if we have a page,

like let me go back over here, like

we want to be very clear on

a page like emdr it's in

the title it's in the url

slug it's in the h one it's

in other things and so if

you're going to set up the

top of that page to convert

and I'll be honest I don't

love the style of this page

anymore because of as

Time has passed over the past five years.

We've learned more about how

to do this right.

I might update this here,

but this is still in H one.

This is still here.

It's still in the title.

The schema in the background

is set up properly.

I wanted to pop over here

and poke around with their

assess for a second.

I think that this right here

is more of a what?

This is a lot of what?

This right here, in my opinion, is a why.

I like that a lot.

If I was to design this site again,

I would make this larger

because that's the kind of

thing that connects to the

result that a therapist is seeking.

Like, oh,

I just want to deal with my

intakes better.

I want to close clients faster.

This represents like a point

of stress and friction to me.

And so this statement,

is giving them what they

want to basically you know

find a solution and then

like okay what do I need to

do to achieve this well you

need to use this tool that

has all these cool

doohickeys and we have this

call to action get there

sas yeah and we have this

area over here I would love

to see like the way that

this tool is is placed in

the industry and obviously

for you it's different

brand you're not looking

for direct therapy clients but

Maybe you would say, you know,

works with WordPress, Squarespace, blah,

blah, blah, blah, blah.

I saw that further down the

page somewhere like right here.

Maybe that would be

something that would help up there.

I love that the next thing

you show is a video testimonial.

That's awesome.

I love all this feedback.

I'm going to have to test

that heading switcheroo there.

Part of it is a...

It is an SEO play, right?

There's, I mean, there's very few,

it's a new, it's a new software.

I, I'm also like,

there's a picture of my

wife there as well, but,

but I'm trying to humanize

software a little bit, right?

Cause we're at the end of the day.

And so you see a lot,

I try to just put pictures

of people and make sure

it's relevant and also, you know,

show a little bit of what it looks like.

Cause it is a widget right

at the end of the day.

Yeah.

Yeah, I like that feedback.

Manage intakes and close clients faster.

Yeah, that's a powerful statement.

And I'll show you in just a minute,

we're going to get into

some tools that can make

this split testing process

a lot easier and just

leverage AI to do a lot of

this work for us so we

don't have to worry about it.

Larry's got something.

Yeah.

Larry's chatty today.

I'm really glad.

He said EMDR is therapy talk,

don't you think?

Larry,

let me tell you something about EMDR.

It is becoming more in the

zeitgeist of culture now.

And people just know about EMDR.

And I know this because, well, I mean,

Chris can affirm that when

we do Google ads,

people are searching for EMDR directly,

EMDR therapists.

And I've done it for my clients too.

So while we do typically say, hey,

watch out for all this, you know,

if you're looking, you know,

if you're using words like

psychosomatic or somatic experiencing,

that's not quite in the

in the language of people

today emdr is there's been

a shift in these last

couple years yeah and I

think it's like what maybe

van der kolk and all these

other trauma specialists

and people are getting

trained in it there's just

more awareness around it so

absolutely yeah it's definitely become

something that is known to

the same level as CBT, DBT,

IFS is pretty well known.

And so when we think about

what we want to put on a page, again,

this is more about SEO,

but there may be an

educational component.

Like maybe I don't do CBT,

but I believe that it's better.

My other modality is better than that,

but there's a lot of traffic for CBT.

So let's do a comparison

blog or something.

And so we can borrow the

traffic for this one

modality and then educate

people about another option.

Chris, I'll tell you this.

I'll give you a little

insight on one of my clients.

I actually because so Google

will will was like it's syntactical.

Is that a word?

But it's a syntax.

So if you search for EMDR,

you will start to see

trauma therapy results.

If you if you search trauma

therapist near me,

you might start to see EMDA

EMDR therapist results.

Yeah.

Because Trump, Google and trauma,

Google sees trauma and EMDR as syntactic,

syntactic, syntactical, semantic,

semantically similar.

So, but what I did recently,

because one of my clients

is really into EMDR intensives as well.

So I actually broke out an

EMDR intensive page away

from therapy because people

are also searching for EMDR

therapists more readily.

Yeah.

And just another quick little tidbit.

We find that EMDR therapist

or IFS therapist is more

important than EMDR therapy

because that person might

be looking for the concept of the therapy,

how it works.

But if they're looking for a

therapist and they're

trying to find someone to work with.

And so there's about the

same traffic for each,

but the therapist terms

convert at a higher rate

because these are people

looking for a professional.

Yeah, looking for a service actually,

yeah.

Regarding the semantics of

language and how Google's

algorithm has progressed over time,

they understand the context

of how we talk about things.

Like simple example,

if you are running an

e-commerce store selling running shoes,

then it makes sense that

you would talk about water

bottles and running shorts

because it's all semantically related.

Because Google can see every

single page that has been written about

EMDR therapy or trauma therapy.

And they see that these

other terms come up all the time.

We call these distinct concepts entities.

An entity is like, like to give an example,

a keyword would be like how

to bake a chocolate cake.

An entity is chocolate cake.

It's a distinct concept.

They can be the same as a keyword,

but they can also be a lot simpler too.

So they can see like, oh,

there's a lot of entities

in this article or this

page that are indicating

that this person

demonstrates their

expertise in this field of

study or this subject so

again that's more seo I

want to stay focused on

sorry I completely

understand what you're

trying to do here in terms

of humanizing a platform

because yeah other than

some screenshots like what

can we really show and it's

the same thing with

therapists like when it

comes to like the other big

piece of conversion that

we're not talking about

right now is the fit and

finish of the site like a

lot of people have really

great squarespace templates

they look good they feel

good on mobile they're

responsive and so that is a

big box to check as well

but what about the graphics

like how do you convey like

the feeling behind therapy

and so I find that people

usually fall in one of two

camps either I want people

that are feeling relief

implying that they've gone

through all their problems

or I want pictures of

nature because trees and

the sky and mountains are

generally pretty relaxing for most people

So that's what they tend to

put on those pages.

And so, yeah,

another thing I wanted to mention.

So you have this awesome

video testimonial here.

If we had like a slider,

because I know at the bottom of this page,

you have so many testimonials.

All this is awesome.

I'm afraid that it's losing

the value because I had to scroll one,

two, three, four, five, six.

seven, eight times to get to them.

And that's a lot of people.

Sorry,

that's a lot of scrolls to get to

all those people.

And what we've found is that

you're going to see a

hundred percent of visitors,

obviously in the section

that they see before they scroll.

This is like fifty to sixty percent.

Two scrolls is like forty.

You know, it drops down.

By the time you scroll three or four times,

there's only a third of the

visitors left.

And so that's why it's so

important to hit them with

all four of these elements

right at the top.

And so, yeah,

I would love to see what kind

of other interesting

slogans you can come up with.

And so let's shift the talk

to... I'm going to make some notes.

yeah let's just talk to some

tools that we use so here's

just another example like I

was showing you the itr

page so the the why get a

years worth of healing in

just one week oh wow I want

that so much what do I need

to do here's all the

details of the actual

service okay I get that

contact us well I'm not

sure if I want to do that

yet oh you were featured on

npr this all looks legit

okay I'll reach out awesome

So that's the idea.

This is happening in

someone's head in five seconds,

maybe more.

But we're programmed by

these amazing apps that

provide these incredibly

streamlined user experiences.

So if a site doesn't convey

value within a few seconds,

they're going to bounce,

which is the technical term

for leaving after visiting

one page and not going anywhere else.

And they're going to go back

to the Google search

results and look for someone else.

And so let's play around

with AI for a little bit

because it's everywhere.

And so maybe you're hearing

this and you're thinking, OK,

I want to change my main why statement.

Right now it just says,

welcome to practice.

contact us.

And that's not really doing

much for anybody.

How do you get a powerful why statement?

So I have this fun two-part

prompt where we literally

ask it to please provide a

detailed review of the book

Start With Why by Simon Sinek.

So

if you're unaware of this

you can go on youtube this

uh this ted talk really

blew up and went viral but

the whole thesis of his

book was people don't buy

what you do they buy why

you do it and so if you can

connect with your why with

their why then you've got

them and then it's just

about little details and

the big example of his book was

People that love Apple products,

they love the innovation.

They love the design.

They love that it's cutting edge.

They like how it makes them

feel to own that type of product.

And they will regularly pay

more money than an

equivalently powered PC.

And they will buy anything

that Apple sells.

Like they went from laptops

and PCs to a music player

and a mobile device and

whatever they make in the future.

And so PCs, on the other hand,

they're like,

here's all our statistics

and we have this much RAM

and this is the processor speed.

And now it's about money and it's about,

you know, all these other things.

But if you can hit them with why,

then it's they will justify

to themselves why they

should pay more to work with you.

And so the prompt is really simple.

And so I'm going to I'm

going to do that right here.

So this is free chat GPT.

Please analyze the book.

Start with Y by Simon Sinek.

And the text doesn't need to

be perfectly identical.

But as long as you get this in there,

the point is not to see a book summary.

Although if you haven't read it,

it is an interesting summary.

I definitely recommend you

watch the video or read this.

But this is really preparing

the AI for the next step.

And so the next step is to

just describe your practice

and what you're trying to do.

So I run a therapy practice

focused on ideal clients.

My website is blank.

Please help me come up with

a new emotionally

compelling why statement

for my main hero slogan

that will convert more site

visitors to consultation calls.

And I like to ask it to

provide three options and

also keep them short and

appropriate for a main H one heading.

So that gets really, really detailed.

I'm just going to grab this

so that I don't have to type it all.

And let me just.

Grab this here.

So now this is run through

and provided basically a

summary of the book.

So now we're going to paste this in here.

And let's use ITR as an example.

I run a therapy practice

focused on clients who have

survived trauma.

My website is

intensive therapy

retreat.com and we're going

to let that run and see

what kind of stuff it comes

up with heal for good live

fully again because your

past shouldn't define your

future you deserve more

than just coping they're

not always amazing but we

have three starting points

and then you can say please

provide three more always

say please because one day

the robot will have legs

and it will know you live

so transform pain into power

your healing starts here

break free reclaim your

life so any of these could

work it's hard to say and

in my opinion the best

place to start is what

feels good for you because

you have a why behind your

practice I love providing

services to clients because

I just get so excited when

they achieve this outcome

what is that outcome what

makes you thrilled to do what you do

If you can convey that and

it connects with someone

else's desire for services,

then they will find a way

to work with you.

And so that's just a fun way

to get a jumpstart on that.

And one other important

thing to note is that

Let's talk about the

different types of

conversions that a website can have.

There's two main ones.

They can fill out your

contact form and submit

some information to you,

or they can book on your

call booking platform.

The reason that we want to

target booked calls and

getting them on the

calendar is because anybody

can submit a contact form

at three in the morning and

then forget that it happened.

And also what we find is

that the dynamic of

somebody searching for therapy,

if they fill out a contact form,

there's an expectation that

you're going to take a

while to get back and

they're going to go and

fill out twenty other forms after that.

And if someone else gets in

touch with them first,

it might not be that

they're the best choice for them,

but they're an adequate choice.

And because they contacted them first,

there's a chance you're

going to lose that business.

And so if we can get

somebody on your schedule

It makes it real.

It's an event on their calendar.

They generally pause or at

least slow down their

search until they speak

with you and then make a

decision about moving forward.

And so we want to capture

them and get an opportunity

to talk with them so that

you can get on that call.

And if it makes sense to move forward,

then they can.

If not,

then they're going to continue

their search later.

But this pauses their

process so that you have a chance.

And so if you don't have an

automated booking platform,

then that's really...

an important piece to get

dialed in before you commit

a whole bunch of time and

energy to this process so

of course I had to

highlight therisass it does

a million things but one of

the core features is a

booking calendar and

somebody can go on to your

site and here I'll show you

an example of how it looks

for me chris yeah if the

client wanted to book a call

Here's the way it looks.

They pick the date.

They pick the time.

They enter information.

You can customize all this information.

Maybe you want to ask more questions.

Who is this for?

What are your symptoms?

What have you been struggling with?

And then when they book a call,

it automatically confirms

it on your calendar and their calendar.

and it will send them

reminders as well now the

reminder piece is the focus

of the next webinar how can

we provide a lot of value

in that reminder sequence

to not only make sure that

somebody does show up but

that they show up with a

lot of positive momentum

because whether we like it

or not or realize it or not

the the relationship with a

potential client starts

when they first discover your website

And so by the time they get

on a call with you,

they already have an idea of you.

So we want to make that as

favorable as possible so

that if they are a good fit,

they'll move forward.

So you'll notice that this

book of free strategy call,

that's what I call it for me,

it's way down on the page.

But

Any of these buttons that

you would tap bring you

right down to this form.

So, you know,

start amplifying your impact.

This is talking about why

unlock your practice's

potential with purpose driven marketing.

I could say get more clicks from Google,

but I found that this

resonates more with

therapists because they do

have a purpose behind what they do.

And the marketing that we

offer supports that purpose

and helps them share their

why with the world.

So this is what I've come up

with for me that connects

with people emotionally.

And it's going to be

different for everybody.

Here's another really simple example.

This is a client.

We just set up a few things.

The site was already beautiful.

This whole section that we

see right here was already here.

Revive intimacy, embrace joy.

If you're in a loveless

relationship or you're

lacking intimacy with your partner,

this might really resonate with you.

then this part right here is

the what this is the

services that are offered

she had the consultation

button right here all we

did was we added this

social proof so these

affiliations down here and

if we look at it on mobile

you can see that all of

these elements are still

visible this is especially

important because probably

two-thirds of potential

clients are going to come

to your site on a mobile device so if

If you're going to take this

information and start to do

changes to your site,

make sure that you check it

many times on your phone

and even somebody else's

phone that has maybe a

different size screen,

an Android versus an iPhone,

things like that to make

sure that it looks good

because the goal is to

share all this information

in a way that looks good

and even better if we can

squeeze it all in inside

that tiny vertical

rectangle that someone's

going to see when they

first show up to the page.

um one a couple things um I

know we have a couple

people that wanted their

website would love for you

to look at it back and you

know we're looking to go to

one o'clock I do have a

hard stop at one sure I'm

curious if um how would you

like to we got three

websites I think we could

do let's um I I need like

five more minutes to just

go through a couple more

details of the theory and

some tools and then let's

do some websites

All right, sounds good.

Sorry,

we ran this conversation and our

faces weren't showing.

Okay, let's go back.

No, no problem.

Can you see the screen now?

Yep.

Cool.

So as I mentioned before, Therasas,

a very robust platform, does a lot.

I love the booking calendar,

but if you just want a booking calendar,

then Calendly is probably

the cheapest and the nicest

looking option out there.

It is HIPAA compliant,

and this will connect right

to your Google calendar and

allow clients to...

basically book a call with

you so I'll show you an

example of what calendly

looks like we just updated

this hero section for this

client you tap the book of

consultation zoom slips

right down to this section

this is calendly and if you

pay like fifteen a month

you can get rid of this

little powered by ribbon

but even on the free

version you can still change the the

color scheme.

So I adjusted it to look

like these little twigs over here.

And then you can ask really

any questions that you want.

So it streamlines the process.

Once someone's on your calendar,

they're more likely to wait

until they speak with you

before they continue

searching for other folks.

So it gives you the chance

to move forward with them

before they get distracted

by somebody else.

And let's move on to a

couple other really awesome tools.

So how do we make this

process more scientific?

So this is a tool I love is

called website optimizer.

This is a free tool.

They do offer a paid tier, I believe,

but I have not used it.

So for this site,

intensive therapy retreats,

one of the main conversion

optimizations that we wanted

to do is tweaking out the

headline so you'll see here

you load it up you see what

was there it flashes to

something different I wish

that was a little bit

faster but again this is a

free tool so it adds a lot

of value so all I did was

configure this the process

is very straightforward and

now we're split testing

these four variants so we

have giddy years worth of

healing in just one week

that's the original and

then it automatically

created these for me

Embark on a transformative

journey to align with your

life's true purpose, blah, blah, blah.

I'll be honest that I'm not a super,

I don't fully grasp these graphs here.

They're a little complicated for me,

but it's pretty intuitive.

Like if you see the

improvement is between

point six percent to twenty one percent,

that sounds pretty positive to me.

If something goes way negative,

it's either going to be

thirty six percent worse or

thirty three percent better.

We probably don't want to

mess with that one.

and so this will continue to

split test additional

variants and get rid of

ones that don't work over

time and the goal is not to

run this forever it's to

find something that really

works and then hard code it

on the website so maybe we

find let me show you if you

tap the actual link here

you can see how it looks

on the page it will pull

this up and it will show us

so we can see here that

unlock life-changing

transformation achieving

years healing in just one

week is a ten percent

performance uplift so if

this continues to trend

this way I'll probably just

take this and then hard

code it in so that's the

only thing that people see

Split testing is about trying this,

adjusting this element.

Once you get pretty good,

then you can continue to

split test other variants

or move on to another element.

I didn't want to change too

many things at once.

Once we get the slogan dialed in,

then I'm going to start

messing around with this

contact us because I know

that's not really doing us any favors.

Is this only work with WordPress sites?

No, I think it works with everything.

I can't verify that.

I haven't tested it,

but I believe the code is

platform agnostic,

so it should work elsewhere.

Okay, cool.

Another awesome tool,

and I am just loving this,

is called PathMonk.

And so the idea of PathMonk

is that it's analyzing the

user behavior of somebody on site,

and it's determining how

far along the buyer's journey,

as they call it.

Like, is this person just trying to...

develop some awareness and

gain information about services?

Are they trying to actually

make a decision like

they're looking at you

versus another clinician?

Or are they actually trying

to move forward and make a

make a decision to sign up right now?

And so based on that

Position in the path to

purchase it's serving them

up with different pop-ups

that have different

language that caters to

their Progress so to speak

and so we can see it also

comes with this little

sidebar over here And

there's these cool little

things and I was able to

brand this relatively

quickly to align with the

font and the color scheme

and logo of the website and

if we look here into the system

I'm basically comparing the

last thirty days for this booked call,

which basically it means

that they showed up on the

thank you page that they

only get to if they booked a call.

And it's showing on this

side with PathMonk enabled,

on the other side the same period,

the same conversion goal

where it's disabled.

And we can see that it

boosted the conversion rate

twenty seven percent.

just by having these they

call them micro experiences

I call them pop-ups

whatever they just slide

over from the side so again

we went from one point five

eight percent conversions

so that's one point five

eight percent of visitors

that landed on that page

actually reached out and it

bumped it to two point zero

one percent now those

numbers are tiny but that's

twenty seven percent higher

We're split testing it for, you know,

there's a portion of people

that are not seeing it

versus a much larger

portion of people that are seeing it.

So if you factor in the fact

that only about eighty

percent of site visitors are seeing this,

the total conversion

increase is twenty one

point five percent.

Let's just put this in context.

that's like not touching

your website and getting

twenty one percent more

traffic traffic generation

is hard it's very

competitive to get traffic

from google so if we can

plug in a tool like this

spend a couple hours

configuring it with the

help of their team and then

just let it run and it just

tweaks itself out and we

can boost things like this

that's that's extraordinary

that's like another whole

level of performance that

we didn't really have the

privilege of benefiting

from until the last year or

so when AI started to

really show up on the scene.

so I'm loving this this is

cool one other quick thing

to mention about them if

your site gets over ten

thousand page views a month

they will guarantee that

you will boost conversions

by twenty percent or it's

free which I think is is

pretty badass like that's a

really big um promise and

so if you're a group

practice you're getting

decent traffic a page view

just to be clear if a

person visits the site and

they visit three pages

that's three page views so

I've found that the average

page views per visit is

like two to three.

So imagine if you're a site

getting three thousand plus

visitors per month right now,

then this is the kind of

tool that could guarantee

results and potentially if

you don't hit it, then it's free.

really powerful stuff and it

gives us the benefit of

being more scientific

without having to actually

have a massive amount of

experience in this practice

of cro and allow the heavy

lifting to be done by

robots so very cool stuff

and I'll leave it at that

um let's talk about some

websites yeah uh before we

do why don't you jump to

the slide where people can

find out more about you

real quick yeah and you

know I was trying to slide

down to that here we go

Next steps, just real briefly, you know,

if you're going to do this,

make sure that all the most

important pages feature

these four crucial hero elements,

especially the homepage.

But you can do it on the

service pages as well or

any location pages that

people might come to from

your Google listing.

And make sure that you

review your updates on multiple devices,

especially mobile.

And if you don't want to do it yourself,

you can hire a CRO specialist like me,

and you can find more

information right here.

Awesome.

Yeah.

All right.

Well, let's go.

Larry was the first one.

Yeah.

Yeah.

Say it again.

Best hope therapy.com.

I put it right up on the.

Got it.

Okay.

Best hope therapy.

Awesome.

Ooh, nice.

We've got a video couples

counseling for infidelity

and intimacy reconnect, rebuild, restore,

schedule a session.

So we got the call to action.

I love the video.

It's super slick.

It's high quality.

And then we jump into, you know, is,

you know, problem agitation solution.

Let's agitate people.

Are you having all these issues?

This is what I can do for

you to improve things.

And let's scroll down further.

Got some cool blocks.

Now we have this testimonial

slider down here.

That's great to see that

there's some testimonials.

I wanted to see the bottom

if there was any badges or

anything like that.

So first knee-jerk reaction,

I think that this is a what?

And this is a why I might

consider split testing this a little bit,

but, you know, it is what it is.

You could try making this

the main heading that people see.

And then this justifies the why,

like this is what people

need to do to achieve this

in their relationship.

I'm really glad that the

call to action is there.

This is clear.

It's easy to read.

This is a really nice image

that conjures up that kind

of emotionally compelling feeling like,

I want this with my partner.

And this is a lot of empty

space over here that could

be used to put...

Maybe we don't put

testimonials right there.

Some people would use that

to put a contact form if

you wanted to do that.

Some people would use it to

put a testimonial slider.

You could put a bar right

here so that the very next

piece that people see is

this what our clients say.

And there's a lot of white

space at the bottom.

I imagine one of the reviews

is much longer.

There it is.

And so if there's a way that

we could compress it so

that it's tighter and put it right here,

I found that in an effort

to balance design with the information,

sometimes a line like this

is almost redundant because

people see that.

It's implied that this is

what they say because

It's pretty clear.

So if you wanted to put it up here,

you could probably squeeze

it like right there so that

people can start to see it.

Or imagine all this stuff

gets shifted up to like here.

And then this video stops around there.

So you can begin to

introduce the social proof

before they even scroll.

And this is a little hack.

If people don't know,

if you're on Chrome or Brave browser,

you right click and you hit inspect.

You can see all this fun code and stuff.

But in this case,

we're not worried about the code.

We just want to see what

happens on the site via mobile.

Sometimes it looks the way it should.

Sometimes it doesn't.

I'm almost certain that your

site doesn't really show up like this.

But it can give us an idea

of at least the order the

elements get pushed around.

So we can see that this top menu is here.

You have the top bar.

And, again,

it might look different on a phone,

but I have a feeling that

there's probably a lot of

underutilized space.

And if this could shift up towards the top,

get that button,

and then we have a lot of

area that we could put, like,

some credentials and things like that.

Chris, can you go back to inspect?

I wanted to see something real quick.

If you move next to elements,

that little underline right

there at the top of the header,

there is a desktop.

can you click on that one

right there is that what

that is this is between

that that might be it's

like a yeah just a chance

to look at responsive

that's really cool you know

I I usually just grab this

and then slide it so this

is locked now if we just do

responsive then it kind of

Let me click that off again.

It will kind of simulate.

So we can see like the breakpoints,

we can see tablet,

we can see desktop and you

can just mess around with it.

But if you want to get

really specific about a specific device,

you could do this.

And I guess it's the most

common devices that people have.

and again I have a feeling

that if you check this on

an actual phone this is not

going to show up like this

and if it does that's

definitely something to

look into because that's a

that's a poor user

experience and that's not

going to look good for

somebody that shows up

One other thing to note, let's see,

so yeah.

We got two more, we can get two if we can.

One, two, seven, okay.

Larry, I hope that that was useful.

Just one other last thing to note,

if you have any badges

related to your credentials

or some associations that you're part of,

that's also another thing

that can be powerful to put

near the call to action button.

And I found that that's

where it really makes the most sense.

And I'll use this other one

as a quick example.

Whole person therapy rooted in compassion.

What, what, what book consultation.

And we got these badges right next to it.

So it,

it legitimizes the idea of reaching out.

So, okay.

So let's, all right, here,

let's get over to Kimberly's.

Oh, Kimberly sharp, MFT.com.

The badges though.

yeah kimberly

k-i-m-b-e-r-l-y sharp

s-h-r-b-m-f-t.com okay

because when it comes to

badges if people don't

recognize them I mean maybe

it's just like a glance

like okay this person may

be an authoritative

on this area,

but I go back and forth on

the badge thing.

I know.

And I think of it, and again,

I'm biased because I'm

thinking of how I search

and what influences me and

also what we see tends to

influence the clients of our clients.

I'll give another example.

For example,

I was on Calendly and they're like, okay,

so they're JSOC two or whatever.

I'm like, I don't even really know.

I know that sounds weird,

but I don't even know what that means.

They opted for the slider.

Yeah.

Well,

the other thing is those are very

recognizable brands.

Totally.

I just wanted to show,

we actually just built this

slider on this client site

because they have all these

posts on different brands.

And then when you scroll down,

you can see these badges

near this section.

So we staged it in a different way.

I mean,

you're paying for those badges in

some way, right?

You're like paying for those directory.

Exactly.

Get them out.

Exactly.

And so like, you know, if this is,

this is a site about like, you know,

helping new mothers and

people through the birth

process and postpartum

support international,

you might not know what that is,

but it seems relevant.

So.

And let's take a look at

this is the homepage.

So this is a very clear what

there's there's nothing

emotionally compelling that says, like,

what do I stand to to gain

from working with you as an

adult that wants to look

into counseling services?

And so I would love to see

in this area here some

powerful thing that's

related to the why behind your practice.

Why do you love working with clients?

And then this could reduce

in font size and go below

it and say counseling

services for adults in San Pedro,

California.

We want to have a button

here probably that goes to

your contact page.

Let's see.

So you have a form.

This looks like a Squarespace site.

It does not appear as though

you have a booking calendar.

So it would be awesome if

there was a button here

that would slide down to a

calendar and then also have

a calendar that's adjacent

to the contact form on this page as well.

And if you have any testimonials,

any affiliations, anything like that,

then there's a lot of space

here that we can also fill

with some social proof or

affiliations as well.

So there's a lot of work

that can be done here.

And I think that it would

improve it quite a bit

because we're lacking three

of the main elements here.

So then people have to

scroll down and then they see more,

but it's still like, okay,

I can learn more about this thing.

That's cool.

But like,

how do I actually reach out to you?

And I know that the contact

is in the top navigation,

but people always come to

this part first.

It's just where their eyes go.

And so it's nice to have it here,

but it really should be here.

All right.

Who's next?

I was just responding to, uh, Larry here.

Yeah.

He talked to, he's like, uh,

cause I talked to him about

this thought badges were, was a waste.

And I was like, well, you know,

this is a debate around that.

As you just saw SEO play for

the directory sites.

Yeah.

Here, I'll show you what I do.

I actually have to update

this because I have new reviews.

So I hit them with the proof

related to our affiliations with Google,

what we do, and then also in this space.

Cool.

got all these logos people

that we work with

incredible so where are we

heading back over here so

it's different for

everybody and it's not like

you're not going to get any

consultations booked

because you don't have any

logos if you don't have any

or you don't want to use

them because you don't like

the way that it looks in

your site then try doing

these other things and

leaving that out and and I

think at the very least

like having a testimonial

slider can be good

Here's a, let me just also say like, if,

if the badges actually made

sense and some of these badges,

the font is so tiny on them, the PSI,

right.

Or whatever that was that on

the one I'm like,

nobody's going to recognize that.

And they can't,

they're not even going to

try to read the tiny print.

Yeah.

I mean, if at the end of the day,

You can make up your own badges.

That's true.

That's what Pessy's doing.

You know what Pessy did?

They're like,

take four classes on trauma

and now you're a certified

trauma therapist.

It's all a play.

It's not all a play,

but you see what I'm saying?

Now,

if you've been recommended by Dropbox

or whatever,

you're showing up on whatever

news program,

do that because it's recognizable.

I think a badge makes sense

if it's recognizable or local.

So I like, like it's, I mean,

but at the end of the day, it's,

it's how psychology today, you know,

can outrank every single

other directory website and

personal websites because

they give you badges.

Yeah.

And then it's a backlink to their site.

And it's funny.

I mean, like what,

The badge by paying them

thirty bucks a month.

And here's a badge, you know,

because of that exact thing.

Like this is not a badge from their site.

This is an image.

I just basically took the logo.

I know you did right.

Well, you just stripped it right out.

Yeah.

Yeah.

OK.

One last one here.

We got a few minutes.

And I wanted to show just a

simple example here.

This is a site we just did.

They didn't have any badges.

So we just get into the

testimonial slider.

Yeah.

Yeah.

And we got this, you know, pop up first.

What is that?

Simple practice or session.

So I think it's simple practice.

So yeah, what's the next one?

Last one here, embracepsychological.com.

Anita is here.

Thank you, Anita.

Thank you, Kimberly.

Thank you, Larry.

Awesome.

Connect, explore, heal, grow.

Well, actually,

let's start a little higher up.

This menu is pretty massive.

And this is, again,

there's some debate about

whether this matters or not.

It stays on the whole page.

You get the sticky menu, which is great,

but it's so big that we

only have like two-thirds

of the actual viewing window.

So...

I think it's a better user

experience if you want to

have this giant badge at

the top because it could be

also the size of the logo

is pushing everything real big.

But exactly.

Yeah.

If you had a rectangular

logo or at the very least, as you scroll,

if you could shrink the height of that,

that navigation bar from

like one hundred fifty or

whatever it is to like maybe eighty,

then that would help you shrink the logo.

It provides a better user experience.

So we have connect, explore, heal,

and grow.

It's a very beautiful statement.

The font, in my opinion,

is really hard to read.

So that might be a place of improvement.

Let's improve this font just

so that it's easier to see.

Accepting new clients

virtually and in person.

So we have a slider here.

Direct billing is available.

Compassionate counseling support for teens,

adults, couples, and parents.

That's great.

I would even say that the

road to healing starts here

is a good potential why as well.

Book online now.

It jumps over to Jane.

Awesome.

We got a new tab,

which is cool because then

when they get done with this,

they're still on your website.

So that's nice.

I have mixed feelings about

a slider in the hero

section because we want them to see this.

They're probably going to

see it before it slides away.

But I'm just wondering if

there's a better way to

stage that information further down.

Well, the question is,

can you even stop the slider?

I was working off a website.

I'm like, I couldn't even stop this.

I'm trying to read it.

And it was like too fast.

So in general,

don't put sliders on the header.

Just take it out.

Choose one.

Yeah.

If you compromise,

use the images elsewhere on the page.

Yeah.

And a compromise could be

that you have all this

content like biased over to

the left and then you have

like an image slider on the

right that rolls through images,

but it doesn't change the

information that's there.

And I think some of this other information,

like accepting new clients

virtually in person,

it's a little unnecessary

because the fact that they

can book implies that

you're accepting new patients.

Direct billing is available.

This is a big deal,

especially now because

people are crunched.

And so it might not be a bad

idea to highlight that in a permanent way,

like pretty close near the

top of the page.

And that's a good example of badges.

You could have a little

section that shows all the

different insurance

companies that you accept insurance from.

I'm trying to remember.

What is it?

There was a...

Like, yeah,

the badges of insurance companies,

you know,

we are with these and things like that.

I didn't do the site.

I was just directed to it from a client,

but they have in network with boom, boom,

boom, boom, boom.

They're like, oh, OK, that's mine.

Awesome.

I feel good.

And this is a really nice slogan.

Motherhood is hard.

Care shouldn't be nice.

Here's what we do.

Book this or go get some courses.

So they're doing like

passive income kind of stuff, too.

So, yeah, that's this kind of statement.

If you want to highlight that, it might,

you know,

warrant putting some badges

somewhere that make it even

clearer for people to see that.

I would also encourage not

to use cursive font.

Yes, exactly.

Yeah.

It's just tough to read.

I mean,

young people these days don't even

learn cursive,

so I don't know if that

makes any sense to them.

So much for reading ancient

texts into the future.

But yeah, it looks good on mobile.

We have the slogan, we have the why,

we have the call to action.

And again,

this area down here could be

used for testimonials,

could be used for affiliations,

whatever makes sense.

Could be used for, hey,

we accept this insurance.

There's some flexibility with this,

and I encourage you to play

around with it.

But the goal is,

let me pan way out because

we just have a couple minutes.

The theory behind all of this,

in my opinion,

is that a website that is

not an actual e-commerce

storefront or something,

a website like for a

therapy practice that is

ultimately leading someone

to getting on the phone with them

It's just a glorified

interactive business card.

And the purpose of it is to

share enough information in

a way that's pleasing and

informative so that people

take the next step and reach out.

That's all that it's here to do.

And yes, of course,

maybe you schedule things

and there's a client portal,

but the core theory, in my opinion,

of a website is get people

to take the next step and

reveal themselves to you so

that you can speak to them

because that's where you

can provide real value.

Larry asks,

are videos still just as important?

well this is another thing

that's funny what was his

site I forgot um he had a

couple videos on it um yeah

I'm just trying to bring it

back up do I have it here

um besthopetherapy.com

that's right no not videos

are you talking about

videos in the background or

just videos in general

Yeah, I mean, I love this.

This is always going to hurt

your Google performance

score a little bit because

this is a heavy file to load.

But it looks it's a short video.

It's pretty.

Yeah, it loads quickly.

Like,

I don't think it's the worst thing in

the world in terms of videos,

like other forms of videos.

I really encourage people

like record a short video of yourself,

like a one minute video

talking about why you love what you do.

Because it doesn't need to

be anything specific.

You're not trying to

convince somebody that

you're the best and you're an expert.

You're just showing your

face when it's moving and

giving them a chance to hear your voice.

Because if a picture is

worth a thousand words,

a video is worth a million.

That's what I like to say.

Because if somebody

resonates with you speaking

and how you conduct yourself in that way,

then they're going to be like, oh, wow,

I like this person a lot.

I want to reach out.

Or if they don't like you,

then you just saved

yourself an awkward consultation.

Yeah.

All right.

Well, thank you so much, Chris.

It was super helpful.

I love having these website

review conversations.

Thank you to those who

allowed us to pick apart

your website a little bit and go ahead.

I'm going to go ahead and share.

Let's see here.

There's Chris's

a little QR code,

but check out moonraker.ai

and we'll see you.

Chris,

we got at least another three times

throughout the year.

So we'll see you all later.

Thanks for joining us.

And Chris, we'll see you soon.

Thank you, man.

Thank you.

All right.

Bye-bye.